New Delhi, Jan. 12 -- On a video platform, every click may seem like a view. But not every view means that the content was really 'watched'. Even as they invest widely in original and acquired content, video streaming platforms in India are operating with disparate measurement models when it comes to whether a viewer is considered as having 'completed' a show or movie that they may have started watching.

Completion rates are a key factor for platforms to understand what to invest in, going forward. As subscriptions plateau and the digital advertising environment remains challenging, all services are trying to figure out what has worked best with audiences to identify patterns and commission similar programming or ask creators to follow r...