a method , apparatus and computer program product to facilitate video interactions between a publisher , and a set of end users , the publisher having content available from a network - accessible site . each end user has a device that includes a media player . in one embodiment , the method begins by receiving information to configure a video module to execute in association with the end user media players . a particular instance of the video module is adapted to execute as an end user media player renders a video to provide interactivity to the video . preferably , the interactivity specifies at least one of a set of interactivity actions available to an end user . the video module is then published . after deployment the video module , the platform receives data about execution of the video module in the end user media players , and the interactivity actions .