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ReferenceJuly 9, 20252 min read

Video Completion Rate (VCR)

VCR benchmarks: social 70-80%, CTV 95%+, YouTube skippable 15-30%. Low VCR = weak hook.

By The Ad Spend
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Updated July 2026.

The percentage of video ad plays that reach the end. Key quality metric for video campaigns.

Formula

(Completions ÷ Plays) × 100

Benchmark range

Display/social: 70-80%. CTV/streaming: 95%+ (non-skippable). YouTube skippable: 15-30%.

Why it matters

Completion rate reveals hook effectiveness. Most drop-offs happen in first 3-5 seconds. If completion is low, your opening isn't compelling—test different hooks before changing the full creative.

Where it applies

  • YouTube
  • Meta Ads
  • TikTok Ads
  • LinkedIn Ads
  • CTV

Related terms

See how the engine works