Completion rate
Also called view-through rate, VTR, video completion rate
What is completion rate?
Completion rate is the percentage of people who watch a video all the way to the end out of everyone who started it. If 1,000 people start a video and 350 finish, the completion rate is 35 percent. It is a simple measure of whether a video holds attention from first frame to last.
In advertising the same idea is often called view-through rate (VTR), and ad platforms also report quartiles: how many viewers reached 25, 50, 75 and 100 percent. Some platforms define a completed view differently for long ads, such as 30 seconds watched, so check each platform's definition.
Completion rate naturally falls as videos get longer, so it is most useful for comparing videos of similar length, and alongside audience retention to see where viewers leave.
Why completion rate matters
Viewers who finish a video see your offer and call to action, which usually comes at the end. A higher completion rate means more people get the full message.
Platforms also read completions and replays as signs a video is worth showing, which is why tight short-form videos with a clear payoff often spread further.
How to calculate completion rate
Divide the number of completed views by the number of started views and multiply by 100. Use the platform's own definition of a started and completed view.
- Cut the video to the shortest length that still delivers the point.
- Put the payoff late enough to keep people watching, but not after a slow middle.
- Avoid long outros and end cards that viewers skip.
- Try a version that loops cleanly, so the end leads back into the start.
Completion rate example
Completion rate = completed views / started views x 100
Example: 350 / 1,000 x 100 = 35%Completion rate FAQ
What is a good video completion rate?
It depends heavily on length, placement and whether the ad is skippable. Compare against your own videos of similar length and the benchmarks your ad platform shows, rather than a universal figure.
Is completion rate the same as view-through rate?
Often, yes. In video ads, view-through rate usually means the share of impressions or views that watched to completion. Some platforms use the term differently, so check the definition.
Related terms
Audience retention shows what share of viewers are still watching at each moment of a video, revealing where people drop off.
Watch time is the total time people spent watching your video or channel. Platforms like YouTube use it as a key signal of quality.
Average view duration (AVD) is the average time viewers watch a video, found by dividing total watch time by the number of views.
A loop video is a short clip edited so its end flows back into its start, letting it replay continuously without a visible break.
Short-form video is video under about three minutes, usually vertical, made for Reels, TikTok and YouTube Shorts; long-form video runs longer.