What is hold rate?
Hold rate is the share of short video views that turn into longer views. A common way to calculate it is to divide longer views, such as 15-second views, by 3-second views, then multiply by 100.
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How to calculate hold rate
Divide the number of longer video views by the number of 3-second views, then multiply by 100.
Percentages in this equation use numeric percent values: 40 means 40%.
Why hold rate matters
A strong opening only matters if the rest of the video earns attention. Hold rate shows whether the middle of your ad delivers on what the start promised.
A low hold rate with a healthy hook rate suggests the ad draws people in but then loses them.
Hold rate formula variations
There's no single standard. Some advertisers use ThruPlays or 15-second views as the numerator, and others divide by impressions instead of 3-second views.
Pick one definition, write it down, and use it every time, so your numbers stay comparable from one test to the next.
How to improve hold rate
Keep the pacing tight and deliver the main point early. Clear captions, a steady visual change, and a message that matches the hook all help people stay.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
How do you calculate hold rate?
Divide longer video views by 3-second views, then multiply by 100. For example, 12,000 longer views from 30,000 3-second views is a 40% hold rate.
What is a good hold rate?
It depends on the platform, video length, and audience. Compare your ads with each other and with your own past results, rather than a universal number.
What is the difference between hold rate and hook rate?
Hook rate measures how often an impression turned into a view of the opening. Hold rate measures how often those views kept going.
Does hold rate depend on video length?
Yes. Longer videos give viewers more time to leave, so compare hold rate between videos of similar length.
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