DocumentationAnalytics

Average minute audience

Last update: May 12, 2026

CREATED FOR:

  • User
  • Admin

The Average minute audience metric reports the average number of viewers watching at any given minute across the content’s runtime. It is the standard “AMA” measure used to compare media reach across content of different lengths.

How this metric is calculated

The media backend computes Average minute audience per session as Content time spent / Content length. When summed across sessions, the total represents the average audience size at each minute of the content. The metric is reported on the close call.

Reporting system
Source
Adobe Analytics
Automatically collected from context data a.media.averageMinuteAudience when Media Core is enabled.
Customer Journey Analytics
mediaReporting.sessionDetails.averageMinuteAudience
Data feeds
event_list, post_event_list (see event.tsv lookup)
IMPORTANT
Average minute audience requires a non-zero Content length. If content length is unset or zero, this metric is not produced for the session.
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