Direct answer
Retention benchmarks vary by length, niche, and account maturity. This report outlines how to read retention curves, what “good” early retention looks like at different clip lengths, and how to connect editing decisions to measurable lift, without treating any single number as universal.
A framework for interpreting hook rate, average view duration, and completion rate across TikTok, Reels, and Shorts.
Retention is the percentage of a clip that an average viewer watches before dropping off.
A retention curve plots the percentage of viewers still watching at each second of a clip.
Hook rate is the share of viewers who keep watching past the first few seconds of a clip.
Completion rate is the percentage of viewers who watch a clip all the way through.
Average view duration is the mean time viewers spend watching a clip before leaving.
Retention is the percentage of a clip that an average viewer watches before dropping off.
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