Over the years CV has produced many gospel videos, some of which have proven very effective and others not so much. As Global Content Manager I find myself asking a lot of questions about the performance of our content, seeking to gain understanding and insights that will help our teams.One of the more common questions I see content teams deal with is “What can be done to make our next piece of content even more effective and engaging?” CV’s Data Analytics team had been helpful in identifying insights in the past, so I began to wonder whether data analytics could help with this type of question. Could AI identify elements and trends that can’t be seen so easily by humans? It was observed that there is often a high initial drop-off in viewing at the very beginning of our videos, which prompted some questions. “Would a video be more successful if the fall-off at the beginning of our videos was reduced?” and “What elements and factors are more effective at keeping the audience viewing at the beginning of a video?” Based on this line of thought a business statement was agreed upon and the Data Analytics team commenced work. In conclusion, the work of the Data Analytics team has provided some very useful and thought provoking insights that will definitely help inform content creators on what elements could be used at the start of a video in order to improve engagement. I hope this report stirs up your curiosity and reveals things that help inform the creation of even more effective gospel videos. “It is the glory of God to conceal a matter, but the glory of kings is to search out a matter.” Prov 25:2