The TVision Signal - April 3, 2024
The TVision Signal
April 2024 Edition
Welcome to the April 2024 edition of the TVision Signal Report. In addition to sharing insight into the shows that are performing best across streaming apps in our weekly TVision Power Score, once a month we take a deeper dive into the viewer and content trends shaping the future of the CTV landscape. Want to find out which programs and apps are drawing in audiences and keeping them engaged? Or how viewers split their time between streaming and linear? Keep reading to find out!
Catch up on all of our past reports and check out our FAQs to learn more.
Top 20 CTV Shows of the Week
First let's examine the shows and movies that are ranking highest according to our signature TVision Power Score. Here are the shows that topped the Power Score list between March 25 and March 31, 2024 thanks to their ability to both attract viewers and hold their attention throughout the show.
The TVision Power Score
Ranking the Top CTV Shows for 3/25- 3/31/2024
This Month
| Rank | Show Name | Network |
|---|---|---|
| 1 | Palm Royale (S1) | AppleTV |
| 2 | 3 Body Problem (S1) | Netflix |
| 3 | Apples Never Fall (S1) | Peacock |
| 4 | We Were The Lucky Ones (S1) | Hulu |
| 5 | X-Men ’97 (S1) | Disney+ |
| 6 | The Gentlemen (S1) | Netflix |
| 7 | Curb Your Enthusiasm (S12) | Max |
| 8 | Testament: The Story of Moses (S1) | Netflix |
| 9 | Manhunt (S1) | AppleTV |
| 10 | Girls5eva (S1) | Multiple |
| 11 | Star Wars: The Bad Batch (S3) | Disney+ |
| 12 | Constellation (S1) | AppleTV |
| 13 | Girls5eva (S3) | Amazon |
| 14 | American Rust (S2) | Max |
| 15 | The Regime (S1) | Paramount+ |
| 16 | Halo (S2) | Netflix |
| 17 | Blown Away (S4) | Hulu |
| 18 | Shōgun (S1) | AppleTV |
| 19 | Masters of the Air (S1) | Multiple |
| 20 | Girls5eva (S2) | Highcharts.com |
Palm Royale on AppleTV maintained its spot at the top of the TVision Power Score for the week of March 25-31, 2024. Apple placed four shows on the list overall.
Top 20 CTV Movies of March 2024
Want to know which movies are best engaging viewers across all apps? Here are the movies that topped the Power Score list in March 2024.
The TVision Power Score
Ranking the Top CTV Movies for March 2024
This Month
| Rank | Movie Name | Network |
|---|---|---|
| 1 | Road House | Amazon |
| 2 | Wonka | Max |
| 3 | Poor Things | Hulu |
| 4 | Damsel | Netflix |
| 5 | Taylor Swift | Disney+ |
| 6 | Irish Wish | Netflix |
| 7 | Freaknik: The Wildest Party Never Told | Hulu |
| 8 | Dune | AppleTV |
| 9 | Napoleon | Netflix |
| 10 | Spaceman | Netflix |
| 11 | Code 8 Part II | Netflix |
| 12 | Shirley | Netflix |
| 13 | The Super Mario Bros. Movie | Peacock |
| 14 | Five Nights At Freddy's (2023) | Netflix |
| 15 | Mea Culpa | Paramount+ |
| 16 | Players | Peacock |
| 17 | Stormy | Disney+ |
| 18 | Moana | Max |
| 19 | Dream Scenario | Highcharts.com |
At the top of TVision's Power Score for CTV Movies in March is "Road House" on Amazon. Wonka, on Max, Poor Things (Hulu) Damsel (Netflix) and "The Eras Tour: Taylor's Version" (Disney+) round out the top five. The second part of the Taylor Swift concert, which includes the acoustic extras also made the list for Disney+.
Viewers Watch Both Linear and CTV
The percent of households only viewing CTV decreased in March, compared to February. Still, the vast majority of households watch both.
How Americans Watch TV
In this section we examine household reach for Streaming, Cable and Broadcast. Most households continue to leverage all three.
Platform Reach Within Streaming-Enabled Households
| Platform Type | Reach |
|---|---|
| Cable | 72.5% |
| Streaming | 89.7% |
| Broadcast | 64.4% |
Note, Platform Reach indicates TV services households have viewed at least once within the specified time period.
