Hold rate measures whether the rest of a video ad keeps people watching after the opening. Hook rate covers the first 3 seconds. Hold rate covers what comes after.
How to calculate hold rate
Hold rate = ThruPlays ÷ impressions
Some people divide ThruPlays by 3-second plays instead. That version tells you what share of hooked viewers stayed. Either works, as long as you're consistent.
What's a good hold rate?
In our data (479 Meta video ads, $10.1M in spend, June to August 2026), the median hold rate was 4.6%. The middle half landed between 3% and 7%. Only about 1 in 5 people who watched 3 seconds made it to 15 seconds.
A catch with short videos
A ThruPlay counts when a video under 15 seconds plays to the end. That makes short videos look better on hold rate without being better ads. In our video length data, cost per purchase stayed about the same at every length.
More: Hook rate and hold rate benchmarks and how long Meta video ads should be.
