The TVision Signal - March 5, 2024
Our Special Monthly Look at CTV Content & Viewer Trends
March 6, 2024
Welcome to the March 2024 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 February 26 and March 3, 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 2/26- 3/3/2024
| Rank | Title | Platform |
|---|---|---|
| 1 | Shōgun (S1) | Hulu |
| 2 | Masters of the Air (S1) | AppleTV+ |
| 3 | Constellation (S1) | AppleTV+ |
| 4 | Last Week Tonight With John Oliver (S11) | Max |
| 5 | Avatar The Last Airbender (S1) | Netflix |
| 6 | The New Look (S1) | AppleTV+ |
| 7 | Love Is Blind (S6) | Amazon |
| 8 | Mr. & Mrs. Smith (S1) | Hulu |
| 9 | Death and Other Details (S1) | Max |
| 10 | The Tourist (S1) | Max |
| 11 | Curb Your Enthusiasm (S12) | Amazon |
| 12 | Bosch: Legacy (S2) | Freevee |
| 13 | The Traitors (S2) | Multiple |
| 14 | Brooklyn Nine-Nine (S1) | Peacock |
| 15 | Couple to Throuple (S1) | Hulu |
| 16 | The Bear (S1) | Hulu |
| 17 | The Bear (S2) | Amazon |
| 18 | Expats (S1) | Netflix |
| 19 | One Day (S1) | Netflix |
| 20 | Can I Tell You A Secret? (S1) | Highcharts.com |
Source: TVision Total View
Shogun, the Hulu drama set in 1600 in Japan premiered at the top of the TVision Power Score rankings for the week of February 26 - March 3, 2024. The first two episodes of the series dropped on February 27.
Top 20 CTV Movies of February 2024
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 February 2024.
The TVision Power Score
Ranking the Top CTV Movies for February 2024
| Rank | Title | Platform |
|---|---|---|
| 1 | Players | Netflix |
| 2 | Mea Culpa | Netflix |
| 3 | They Called Him Mostly Harmless | Netflix |
| 4 | Orion and the Dark | Amazon |
| 5 | This Is Me...Now | Disney+ |
| 6 | Moana | Max |
| 7 | Dune | Hulu |
| 8 | Suncoast | Netflix |
| 9 | Mike Epps: Ready to Sell Out | Disney+ |
| 10 | Encanto | Disney+ |
| 11 | Turning Red | Netflix |
| 12 | The Super Mario Bros. Movie | Max |
| 13 | Tom & Jerry | Netflix |
| 14 | Lift | AppleTV |
| 15 | The Family Plan | Disney+ |
| 16 | Frozen | Paramount+ |
| 17 | PAW Patrol: The Movie | Disney+ |
| 18 | Indiana Jones and the Dial of Destiny | Amazon |
| 19 | Bottoms | Highcharts.com |
Source: TVision Total View
At the top of TVision's Power Score for CTV Movies in February 2024 is the Damon Wayans romantic comedy "Players" on Netflix.
Netflix and Disney+ both had five shows make the CTV Movie Power Score for this month.
Viewers Watch Both Linear and CTV
The percent of households only viewing CTV increased in February, and those only viewing broadcast decreased, compared to January. Still, the vast majority of households watch both.
How Americans Watch TV
| Type | Percentage |
|---|---|
| Broadcast Only | 24.8% |
| Mix of TV Viewing | 58.6% |
| CTV Apps Only | 16.7% |
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 | 49.3% |
| AVOD | 21.5% |
| dMVPD | 11.8% |
| FAST | 8.0% |
| SVOD | 4.8% |
| Other | 3.2% |
The Apps On America’s TVs
The top five apps in February 2024 for Household Reach are Netflix, YouTube, Hulu, Amazon Prime, and Max. These are the same five apps, in the same order from January 2024.
Top CTV Apps by Household Reach (February 2024)
| Rank | App | Household Reach Percentage |
|---|---|---|
| 1 | Netflix | 58.7% |
| 2 | YouTube | 52.1% |
| 3 | Hulu | 36.7% |
| 4 | Amazon Prime Video | 28.2% |
| 5 | Max | 24.3% |
| ... | ... | ... |
The CTV Content Types Engaging Viewers
Like last month, viewers spent 85% of their time watching episodic TV rather than movies. And viewers once again favored older content over newer releases in February, as can be expected given the massive content libraries apps are building out.
Shows vs. Movies
| Type | Percentage |
|---|---|
| Shows | 85% |
| Movies | 15% |
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 | 15% |
| Older Shows | 85% |
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. 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
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.