As the fight for mindshare and subscribers among CTV apps continues, premium content has emerged as one of the major factors in an apps ability to increase engagement with viewers. Prestige television continues to drive audiences to apps, and we are seeing increasing diversity in the apps that users engage with month-to-month, possibly driven by premieres of major programming.
But content is expensive to produce, so it needs to deliver. These are the programs that best delivered engagement and attention in May 2022.
Once again Netflix dominates Share of Viewing Time among new episodic originals on CTV. This metric reveals the proportion of time viewers spent watching a program in comparison to all other time spent viewing original episodic content. It's common to find well-loved series, like "Ozark", and heavily promoted content, like "The Lincoln Lawyer," both on Netflix, at the top of these lists.
|Program||Application||Share of Time Spent|
|The Lincoln Lawyer||Netflix||9%|
|Grace and Frankie||Netflix||9%|
Our Attention Index identifies how viewers paid attention to programming compared to the average show. May's Top CTV shows for Attention includes content from across the CTV ecosystem, including ad-supported apps HBO Max, which secured the top spot with Tokyo Vice. The average linear TV program scores a 100 on the Index. CTV programming typically indexes higher than linear, and the shows that make our Top Five each month really stand out.
|Tokyo Vice||HBO Max||147.5|
|A Very British Scandal||Amazon||145.6|
|Below Deck Down Under||Peacock||142.0|
|The Flight Attendant||HBO Max||141.5|
|Love, Death & Robots||Netflix||140.7|
These are the shows that viewers watched together in May 2022. Our Co-Viewing-Rate measures the percent of time viewers watched the program with more than one person in the room. TVision's person-level insights enable measurement of CTV co-viewing and can provide brands and apps with accurate co-viewing multiples.
|The G Word with Adam Conover||Netflix||70%|
|Tokyo Vice||HBO Max||68%|
|The Creator Cases||Netflix||68%|
|Green Eggs and Ham||Netflix||65%|
These are the programs that viewers were most likely to consume in sessions of three or more episodes at a time. The teen hit, Heartstopper on Netflix, made the list for the second month in a row.
|Program||Application||Binge Watch Rate|
|So Dumb Its Criminal with Snoop Dogg||Peacock||49%|
|Love, Death & Robots||Netflix||49%|
|They Call Me Magic||AppleTV||47%|
Want to learn more about using TV and CTV Engagement and Attention insights to inform your media plans this Upfront season? Download our Ebook.