Completion Rate
The percentage of viewers who watch a series or film to its conclusion.
Definition
Completion rate measures audience retention through to content's end. For streaming platforms, this metric indicates content quality and engagement beyond simple view counts.
High completion rates signal that content delivers on its premise. Low rates may indicate pacing issues, misleading marketing, or quality problems that cause viewer drop-off.
Why It Matters
Streaming services use completion rates to inform renewal decisions and content investments. A show with modest initial viewership but high completion often outperforms a heavily-viewed show that loses audience.
For advertisers and sponsors, completion rate correlates with brand message retention and campaign effectiveness.
Examples in Practice
A documentary series might show 2 million initial viewers but 85% completion, indicating strong engagement. A hyped drama could have 5 million viewers but only 40% completion, suggesting audience disappointment.
Platforms weight completion differently—Netflix prioritizes viewers watching 2+ episodes, while other services track full season completion.