BetaBoston: Boston startup TVision Insights adds more data to TV advertising

Welcome to TVision’s State of Streaming, August 2025 edition. In this report we take a look at the apps, viewer trends, shows and events that were key to streaming innovation in the first half of 2025. We reveal the apps on America's TVs; how genre alignment impacts ad attention; how content ratings impact attention, the increase in streaming live sports, and more.

The IAB/MRC Attention Measurement Guidelines are validation of the momentum and value of attention measurement in the market. The joint efforts of the MRC, the IAB, and its member committee (of which TVision is a contributor) is a needed and important effort.

TVision, the company measuring every second of TV and CTV viewer engagement, and Xumo, the streaming platform joint venture between Comcast and Charter Communications, today announced that Xumo Play viewer ad attention far exceeds industry standards.