In the competitive race for subscribers, CTV apps must rely on compelling content that brings in viewers. In the lists below, we use TVision's CTV metrics, including Share of Time Spent, Attention, Co-Viewing Rate, and Binge Rate to provide insights into how well CTV content engages its audience. As a sneak peek, in March 2022 Inventing Anna and Bridgerton on Netflix topped the list in terms of programming that viewers spent the most time watching.
If you're also interested in knowing what content provides the best ad environments, check out our lists for March's top-performing AVOD apps and Linear TV programs for ad attention. Looking for the top brands and advertisements of the month? Check out the story, here.
We typically see new releases top the charts for Share of Time Spent on CTV, which reveals the proportion of time viewers spent watching a program in comparison to all other time spent viewing original episodic content. Netflix programs do particularly well because of the apps' market-leading household reach. Its large subscriber base means more potential viewers can engage with the content. Highly promoted and anticipated shows often top our list of Share of Time Spent for the first month after their release.
|Program||Application||Share of Time Spent|
|Inventing Anna (S1)||Netflix||19%|
|Pieces of Her (S1)||Netflix||11%|
|Love Is Blind (S2)||Netflix||7%|
|Is It Cake? (S1)||Netflix||5%|
Our Attention Index identifies how viewers paid attention to programming compared to the average show. 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.
|Lies and Deceit (S1)||Netflix||159.0|
|He-Man and the Masters of the Universe (S2)||Netflix||146.1|
|Star Trek: Picard (S1)||Paramount+||145.4|
|Pieces of Her (S1)||Netflix||141.9|
|The Dropout (S1)||Hulu||141.6|
These are the shows that viewers watched together in March 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.
|Pam & Tommy (S1)||Hulu||73%|
|Making Fun (S1)||Netflix||69%|
|Our Flag Means Death (S1)||HBO Max||69%|
|The Righteous Gemstones (S2)||HBO Max||67%|
|Is It Cake? (S1)||Netflix||67%|
These are the programs that viewers were most likely to consume in sessions of three or more episodes at a time. These shows are typically shorter - 30 minutes or less - and lighter content. Cartoons, like The Cuphead Show on Netflix generally perform well in this category.
|Program||Application||Binge Watch Rate|
|Judy Justice (S1)||IMDB TV||51%|
|The Cuphead Show! (S1)||Netflix||49%|
|The Boys Presents: Diabolical (S1)||Amazon||49%|
|The Legend of Vox Machina (S1)||Amazon||49%|
|Raising Dion (S2)||Netflix||46%|
Want to learn more about using TV and CTV Engagement and Attention insights to inform your media plans this Upfront season? Download our Ebook.