CTV non-skippable pre-roll delivers 88–95% video completion rates (VCR) — significantly above desktop pre-roll (50–60%) or mobile video (30–50%). The environment explains most of it: full-screen, sound-on, lean-back TV viewing creates a completion context that scrolling digital cannot match.
Benchmarks by format:
- Non-skippable pre-roll 15s: 90–95%
- Non-skippable pre-roll 30s: 85–92%
- Mid-roll non-skippable: 78–88%
- Post-roll non-skippable: 45–65%
- YouTube TrueView skippable: 40–60%
- 6-second bumper: 97–100%
What lowers VCR: Pod position (position 2–3 loses 5–15% vs pod leader), excessive frequency (high-repeat viewers disengage mentally), post-roll placement (viewers navigate away after content ends), long ad breaks (2+ minutes).
What VCR does not tell you: High VCR means the ad played — not that the viewer paid attention or recalled the brand. Combine VCR with brand lift measurement for true effectiveness assessment.
Full guide
For a complete explanation, read: CTV video completion rate: benchmarks, what drives it, and how to improve it