Measurement
Part of What are average CTV ad completion rates in the UK?
What are average CTV ad completion rates in the UK?
UK CTV ad completion rate benchmarks: BVOD 96-98%, subscription tiers 94-97%, open market 85-92%, long-tail 70-85%, plus five providers and how to set a baseline.
What to take away
- UK CTV completion benchmarks usually run from about 96% to 98% on broadcaster video on demand.
- Subscription ad tiers often report 94% to 97%, curated open market 85% to 92%, and long-tail or FAST inventory 70% to 85%.
- Ad pod length, creative duration, device type and live versus on-demand delivery all move the number.
- Build a benchmark from your own dashboard data rather than accepting a quoted industry average.
- Ask for completed views reported at impression level before agreeing any completion guarantee.
What a CTV completion rate measures
A CTV completion rate is the percentage of ad impressions served to a connected TV that played to the final frame, rather than being skipped, abandoned or cut off part-way through.
It is a playback measure. It says nothing about attention, brand recall or sales, and it sits beneath metrics such as reach and cost per completed view.
Counting is not standardised. Online advertising has always allowed platforms to define an impression slightly differently, and CTV inherits that variation (how online advertising counts an impression).
Broadcaster apps usually report on a census basis, because they control the player. Third-party DSP reporting adds its own filtering, which can shave a point or two off the same campaign.
UK CTV completion benchmarks by placement
A blended UK CTV average often falls near 90% to 94%. Treat placement ranges as more useful than one figure.
UK CTV completion by placement
- BVOD96-98%
- Live simulcast93-96%
- Subscription ad tiers94-97%
- Curated open market85-92%
- Long-tail/FAST70-85%
| Placement type | Typical UK completion range | Main reason |
|---|---|---|
| Broadcaster video on demand: ITVX, Channel 4, Sky | 96% to 98% | Signed-in viewers, short pods, premium content |
| Broadcaster live simulcast | 93% to 96% | Breaks tied to the broadcast clock |
| Subscription platform ad tiers: Netflix, Amazon Prime Video | 94% to 97% | Low ad load, appointment viewing |
| Curated open market through a DSP | 85% to 92% | Mixed publishers and pod rules |
| Long-tail apps and some FAST channels | 70% to 85% | Short sessions, heavy channel switching |
The table names real sources. ITVX is ITV's UK streaming service and uses registered profiles. Channel 4 sells BVOD inventory through its own sales house. Sky Media sells addressable TV and on-demand spots. Netflix's ad tier launched in the UK in November 2022. Amazon Prime Video introduced ads in the UK in January 2024 unless viewers pay extra. Roku's The Roku Channel is a FAST example, with lighter ad loads but shorter sessions.
Why your numbers differ from the benchmark
Hardware is the first variable. Connected TV devices and their operating systems handle autoplay, background play and app switching differently, which changes when a completed view is logged (connected TV devices).
Ad pod length matters more than most buyers expect. A pod of two 15-second spots holds attention better than a four-minute break, and publishers sell both.
Live sport pulls completion around. Viewers leave during breaks and come back, and some platforms still count the served impression.
Viewability and completion are related but distinct, so check which one your contract references. Our guide to CTV ad viewability standards in the UK sets out the evidence a buyer should request.
Measurement carries legal duties too. Joining completion data to device identifiers for verification or fraud checks needs a lawful basis and a retention rule, and the ICO's UK GDPR guidance and resources explain what that requires.
How to set your own completion benchmark
- Fix one definition of a completed view and put it in the brief, in writing.
- Pull impressions, completed views and cost from each platform's own dashboard for the first two weeks.
- Split the data by placement, device and creative length before you compare anything.
- Compare each platform against itself over time, not against a number quoted in a pitch.
- Move budget towards placements that hold their completion rate as frequency rises.
Illustrative example with hypothetical figures: two platforms each receive £5,000 at a £4.00 CPM, so each buys 1,250,000 impressions. At 96% completion platform A delivers 1,200,000 completed views, or £4.17 per thousand. At 84% completion platform B delivers 1,050,000 completed views, or £4.76 per thousand, about 14% more for the same money.
Platform cost per completed view
Platform A
- Completion rate
- 96%
- Completed views
- 1,200,000
- Cost per thousand completed
- £4.17
Platform B
- Completion rate
- 84%
- Completed views
- 1,050,000
- Cost per thousand completed
- £4.76
Frequency changes the picture. A placement that completes well at two exposures can fall away at eight, so review the cap alongside the rate; our notes on frequency capping best practices cover how to set and test one.
Common questions
Is an 85% CTV completion rate good in the UK?
It depends on the placement. Broadcaster video on demand should beat that comfortably, and a mid-range open-market buy landing near it is reasonable. A long-tail app at the same figure deserves a closer look.
Do CTV completion rates differ from online video completion rates?
Yes. CTV ads cannot be skipped or scrolled past in the way in-page video can, so completion is structurally higher. The gap narrows on mobile app inventory measured alongside CTV.
How does completion rate change cost per completed view?
Directly. Two platforms on the same CPM deliver different costs per completed view when their completion rates differ, so price the outcome rather than the impression.
Should I ask for a completion guarantee?
Only if completed views are reported at impression level and can be audited. Otherwise a guarantee is a rebate mechanism with no verifiable trigger.
