The TVision Signal - September 5, 2023

The TVision Signal

September 2023 Edition

Our Special Monthly Look at CTV Content & Viewer Trends

September 6, 2023

Welcome to the September 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 August 28 and September 4, 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 8/28- 9/4/2023

This Month

Previous Month

Rank Decrease

Rank Increase

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Netflix Who is Erin Carter (S1)
Disney+ Star Wars: Ahsoka (S1)
Paramount+ Special Ops: Lioness (S1)
Amazon Freevee Jury Duty (S1)
AppleTV+ Invasion (S2)
Hulu Only Murders in the Building (S3)
Netflix Painkiller (S1)
Netflix The Ultimatum: Marry or Move
Paramount+ Star Trek: Strange New Worlds (S2)
Amazon Harlan Coben's Shelter (S1)
Hulu The Bear (S2)
AppleTV+ Hijack (S1)
Amazon Tom Clancy's Jack Ryan (S4)
Netflix Suits (S1)
Amazon Good Omens
AppleTV+ Ted Lasso (S3)
AppleTV+ The Afterparty (S2)
Amazon The Lost Flowers of Alice Hart
Amazon The Wheel of Time (S1)
Hulu The Bear (S1)

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Source: TVision Total View

Two newcomers top the list this week with Netflix's "Who is Erin Carter" edging out Disney+'s "Star Wars: Ahsoka."

Amazon placed five shows on the list and Netflix and Hulu each had four shows make the top 20.

The Shows With Power Score Staying Power

Six shows made the list in each of the five weeks we counted for August. The full period we measured was July 31- September 4, 2023. Those shows include "Good Omens" (S2) from Amazon, "Hijack" (S1) from AppleTV+, "Special Ops: Lioness" (S1) and " Star Trek: Strange New Worlds" (S1) from Paramount+, "Suits" (S1) from Netflix and "The Bear" (S2) from Hulu.  Here is a roundup of the CTV shows that remained on the TVision Power Score Top 20 in August for the most consecutive weeks.

The Apps Producing Engaging Content

August featured a lot of great new content, with many blockbuster premieres across most of the major apps. But Netflix once again posted the most programs on the list by far with 15 shows hitting the TVision Power Score Top 20 in August.

Top 20 CTV Movies of August 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 August.

The TVision Power Score

Ranking the Top CTV Movies for August 2023

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Trending Up

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Netflix Heart of Stone
Netflix Happiness for Beginners
Amazon Red, White & Royal Blue
Netflix Untold: Johnny Football
Disney+ Moana
Netflix They Cloned Tyrone
Netflix The Out-laws
Disney+ Turning Red
Netflix Miraculous: Lady Bug and Cat Noir the Movie
Paramount+ Top Gun: Maverick
Disney+ Guardians of the Galaxy Vol 2
Max Bee Movie
Netflix Untold: Jake Paul The Problem Child
Peacock Jurassic World: Dominion
Netflix Untold: Hall of Shame
Paramount+ Paw Patrol: The Movie
Netflix Missing: The Lucie Blackman Case
Netflix Paradise
Disney+ Thor: Love and Thunder
Peacock Puss in Boots: The Last Wish

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Source: TVision Total View

Led by "Heart of Stone" in first place, Netflix placed ten movies on the list of top movies for August 2023. The series of documentaries "Untold" accounted for three spots on the list. Disney also placed four movies in the top 20.

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. A significant majority of viewing households (58.6%) watched a combination of linear and CTV.  A quarter (24.8%) of viewers only watched TV through CTV Apps, and a smaller 16.7% watched exclusively through broadcast sources.

How Americans Watch TV

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(Share of TV Viewing Households August 2023)

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How Americans Watch TV(Share of TV Viewing Households August 2023)

24.858.616.7 Broadcast OnlyMix of TV ViewingCTV Apps Only

0102030405060708090100

Highcharts.com

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You can see that Streaming, Cable and Broadcast are all well-represented in panel households. In the month of August, Streaming shot up to 93% of all households. Most households are leveraging two or three options throughout the month to watch the content they want to consume.

Platform Reach Within Streaming-Enabled Households

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(August 2023)

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Platform Reach Within Streaming-Enabled Households(August 2023)

7393.556

Series 1CableStreamingBroadcast

5456586062646668707274767880828486889092949698100

Highcharts.com

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Source: TVision Total View

Note, Platform Reach indicates TV services households have viewed at least once within the specified time period.

Apps with both subscription and ad-supported tiers gain share

Data from TVision Total View shows that a growing 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 August viewers increased time spent on subscription only apps as well, while time spent on FAST and dMVPD fell.

Share of Time Spent by App Type

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(August 2023)

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Share of Time Spent by App Type(August 2023)

41.3%21.1%10.6%9.0%5.7%9.3%3.1% Hybrid SVOD/AVODAVODdMVPDFASTMVPDSVODOther

Highcharts.com

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Source: TVision Total View

The Apps On America’s TVs

The top five apps in August 2023 for Household Reach are Netflix, YouTube, Amazon Prime, Hulu and Disney+.

Top CTV Apps by Household Reach (August 2023)

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View as data table, Top CTV Apps by Household Reach (August 2023)

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Top CTV Apps by Household Reach (August 2023)

54.6%51%29.4%34.7%20.4%20.4%

Netflix  –YouTube  –Amazon Prime Video +1Hulu -1Disney+ +1Roku & Other Native FAST  –Max  –Paramount+  –Peacock  –Tubi  –Pluto TV  –Apple TV  –Live TV  –YouTube TV  –Spectrum TV  –Amazon Freevee  –Sling TV  –Discovery+  –Plex +1Xfinity +1STARZ -2VUDU  –DIRECTV  –Philo  –The CW +1Haystack Local and World News  –PBS -2Crunchyroll +4ESPN -1BET plus +13

Highcharts.com

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Source: TVision Total View

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

Binged Shows vs. Weekly Release

Original vs. Syndicated Content

New Shows vs. Older Shows

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.

The TVision Power Score factors in four key metrics: the amount of time viewers pay attention to the program, the amount of program time available for the season, the program’s reach, as well as the application’s reach. This combination of metrics was chosen to enable a neutral look at the quality of programming and its unique, inherent ability to draw in viewers - regardless of the scale of the platform, or the program’s release schedule.

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.

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