Flat retention

Retention graphs fall early, while people are still deciding whether to stay. What the line does afterwards is what creators mean by flat: it runs roughly level across the rest of the runtime rather than sloping away. A flat curve says the video kept the viewers it earned. The height it flattens at still matters, though, because a video holding 30 per cent and one holding 65 per cent can draw the same shape and they are nowhere near the same result. Read the shape and the height together.