# Hook Rate

Canonical: https://seangarschi.com/glossary/hook-rate

**The share of viewers who survive the first three seconds.**

Hook rate is the percentage of people who continue watching a video past its opening seconds, typically measured at the three-second mark. It is the earliest reliable indicator of whether a piece of content will earn distribution.

Because platforms distribute on predicted watch time, hook rate gates everything downstream. A piece with a weak hook and an excellent payoff never gets the reach for the payoff to matter.

Source: https://seangarschi.com/glossary/hook-rate
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