Youtube: Just Clicking or Watching A Full Video - What makes more sense??

How much sense do such survey analysis make?

Every now and then loads of surveys with loads of analysis on different online Video sites pop up. Sometimes talking about their clicks per day, sometimes about viewer strength, sometimes about number of videos uploaded.....funny part is no where you come across any analysis based on how many watched full video they clicked...

Clicking on button to watch a video vs watching the full video which you clicked are two different stories altogether. I guess latter makes more sense. Real popularity based on mob liking is what will be evident from the same...hope to see some such survey in times to come as this will require loads of efforts on part of concerned statisticians...