A digital medium environment is described to determine textual content that is responsible for causing a viewing spike within a video. Video analytics data associated with a video is queried. The video analytics data identifies a number of previous user viewing s at various locations within the video. A viewing spike within the video is detected using the video analytics data. The viewing spike corresponds to an increase in the number of previous user viewings of the video that begins at a particular location within the video. Then, text of one or more video sources or video referral sources read by users prior to viewing the video from the particular location within the video is analyzed to identify textual content that is at least partially responsible for causing the viewing spike.