Video View Through Rate (VTR)
Date created: Sep 30, 2020 • Last updated: Oct 14, 2020
What is Video View Through Rate?
Video View Through Rate refers to the rate at which Video Views are initiated relative to the number of opportunities there were to consume the video content (video/thumbnail impressions). It is important to note that because the Video View metric definition varies across platforms, the Video View Through Rate baseline or benchmark may vary between platforms as well.Alternate names: Video View Rate
How to calculate
If a video had 8 views and 1000 impressions, then the Video View Through Rate would be 0.8%.
Video View Through Rate
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What is a good Video View Through Rate benchmark?
Video View Through Rate can be benchmarked against other similar owned content/projects. Benchmarks against external competitors or industry categories may fail to consider nuances of video production, publishing, and general viewing differences. If benchmarking against competitors, ensure you are looking at the comparison on one platform at a time (e.g. Your Google Analytics Video View Rate should not be directly compared to your competitor’s YouTube Video View Rate).
More about this metric
Video View Through Rate is an indicator of the strength of engagement with your video content. It is a more targeted example of a Conversion Rate, with the conversion as Video Views. Video View Through Rate can be a helpful metric to monitor when trying to understand if users are engaging with a particular video compared to other video content, or if your audience is engaging with your video content more on one platform vs. another. This can be especially useful when considering which video(s) among others to put advertising dollars behind, and on which platform.
Calculated as a percentage, Video View Through Rate refers to the rate at which Video Views are initiated relative to the number of opportunities there were to consume the video content (video and thumbnail impressions). It is important to note that the Video View metric definition varies across platforms (e.g. Google Analytics video views can be customized based on event tracking, YouTube video views include engagements as views, Facebook video views start at 3 seconds viewed), and therefore the Video View Through Rate baseline or benchmark may vary between platforms as well.
Video View Through Rate is especially relevant for Sales, Marketing, Advertising, Social Media, and Editorial/Production functions.
Benchmarks for Video View Through Rate will vary based on many factors, including video relevance, quality, load time, placement, platform (algorithms/SEO), and organic vs. ad video types.