Video completion rate (VCR) is the percentage of ad impressions where the viewer watched the video ad to 100% completion. It is calculated as: (completed views ÷ total impressions) × 100. VCR is the primary quality metric for CTV video advertising because, unlike mobile or desktop, most CTV inventory is non-skippable — meaning a low VCR signals delivery problems (buffering, app crashes, mid-stream exits) rather than viewer skipping.
On India CTV, VCR benchmarks for non-skippable in-stream ads typically run 85–95%. Anything below 80% warrants investigation — check for content-adjacent delivery issues, ad pod length, or high-frequency fatigue. VCR is reported as quartile events: 25%, 50%, 75%, and 100% (complete). Drop-offs at 25% often indicate poor creative hook or initial buffering; drop-offs at 75% suggest creative length issues for audiences who exit just before the end of a long ad. Mid-roll placements typically outperform pre-roll on VCR because the viewer is already invested in the content.
Full guide
For a complete explanation, read: What is video completion rate (VCR) in CTV advertising?