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JUNE 25, 2026 |
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Key stat: TikTok audiences watch just 21% of the average branded video, meaning 4 out of 5 viewers drop off before the end, according to a March report from Dash Social. |
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Beyond the chart: |
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Modest retention hasn't slowed TikTok's reach, which is exploding in commerce categories. Average monthly video views
grew 68% YoY, with wellness up 391%, CPG up 132%, and retail up 126%, according to EMARKETER's Industry KPIs data from Dash Social. |
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Use this chart: Drop this into your social strategy deck to reset expectations on TikTok performance. Benchmark your category against the 21% average, then use it to argue for entertainment-first edits that hook viewers early and save the brand message for the end, where retention and consideration hold up best. |
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Related EMARKETER reports: |
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EMARKETER has over 3,000 charts visualizing trends across digital advertising, ecommerce growth, Gen Z behavior, and more. See how clients use them to add credibility to strategy presentations, enhance pitch decks with market insights, and attract and engage prospects. |
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