30% of Open-Web Video Players Shrink After Page Load, Finds Picnic
by on 25th Mar 2026 in News
New analysis from Inventory Intelligence platform Picnic reveals that nearly 1 in 3 open-web video players change size after initial load, raising questions about how video impressions are classified and valued.
When examining video-player behaviour across the open web, Picnic found that 30% of video players collapse into smaller units during a user’s time on site, while 15% continue playing after the user has scrolled past them. A further 12% of sites analysed were also found to serve multiple videos playing simultaneously.
Despite these behaviours, video buying still relies heavily on DSP classifications such as In-Stream and Out-Stream, which describe how a video player appears at page load rather than how it behaves throughout the user journey. As a result, common metrics, including completed views, may not always represent sustained visibility or active attention.
The findings suggest that format-based classification alone may not provide a complete picture of video quality, particularly as open-web video continues to attract premium, brand-led investment.
Rethinking how video impressions are valued
The research was conducted using Picnic’s PIQ framework for open-web video, designed to analyse player persistence, scroll behaviour, audio defaults and competitive video presence at page level.
By measuring how video functions once a user begins interacting with a page, the framework surfaces differences between classification and lived experience — differences that can materially affect how impressions should be interpreted.
Commenting on the findings, Nick Evans, product manager at Picnic, said: "Our analysis shows that video impressions don’t always behave the way buyers assume. A player can technically meet a DSP label at load, yet function in a way that changes the nature of the impression entirely."
"That matters because experience is what determines value. If video is going to command premium investment, it needs to be measured and priced based on how it actually behaves on the open web."
The research indicates that as advertisers seek greater accountability in upper-funnel channels, transparency into player behaviour may become increasingly important in evaluating open-web video supply.
From research to activation
The behavioural framework now forms the foundation of Quality Video, Picnic’s video curation solution for advertisers seeking greater transparency and control.
By applying behavioural scoring to video supply, Quality Video enables buyers to curate inventory that maintains meaningful visual presence and supports intentional completed views — available across the UK, EMEA, and the US.
Find out more about Quality Video here.
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