Thumbstop Rate
Hook RateThumbstop rate (also called hook rate) measures the percentage of people who stop scrolling and watch the first few seconds of a video ad.
There's no single official definition of the time window — some teams measure 3-second views ÷ impressions, others use platform-specific "ThruPlay" starts. Whatever definition a team uses, the important thing is consistency over time so the number is comparable across creative tests.
A low thumbstop rate against a high completion rate among the small group that did stop is a common signal: the hook is the problem, not the content. Fix the first three seconds before touching the rest of the edit.
No single standard definition
Thumbstop rate and hook rate are used interchangeably by most practitioners, but neither has a single industry-standard formula — always confirm what window and denominator a report is using.
Related terms