Methodology & sources
Retention benchmarks vary by platform view definition (3s Meta vs 30s YouTube) and video length — never compare a 60s pre-roll curve to a 15s Reels hook. Drop-off is segment-relative; retention is cumulative from the opening view count.
Meta Business Help Center — About ThruPlay
Official 15s-or-full-video billing threshold
In-stream retention and completion norms
Paid social hook-rate and mid-roll drop patterns
Sprout Social Video Benchmarks
Organic vs paid retention context by platform
See also Hold rate and Video completion rate (VCR) in the glossary
Video Drop-off Rate Calculator
Analyze audience drop-off and retention to find exactly where viewers stop watching your videos. Works for YouTube, Vimeo, TikTok, and Facebook analytics data.
Free Calculator
No sign up required. Use this calculator as much as you need.
Stop calculating by hand
Want AI to track this across every creative variant — and tie it back to ROAS automatically? That’s what AdSights does.
Request early accessRelated Calculators
CPV Calculator
Free CPV calculator for video campaigns. Enter spend and counted views to get cost per view. Add impressions for view rate and CPM, or ThruPlays for cost per ThruPlay — with worked examples, platform view definitions, and 2026 benchmarks for YouTube, Meta, and TikTok.
CPM Calculator
Calculate Cost Per Mille (CPM) and analyze advertising campaign performance with precision. Get comprehensive insights on media buying efficiency, budget optimization, and campaign ROI analysis.
Full-Funnel Calculator
Model your entire paid-media funnel — impressions, CPM, CTR, CVR, and AOV — and instantly see ROAS, CPA, CAC, and LTV. Change any input to watch every downstream metric update, and gauge unit economics with an LTV:CAC health ratio.
Related Analyzers
ThruPlay Rate Benchmark
Enter your Meta ThruPlay rate and instantly see how it compares to 2026 industry benchmarks by creative length and audience temperature. Free, no login — see where you land vs the cited typical range, with sources, and what your number means for creative performance.
Hook Rate Benchmark
Calculate hook rate (thumbstop rate) for Meta, TikTok, and YouTube Shorts, compare it to 2026 benchmark ranges, and diagnose whether your video ad needs a stronger first frame, tighter body, or clearer CTA.
Creative Quality Grader
Grade your ad creatives and get actionable recommendations for improvement. This creative quality grader tool evaluates key elements like visual design, messaging, CTAs, accessibility, and platform optimization to help you create high-performing ads across Facebook, Instagram, TikTok, and YouTube. Get detailed scores and personalized tips to optimize your creative strategy.
Related Terms
Hold Rate
Hold Rate measures how well a video ad retains the viewers it has already hooked — the share of 3-second video views that go on to reach 15 seconds (or completion for shorter videos). Where Hook Rate (Thumbstop Rate) judges the open, Hold Rate judges the middle: it isolates whether the body of the ad earns continued attention after the scroll-stopping first frames, normalized to the audience that actually started watching rather than to total impressions.
ThruPlay Rate
ThruPlay Rate measures the percentage of video plays where users watch either the entire video (for videos under 15 seconds) or at least 15 seconds (for longer videos). This is the denominator Meta reports against; on Meta, autoplay keeps video plays ≈ impressions. The metric evaluates content's ability to maintain viewer attention and deliver complete messages, particularly important for platforms like Meta and TikTok.
Cost Per ThruPlay
Cost Per ThruPlay measures the average cost to achieve a ThruPlay, which is either a complete video view for content under 15 seconds or a 15-second watch for longer videos. This metric helps evaluate the efficiency of video ad spending in delivering complete messages to viewers.
