B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
92%
92% -- view through rate for YouTube non-skippable ads (2025)
YouTube non-skippable ad spots achieve an average view-through rate of 92%, compared to 25% for skippable ads according to eMarketer.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
92%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
eMarketer
Primary
Tier C
https://adtestingtools.com/articles/master-youtube-non-skippable-ad-testing-best-practices ↗
Source Article
Master YouTube Non-Skippable Ad Testing: Best Practices
Summary
YouTube’s non-skippable ad testing helps you validate 6–15 second spots that viewers can’t skip, boosting brand recall and engagement with real audience feedback. By setting SMART goals—like a specific lift in recall—and running a fast 24-hour concept test before a week-long, multi-market st…
Original Research
eMarketer
· Original study ↗
Methodology
Attributed to eMarketer
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
YouTube non-skippable ads: 92% view through rate. Source: eMarketer (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/nonskippable-view-through-rate-92
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<blockquote cite="https://lighthousedata.io/data/nonskippable-view-through-rate-92" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>92%</strong> -- view through rate for YouTube non-skippable ads<br><small>Source: eMarketer (2025) · <a href="https://lighthousedata.io/data/nonskippable-view-through-rate-92" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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