Video View Rate (VVR)
Video View Rate, or VVR, measures what share of video impressions turned into at least a three-second view.
Divide three-second views by video impressions. That is VVR: did anyone stop scrolling? It matters because the first three seconds decide whether the rest of your video exists. It measures the hook, not the content.
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
VVR guards the Engage front door: the first three seconds. Weak VVR means the hook is failing good content. Strong VVR with weak completion means the hook promises more than the video delivers. The hook wins the pause. The video has to be worth it.
Related metrics
Frequently Asked Questions
What is Video View Rate?
Video View Rate, or VVR, measures what share of video impressions turned into at least a three-second view. It tests the first three seconds, which decide whether the rest gets seen.
How do you calculate Video View Rate?
Use the formula: VVR = (3-Second Video Views ÷ Total Video Impressions) × 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 VVR?
You need video impressions and 3-second views, pulled from the relevant connected sources and computed for the same period.
What mistakes should you avoid with VVR?
Do not credit the content for a hook's success or blame it for a hook's failure: they are separate crafts. And check each platform's view definition, because three seconds is not universal.
When should marketers use VVR?
Use VVR when judging hooks, separately from judging content. Weak VVR means fix the opening frame and first line. Strong VVR with weak completion means the hook promises what the video does not deliver.
What is a good VVR?
Judge VVR within platform and format against your own history. The pattern that matters is the pairing: strong VVR should hand off to healthy view time, or the hook is just bait.
Sources and methodology. VVR 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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