The TVision Signal - August 9, 2023

Our Special Monthly Look at CTV Content & Viewer Trends

August 9, 2023

Welcome to the August 2023 edition of the TVision Signal Report. Think of it as an extended edition of our weekly TVision Power Score. In addition to sharing insight into the shows that are performing best across streaming apps, we're taking 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 the rise of streaming has impacted linear TV viewing? 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 July 31 and August 6, 2023 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 7/31 - 8/6

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Chart with 20 data points.

AppleTV+'s "Hijack" returned to the top spot on the list. "Special Ops: Lioness" from Paramount+ and "Secret Invasion" from Disney+ also performed well this week.

The Shows With Power Score Staying Power

"The Bear" was a hit for Hulu. Not only did people engage well with Season 2 viewers also watched Season 1, either for the first time or to refresh their memories before diving into Season 2. Both seasons of "The Bear" made the Power Score each week in July. "Secret Invasion", "Star Trek" (Paramount+), and "Jury Duty" (Amazon Freevee) were also consistent performers.  Here is a roundup of the CTV shows that remained on the TVision Power Score Top 20 in July for the most consecutive weeks.

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The Apps Producing Engaging Content

There was no shortage of great CTV content for viewers to watch in July. While Netflix only placed a single show ( "Suits", S1) in the top five of the TVision Power Score this month, they did land the most shows on the Top 20 overall. With 13 shows hitting the TVision Power Score Top 20 in July, Netflix dominated the Power Score again.

Top 20 CTV Movies of July 2023

Want to know which of this year’s movies are best engaging viewers across all apps? Here are the movies that topped the Power Score list in July.

The TVision Power Score

Ranking the Top CTV Movies for July 2023

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Chart with 20 data points.

Netflix landed four of the top five spots in our CTV PowerScore for Movies in July 2023. While "The Out-Laws" may not have scored too well on Rotten Tomatoes, it's clear that many viewers tuned in and paid attention. The show topped the list for July. "They Cloned Tyrone", "Extraction 2" and "Happiness for Beginners" also made the list. " Puss in Boots: The Last Wish" on Peacock was the only non-Netflix movie to crack the top five.

In total, Netflix placed 7 movies on the list and Disney+ and Peacock each had 4.

Viewers Watch Both Linear and CTV

While cord-cutting gets a lot of attention a close look at viewer behavior data reveals that many viewers are watching both linear and CTV. The majority of viewing households (55.7%) watched a combination of linear and CTV. In fact, more households watched both this month than in June.  More than a quarter (27.8%) of viewers only watched TV through CTV Apps, and a smaller 16.5% watched exclusively through broadcast sources.

How Americans Watch TV

(Share of TV Viewing Households July 2023)

You can see that Streaming, Cable and Linear are all well-represented in panel households. In the month of July, Cable maintained its slight lead over Streaming. Most households are alternating between all three options throughout the month to watch the content they want to consume.

Platform Reach Within Streaming-Enabled Households

(July 2023)

Source: TVision Total View

Apps with both subscription and ad-supported tiers gain share

Data from TVision Total View shows that a significant portion of Time Spent Viewing CTV went to Apps that offer a combination of premium subscription-only and ad-supported tiers, such as those offered by Netflix, Disney+, Hulu and Max.  In July viewers increased time spent on Hybrid apps, while time spent on strictly AVOD and FAST apps declined.

Share of Time Spent by App Type

(July 2023)

The Apps On America’s TVs

The top five apps, including Netflix, YouTube, Hulu, Amazon Prime and Peacock maintain their spots in terms of Household Reach for July 2023. The next three apps - Max, Disney+ and The Roku Channel and other fast apps, continue to jockey for positioning. All ten of the top apps reach more than 20% of all households in our panel.

Top CTV Apps by Household Reach (July 2023)

The CTV Content Types Engaging Viewers

While premium content is essential for engaging CTV viewers, a strong assortment of streaming library content is also valuable for application providers looking to attract more viewers. Here is a breakdown of where viewers spend their time across different types of content.

Shows vs. Movies
88% 12%
Shows Movies

Binged Shows vs. Weekly Release
85% 15%
Binge Release Weekly Release

Original vs. Syndicated Content
58% 42%
Original Syndicated

New Shows vs. Older Shows
15% 85%
New Shows Older Shows

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. We do all this without personally identifying individual users, and without transmitting any images or videos. 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