Question 1

What is video retention and drop-off?

Accepted Answer

Video retention measures the percentage of viewers who stay watching at each point in your video, while drop-off measures the percentage who leave at each segment. Retention is cumulative (always decreasing or flat), while drop-off rates can fluctuate and help identify specific problematic segments.

Question 2

How do I interpret the retention curve?

Accepted Answer

The retention curve shows what percentage of your initial viewers remain at each point in the video. A steep decline indicates viewers leaving quickly, while a gradual slope shows better audience retention. Look for sudden drops, which might indicate content issues at those specific points.

Question 3

What's the difference between retention and drop-off rates?

Accepted Answer

Retention rate is calculated relative to your initial audience (total views), showing the percentage of original viewers still watching at each point. Drop-off rate is calculated relative to the previous breakpoint, showing the percentage of viewers who left during that specific segment. Both metrics provide different insights into viewer behavior.

Question 4

How accurate are these calculations?

Accepted Answer

The calculations are based on the data you provide from platform analytics. The accuracy depends on the granularity and completeness of the view data from platforms like Facebook, TikTok, or YouTube. Each platform has different measurement standards—Facebook counts 3-second views, TikTok measures 2-second views and 6-second views—which affects how retention metrics should be interpreted across platforms.

Question 5

What are good video advertising retention rate benchmarks?

Accepted Answer

Industry benchmarks vary by platform: Facebook ads typically see 15-25% thumbstop rates (users stopping to watch) with 10-15% watching to 25% completion. TikTok averages 15-20% completion rates for 15-second ads, while YouTube pre-roll ads retain 65-70% of viewers through the first 5 seconds with 25-40% completion rates for skippable ads. Branded content generally performs 10-15% better than direct response ads in retention metrics. Keep in mind that these benchmarks are highly dependent on additional factors such as ad length, format, and platform algorithm preferences.

Question 6

How can I improve my video retention?

Accepted Answer

To improve retention: 1) Create a strong hook in the first 3-5 seconds, 2) Place your most engaging content early, 3) Keep videos concise (optimal length varies by platform), 4) Use pattern interrupts (scene changes, graphics) every 15-20 seconds, 5) Tell a compelling story with clear structure, and 6) Include a strong call-to-action. Analyze your drop-off points to identify specific content that may need improvement.

Breakpoint	Time	Viewers
Video Start	0s
3-Second Views	3s
ThruPlay (15 seconds)	15s
50% Watched	30s
75% Watched	45s
95% Watched	57s
100% Watched	60s

Breakpoint	Time	Viewers
Video Start	0s
3-Second Views	3s
ThruPlay (15 seconds)	15s
50% Watched	30s
75% Watched	45s
95% Watched	57s
100% Watched	60s

Video Drop-off Calculator

Video Breakpoints

Frequently Asked Questions

Video Drop-off Rate Calculator

Free Calculator

Video Drop-off Calculator

Video Breakpoints

Frequently Asked Questions

Video Drop-off Calculator

Video Breakpoints

Frequently Asked Questions

What is video retention and drop-off?

How do I interpret the retention curve?

What's the difference between retention and drop-off rates?

How should I interpret the normalized drop-off rate?

How accurate are these calculations?

What are good video advertising retention rate benchmarks?

What are good retention benchmarks for advertising videos on my platform?

Should I focus on fixing high drop-off points or improving overall retention?

How can I improve my video retention?

Video Drop-off Rate Calculator

Free Calculator

Video Drop-off Calculator

Video Breakpoints

Frequently Asked Questions

What is video retention and drop-off?

How do I interpret the retention curve?

What's the difference between retention and drop-off rates?

How should I interpret the normalized drop-off rate?

How accurate are these calculations?

What are good video advertising retention rate benchmarks?

What are good retention benchmarks for advertising videos on my platform?

Should I focus on fixing high drop-off points or improving overall retention?

How can I improve my video retention?