What is the average completion rate for CTV ads?

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Last updated: April 8, 2026

Quick Answer: CTV ad completion rates typically range from 85% to 95%, significantly higher than traditional digital video ads. According to Innovid's 2023 CTV Benchmark Report, the average CTV ad completion rate was 94.5% globally in 2022. This high completion rate is attributed to the full-screen, unskippable nature of most CTV ads and the lean-back viewing environment. Major platforms like Roku and Amazon Fire TV consistently report completion rates above 90% for their advertising inventory.

Key Facts

CTV ad completion rates average 85-95% across platforms
Innovid's 2023 report shows 94.5% global CTV completion rate in 2022
Roku reports 95%+ completion rates for its streaming ads
CTV completion rates are 2-3x higher than mobile video ads
Unskippable ad formats drive 98%+ completion on most CTV platforms

Overview

Connected TV (CTV) advertising refers to video ads delivered through internet-connected television devices, including smart TVs, streaming sticks (like Roku and Amazon Fire TV), and gaming consoles. The CTV advertising market has grown exponentially since 2015, with eMarketer reporting U.S. CTV ad spending reaching $25.9 billion in 2023, up from just $2.1 billion in 2017. This rapid growth coincides with the cord-cutting trend, where 42% of U.S. households had canceled traditional pay-TV services by 2022 according to Leichtman Research. Major players include Roku (which controls 38% of the U.S. CTV market), Amazon Fire TV (34%), and Samsung TV Plus (12%). The high completion rates for CTV ads emerged as a key differentiator from traditional digital advertising, where completion rates for pre-roll video ads on desktop and mobile typically range from 30-70%.

How It Works

CTV ad completion rates are measured through sophisticated tracking technology that monitors when ads begin and end during streaming sessions. Unlike traditional TV advertising measured by Nielsen ratings, CTV uses digital-style metrics including completion rate (percentage of ads viewed to completion), viewability (whether ads were actually seen), and engagement metrics. The high completion rates result from several technical and behavioral factors: CTV ads are typically served as full-screen, unskippable pre-roll or mid-roll placements within streaming content, unlike web video where users can skip after 5 seconds. The living room viewing environment creates a "lean-back" experience where viewers are less likely to abandon ads compared to mobile viewing. Advanced ad serving platforms like Google's Ad Manager, FreeWheel, and Innovid use real-time bidding and frequency capping to optimize delivery, while measurement partners like Moat and DoubleVerify verify completion metrics for advertisers.

Why It Matters

The exceptional completion rates of CTV ads have significant implications for the advertising industry and media economics. For advertisers, 90%+ completion rates translate to dramatically higher message retention and brand recall compared to other digital channels, with studies showing CTV ads generate 2.3x higher brand lift than mobile video. This efficiency has accelerated the shift of television budgets from linear TV to CTV, with major brands allocating 25-40% of their video budgets to CTV in 2023. For streaming platforms, high completion rates support premium CPMs (cost per thousand impressions) ranging from $25-$40, funding the production of original content. Consumers benefit through access to ad-supported free streaming tiers from services like Pluto TV, Tubi, and The Roku Channel, which rely on these high-value ad impressions. The sustainability of this model depends on maintaining completion rates while addressing growing concerns about ad load and frequency.