Definition
Hold rate measures how many people keep watching a video beyond the hook. It shows whether the story keeps attention.
Hold rate explained
Hold rate is often calculated as ThruPlays or 15-second views divided by 3-second plays. A high hook rate with a low hold rate means the opening works but the middle loses people.
Formula
Hold rate = ThruPlays ÷ 3-second video plays
Example
3,000 ThruPlays from 9,000 three-second plays is a hold rate of about 33%.
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