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.