The TVision Signal - July 11, 2023
The TVision Signal
July 2023 Edition
Our Special Monthly Look at CTV Content & Viewer Trends
July 11, 2023
Welcome to the July 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
Kicking things off, we'll look at 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 during the Holiday week of Monday, July 3 through Sunday, July 9, 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 7/2 - 7/9
This Month
| Rank | Show Title |
|---|---|
| 1 | Hulu The Bear (S2) |
| 2 | Disney+ Secret Invasion (S1) |
| 3 | AppleTV+ Hijack (S1) |
| 4 | Amazon Freevee Jury Duty (S1) |
| 5 | Hulu The Bear (S1) |
| 6 | Amazon The Horror of Dolores Roach (S1) |
| 7 | Paramount+ Star Trek: Strange New Worlds (S2) |
| 8 | AppleTV+ Ted Lasso (S3) |
| 9 | AppleTV+ Silo (S1) |
| 10 | Netflix Suits (S2) |
| 11 | Netflix Suits (S3) |
| 12 | Amazon Freevee Tribunal Justice (S1) |
| 13 | Netflix Suits (S1) |
| 14 | Netflix Black Mirror (S6) |
| 15 | Paramount+ Rupaul's Drag Race All Stars (S8) |
| 16 | AppleTV+ Platonic (S1) |
| 17 | Netflix Hack My Home (S1) |
| 18 | AppleTV+ Ted Lasso (S1) |
| 19 | Amazon Shiny Happy People Duggar Family Secrets (S1) |
| 20 | Netflix The Witcher (S3) |
The critically acclaimed "The Bear" on Hulu returned for Season 2 and shot to the top of our CTV Power Rankings in its second week, swapping spots with Disney+'s "Secret Invasion." Significant buzz for "The Bear" also propelled Season 1 into the Top 5. The "Suits" investment continues to pay off for Netflix with three seasons in the Top 20.
The Shows With Power Score Staying Power
Curious to see which shows kept viewers engaged from week to week? Here is a roundup of the CTV shows that remained on the TVision Power Score Top 20 in June for the most consecutive weeks.
The Apps Producing Engaging Content
There was no shortage of great CTV content for viewers to watch in June, but one app far surpassed all others for the sheer number of shows to rank on our Power Score. With 13 shows hitting the TVision Power Score Top 20 in June, Netflix topped the list.
Top 20 CTV Movies of June 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 June.
The TVision Power Score
Ranking the Top CTV Movies for June 2023
This Month
| Rank | Movie Title |
|---|---|
| 1 | Netflix Extraction 2 |
| 2 | Netflix Extraction |
| 3 | Paramount+ Top Gun: Maverick |
| 4 | Netflix We're the Millers |
| 5 | Hulu Flamin' Hot |
| 6 | Disney+ Moana |
| 7 | Netflix Take Care of Maya |
| 8 | Disney+ Spider-Man: Into the Spider-Verse |
| 9 | Peacock Jurassic World Dominion |
| 10 | Peacock Ticket to Paradise |
| 11 | Peacock Minions: The Rise of Gru |
| 12 | Netflix The Mother |
| 13 | Netflix A Beautiful Life |
| 14 | Disney+ Zootopia |
| 15 | Peacock Shooting Stars |
| 16 | Disney+ Turning Red |
| 17 | Peacock M3GAN |
| 18 | AppleTV Ghosted |
| 19 | Disney+ Encanto |
| 20 | Netflix Victim/Suspect |
Netflix landed three of the top four spots in our CTV PowerScore for Movies in June 2023. The 2013 Jason Sudeikis and Jennifer Aniston movie "We're the Millers" dropped on Netflix June 1 of 2023 and shot to number 4 on the list. Catch it soon, as it's only available until July 31. Meanwhile, "Extraction 2", and "Extraction," both on Netflix, took spots 1 and 2 on the list.
In total, Netflix placed 7 movies on the list and Disney+ and Peacock each had 5.
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 (53%) watched a combination of linear and CTV, while 28.1% only watched TV through CTV Apps, and 18.9% watched exclusively through broadcast sources.
How Americans Watch TV
You can see that Streaming, Cable and Linear are all well-represented in panel households. In the month of June, Cable had a 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
Note, Platform Reach indicates TV services households have viewed at least once within the specified time period.
Ad-Supported Apps Lead the Future of CTV
Data from TVision Total View shows that over half of the Time Spent Viewing CTV went to AVOD Apps and Apps that offer a combination of premium subscription-only and ad-supported tiers, such as those offered by Netflix, Disney+, Hulu and Max. In June viewers increased time spent on Hybrid, AVOD and FAST apps, while decreasing time with dMVPDs and MVPDs.
Share of Time Spent by App Type
The Apps On America’s TVs
Disney+ returned to the top five on the strength of the new Marvel series "Secret Invasion" and Spiderman: Return to the Spider-Verse. At the very top of the list, YouTube continues to slowly close the gap with Netflix.
Top CTV Apps by Household Reach (June 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
| 87% | 13% |
| Shows | Movies |
Binged Shows vs. Weekly Release
| 83% | 17% |
| Binge Release | Weekly Release |
Original vs. Syndicated Content
| 58% | 42% |
| Original | Syndicated |
New Shows vs. Older Shows
| 11% | 89% |
| New Shows | Older Shows |
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