Video Completion Rate (VCR)
Video Completion Rate, or VCR, measures what share of video starts were watched to the very end.
Divide completed views by video starts. That is VCR: do you earn the whole story? It matters because every second watched is a renewed decision to stay, and where people leave shows you what to cut or tighten.
Signal Type
Metric Role
Metric Type
The Formula
Worked example
Benchmarks and interpretation
Where the number actually comes from
When to use it
Common Mistakes
In the REACT framework
VCR is the Engage phase endurance test. Your drop-off curve is the most honest editor you will ever work with. Benchmark within format only: six-second cuts and six-minute films play different games.
Related metrics
Frequently Asked Questions
What is Video Completion Rate?
Video Completion Rate, or VCR, measures what share of video starts were watched to the very end. It shows how often your story earns the whole watch, and where it loses people.
How do you calculate Video Completion Rate?
Use the formula: VCR = (Video Views Watched to 100% ÷ Total Video Starts) × 100. Keep both inputs in the same reporting period and avoid mixing users, sessions, events, or customers unless the formula calls for it.
What data do you need for VCR?
You need video starts and completions, pulled from the relevant connected sources and computed for the same period.
What mistakes should you avoid with VCR?
Never compare completion across lengths, check whether autoplay counts as a start on each platform, and do not chase completion by making everything short. Some stories are worth six minutes.
When should marketers use VCR?
Use VCR with your drop-off curve when editing and formatting decisions are on the table. Where people leave tells you what to cut, shorten, or restructure next time.
What is a good VCR?
Completion falls with length, so benchmark within format only: six-second cuts and six-minute films play different games. Against your own format history, rising completion is the win.
Sources and methodology. VCR formula and definition derive from standard marketing analytics practice and platform reporting conventions. REACTIQ360 harmonises source data from Platform APIs, Content taxonomy, Harmonisation layer and applies a consistent same-period computation methodology.
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