# Hold rate

> Hold rate is the share of people who kept watching after the hook, usually measured as ThruPlays or 15-second views divided by 3-second views.

Canonical: https://use-addy.site/glossary/hold-rate
Last updated: 2026-10-26

Also called: ThruPlay rate

**Formula:** Hold rate = ThruPlays (or 15-second views) ÷ 3-second views × 100

Hook rate tells you whether people stopped; hold rate tells you whether the ad earned the rest of their attention. A high hook rate with a low hold rate usually means the opening promised something the body did not deliver.

On Meta a ThruPlay is a play to 15 seconds, or to the end for shorter videos.

## Related

- [Hold rate for video ads](https://use-addy.site/blog/hold-rate-video-ads)
- [Hook rate](https://use-addy.site/glossary/hook-rate)
- [View-through rate (VTR)](https://use-addy.site/glossary/view-through-rate)
- [Completion rate](https://use-addy.site/glossary/completion-rate)