The TVision Signal - November 7, 2023
Our Special Monthly Look at CTV Content & Viewer Trends
November 7, 2023
Welcome to the November 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 October 30 and November 5, 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 10/30- 11/5/2023
| Rank | Show | Platform |
|---|---|---|
| 1 | Bosch: Legacy (S2) | Amazon Freevee |
| 2 | Loki (S2) | Disney+ |
| 3 | The Morning Show (S3) | AppleTV+ |
| 4 | Gen V (S1) | Amazon |
| 5 | Star Trek: Lower Decks (S4) | Paramount+ |
| 6 | The Fall of the House of Usher | Netflix |
| 7 | Get Gotti (S1) | Netflix |
| 8 | Only Murders in the Building (S3) | Hulu |
| 9 | Bodies (S1) | Netflix |
| 10 | Lessons in Chemistry (S1) | AppleTV+ |
| 11 | Friends (S1) | Max |
| 12 | The Great British Baking Show (S11) | Netflix |
| 13 | Beckham (S1) | Netflix |
| 14 | Lupin (S3) | Netflix |
| 15 | American Horror Story: Delicate (S12) | Hulu |
| 16 | Star Wars: Ahsoka (S1) | Disney+ |
| 17 | Friends (S3) | Max |
| 18 | Friends (S2) | Max |
| 19 | Suits (S8) | Netflix |
| 20 | The Gilded Age (S1) | Max |
Amazon Freevee's second season of "Bosch: Legacy" topped the TVision Power Score this week. Three "Friends" seasons (Max) made the Power Score Top 20 this week as television viewers remembered Matthew Perry.
Netflix had seven shows make the list and Max had four, but neither app placed a show in the Top 5.
The Shows With Power Score Staying Power
Six shows made the Power Score in each of the three measured weeks of October 2023 (October 9-29). In lieu of a regular weekly report, we produced a quarterly recap the first week of October.
The Apps Producing Engaging Content
Netflix once again led the list with 14 shows making their way to the TVision Power Score in October. AppleTV+ was next with six shows making the list at least one time in October.
Top 20 CTV Movies of October 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 October.
The TVision Power Score
Ranking the Top CTV Movies for October 2023
| Rank | Movie | Platform |
|---|---|---|
| 1 | Tim Burton's The Nightmare Before Christmas | Disney+ |
| 2 | It's the Great Pumpkin Charlie Brown | AppleTV+ |
| 3 | The Burial | Amazon |
| 4 | Totally Killer | Amazon |
| 5 | Beetlejuice | Peacock |
| 6 | Hocus Pocus 2 | Disney+ |
| 7 | A Million Miles Away | Amazon |
| 8 | Reptile | Netflix |
| 9 | Moana | Disney+ |
| 10 | Paw Patrol: The Movie | Paramount+ |
| 11 | The Little Things | Max |
| 12 | Hubie Halloween | Netflix |
| 13 | Turning Red | Disney+ |
| 14 | Top Gun: Maverick | Paramount+ |
| 15 | Frozen | Disney+ |
| 16 | Awareness | Amazon |
| 17 | Five Nights at Freddy's | Peacock |
| 18 | Minions: The Rise of Gru | Peacock |
| 19 | Puss in Boots: The Last Wish | Peacock |
| 20 | Halloween Ends | Peacock |
TVision's Power Score for CTV Movies in October 2023 has a decidedly Halloween feel to it with five out of the top six movies on the list horrors, or Halloween-themed movies. Of course, no one is quite sure if "Tim Burton's the Nightmare Before Christmas" (Disney+) is a Halloween movie or a Christmas movie, but we are sure that it keeps viewers entertained - it tops the TVision Power Score in October.
Viewers Watch Both Linear and CTV
The majority of homes are watching both linear and CTV every month. In fact, in October we saw a decrease in CTV-only viewing.
| How Americans Watch TV | |
|---|---|
| Broadcast Only | 18.7% |
| Mix of TV Viewing | 60.2% |
| CTV Apps Only | 21.1% |
In this section we examine household reach for Streaming, Cable and Broadcast. In the month of October, Streaming fell to 90.7% of all households. The smallest percentage - but still a clear majority - of homes accessed broadcast in October - 66.3%.
| Platform Reach Within Streaming-Enabled Households | |
|---|---|
| Cable | 75.4% |
| Streaming | 90.7% |
| Broadcast | 66.3% |
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 |
|---|
| Hybrid SVOD/AVOD |
| AVOD |
| dMVPD |
| FAST |
| SVOD |
| Other |
The Apps On America’s TVs
The top five apps in October 2023 for Household Reach are Netflix, YouTube, Hulu, Amazon Prime, Hulu and Max. The Top Ten held mostly steady, but farther down the list apps continue to jockey for position, with small changes in percent of households reached resulting in movement up or down the list.
| Top CTV Apps by Household Reach (October 2023) |
|---|
| Netflix |
| YouTube |
| Hulu |
| Amazon Prime Video |
| Max |
The CTV Content Types Engaging Viewers
In October the split between episodes and movies and binge or weekly formats stayed consistent from September. There was a slight increase in share of time spent with new content in October, perhaps as viewers settle into the Fall season.
Shows vs. Movies
| 87% | 13% |
| Shows | Movies |
Binged Shows vs. Weekly Release
| 87% | 13% |
| Binge Release | Weekly Release |
Original vs. Syndicated Content
| 55% | 45% |
| Original | Syndicated |
New Shows vs. Older Shows
| 11% | 89% |
| 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.