Apps with Ad-Supported Options Gain Share
Data from TVision Total View shows that the largest category of apps - those that offer both ad and ad-free options, such as Netflix, Hulu and Disney+ - continues to gain share.
Share of Time Spent by App Type
| App Type | Share |
|---|---|
| Hybrid SVOD/AVOD | 47.7% |
| AVOD | 22.5% |
| dMVPD | 12.0% |
| FAST | 8.1% |
| SVOD | 5.0% |
| Other | 2.9% |
The Apps On America’s TVs
The top five apps in March 2024 for Household Reach are Netflix, YouTube, Hulu, Amazon Prime, and Max. The same five apps have maintained their same spots each month of 2024.
Top CTV Apps by Household Reach (March 2024)
| Rank | App Name | Reach |
|---|---|---|
| 1 | Netflix | 59.5% |
| 2 | YouTube | 53.6% |
| 3 | Hulu | 37.3% |
| 4 | Amazon Prime Video | 28.5% |
| 5 | Max | 25.7% |
The CTV Content Types Engaging Viewers
Viewers spent 82% of their time watching episodic TV rather than movies, whereas in February viewers spent 85% on episodic TV. But viewers consume more new content in March compared to February. 22% of viewing time went to new programs, as compared to 15% the month prior.
Shows vs. Movies
| Type | Percentage |
|---|---|
| Shows | 82% |
| Movies | 18% |
Binged Shows vs. Weekly Release
| Type | Percentage |
|---|---|
| Binge Release | 86% |
| Weekly Release | 14% |
Original vs. Syndicated Content
| Type | Percentage |
|---|---|
| Original | 59% |
| Syndicated | 41% |
New Shows vs. Older Shows
| Type | Percentage |
|---|---|
| New Shows | 22% |
| Older Shows | 78% |
Want to learn more about the TVision Signal Report? Check out our FAQs here.
Take Action with TVision Total View
Want more insight into the most engaging programs across CTV? TVision has recently introduced Total View, the industry’s most comprehensive look at person-level viewer engagement across both CTV and linear. With a unified view of the entire TV landscape, media sellers can identify premium impressions based on viewer engagement and show the true value of their media properties. Want to learn how you can gain key engagement metrics like attention and co-viewing for ad performance and viewer trends across hundreds of apps, networks, and thousands of shows? Contact us today to get started or request a demo.
Methodology & Metrics
TVision measures Viewer Presence and Attention for every second of programming and advertising on television. Every time a person walks into the room, our technology detects who the viewer is, where they are in the room, and what their eyes are looking at. TVision’s data is collected from an opt-in panel of 5,000 homes across the United States and weighted to represent the country. All demographic data is self-reported by the respondents. Linear and CTV ad impressions data in this report is from May 1 – May 31, 2023 or May 29 – June 4, 2023, unless otherwise indicated.
About the TVision Power Score
The TVision Power Score is a completely new ranking designed to factor in both viewership and engagement when measuring the performance of CTV programming. The Power Score is based on the industry’s most comprehensive view of the CTV landscape - TVision measures activity across over 1,000 apps - and enables an accurate understanding of the relative performance of CTV content across any app. This new way to understand show performance will enable industry watchers to more quickly identify trending content and CTV’s hottest programming and even uncover hidden gems distributed through smaller apps.
TVision Metrics
TVision Power Score: TVision's Power Score represents how engaged audiences are for any given program. Our formula looks at (Attentive seconds / Seconds Available) x (Program Reach per Season / Publisher Reach).
Share of Time Spent: Compares the distribution of time spent viewing the app or program relative to the selected variable.
Binge Release: Model in which multiple episodes in a season are released at the same time.
Weekly Release: Model in which shows release one new episode in a season at a time over the course of several weeks.
New Shows: Show has aired new episodes within the last 30 days.
Older Shows: Shows has not aired new episodes in the last 30 days.
Original Content: Programs that are exclusive to a single platform.
Syndicated Content/Streaming Library Content: Programs that airs on multiple CTV platforms or have their entire suite of content available.