--- title: What does CODA's Oscar win mean for CTV? description: For the first time a streaming movie has won the Oscar for Best Picture. Congratulations go to AppleTV's CODA. We take a look at the state of streaming original movies and what that means for the CTV industry moving forward. image: https://www.tvisioninsights.com/hubfs/Slide1%208.jpg --- [![TVision Logo](https://www.tvisioninsights.com/hs-fs/hubfs/TVision%20Brand%20Guidelines/TVision_logo_color_rgb_whiteText.png?width=1804&height=202&name=TVision_logo_color_rgb_whiteText.png "TVision Logo")](https://www.tvisioninsights.com/) Blog  |   Insights # What does CODA's Oscar win mean for CTV? March 28   |   Blog  |   Insights There was a lot to discuss at the 2022 Oscars - from the [red carpet fashions](https://www.cnn.com/style/article/red-carpet-fashion-at-the-2022-oscars/index.html) to Will Smith's reaction, but one story we don't want to miss in the post-Oscar analysis is the story of [AppleTV+'s CODA](https://tv.apple.com/us/movie/coda/umc.cmc.3eh9r5iz32ggdm4ccvw5igiir). The [first straight-to-streaming movie to win an Oscar,](https://www.vulture.com/2022/03/2022-oscars-coda-best-picture-winner.html) CODA presents an interesting case study. It comes at a time when the movie industry is moving past the pandemic and developing its distribution strategies for a post-COVID world. Simultaneously, viewers are spending more time with CTV than linear and streaming apps are fighting for both subscribers and share of time spent viewing.  According to TVision's data CODA is one of the better-performing programs for AppleTV+ with an Attention to Visible Index of 156.3 since its introduction in August 2021 through March 25, 2022. In comparison, AppleTV+ content over the time period averaged an index of 123.2. CODA's above-average indexes indicate the movie performed better than average for keeping viewers in the room (for all TV content, as well as AppleTV+'s stronger than usual content). Additionally, CODA was co-viewed 55% of the time, far above ApplesTV+'s typical rate of 39%. Co-viewing is an important metric that accounts for how many people, not just households, actually tuned in. We know that programs that are co-viewed also grab higher attention than shows that viewers watch alone.  ![Slide1](https://www.tvisioninsights.com/hs-fs/hubfs/Slide1.jpeg?width=720&name=Slide1.jpeg) It's also clear in TVision's data that the Oscar nomination in February led to a dramatic increase in viewership for CODA, which registered a 2% share of all time spent viewing CTV original movies in March 2022.  This is significant when considering that blockbusters like Turning Red on Disney+ and The Adam Project on Netflix premiered in March, and CODA had been available since August 2021.  ![Screen Shot 2022-03-28 at 1.46.19 PM](https://www.tvisioninsights.com/hs-fs/hubfs/Screen%20Shot%202022-03-28%20at%201.46.19%20PM.png?width=882&name=Screen%20Shot%202022-03-28%20at%201.46.19%20PM.png) What does an Oscar nomination mean for streaming content providers? For Apple, CODA's 2% share of time spent in March compares to other breakout Apple TV+ hits like Ted Lasso. Premium content like CODA and Ted Lasso are the types of programs that can draw in subscribers and keep them tuning into new content. You can see how all apps perform for Share of Time Spent, and how Ted Lasso impacted AppleTV's market share in [our recent CTV report.](https://info.tvisioninsights.com/ctv-advertising-report-december-2021-0)  [![Upfront Guide](https://no-cache.hubspot.com/cta/default/3023204/905bf1e4-1a48-45ea-9dbf-9ff2f6bb8abb.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/905bf1e4-1a48-45ea-9dbf-9ff2f6bb8abb) ![LinkedIn](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/linkedin-icon.png) ![Twitter](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/twitter-icon.png) ![Facebook](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/fb-icon.png) ## More resources from TVision [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New TV Attention and Creative Impact Report](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform. [Read More](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) ### Find Your Brand's TV Performance Or try these: [Geico](https://www.tvisioninsights.com/search-results?brand=Geico), [Amazon](https://www.tvisioninsights.com/search-results?brand=Amazon), [Progressive](https://www.tvisioninsights.com/search-results?brand=Progressive), [State Farm](https://www.tvisioninsights.com/search-results?brand=State%20Farm), [T-Mobile](https://www.tvisioninsights.com/search-results?brand=T-Mobile) ## Get in Touch Need more info, have a question or want a demo? Tell us a little bit more and we'll respond shortly. ## Stay Up to Date The TV landscape is changing quickly. 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