The thermal activation volume and the magnetic switching volume were measured in c-axis uniaxially in-plane oriented barium hexaferrite thin film magnetic recording media. Excellent agreement among the experimental data obtained independently from the magnetic viscosity measurements and the measurements of the time dependence of coercivity implies that the thermally driven process is the cause of both phenomena. The presence of incoherent switching during magnetization reversal is indicated by the in-plane angular dependence of coercivity and is believed to cause the much smaller activation volume and switching volume than the grain size as determined from a TEM micrograph.