In our monthly look at CTV programming performance, we identify the top new, episodic shows for Share of Time Spent, Co-Viewing, Attention, and Binge Watching.
Similar to last month, CTV viewers spent the majority of their time watching thrillers. Many of the same Netflix shows that captured the highest share of time spent in February maintained their lead into March. We saw one notable addition to the list, as Netflix's popular new action thriller, "The Night Agent," took the number one spot. As a result, Netflix reclaimed its clean sweep of the top five shows for share of time spent. Tense shows also kept viewers' eyes on the screen. Hulu's true crime docuseries, "Stolen Youth," topped the list for attention. Keep reading to see which other CTV shows engaged viewers.
Want to know more about what America is paying attention to? Check out the top linear TV shows and CTV apps for ad attention and download our new State of CTV Advertising Report.
Our Share of Time Spent metric measures the total time viewers spend with a program as a percent of all viewing for new, original episodic CTV content during the time period. In March, the top five shows where CTV viewers spent the most time all came from Netflix. Their new hit thriller, "The Night Agent," which was recently ranked as one of most popular Netflix shows of all time, topped the list. It was closely followed by "You" along with three other thrillers and mysteries that carried over from last month's list.
|Program||Application||Share of Time Spent|
|The Night Agent||Netflix||10%|
|Murdaugh Murders: A Southern Scandal||Netflix||7%|
Our Attention Index identifies how viewers paid attention to programming compared to the average linear program and is a good indicator of the strength of programming and its ability to keep people in the room. In March, Hulu's docuseries about the Sarah Lawrence college cult, "Stolen Youth," commanded the highest viewer attention with AppleTV's new series, "Dear Edward," following just one point behind it.
|Truth Be Told||Apple||146|
These are the shows that viewers watched together in March 2023. Our Co-Viewing Rate measures the percentage 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. TVision often sees that family programming tops the list for co-viewing, and March was no exception. "Gabby's Dollhouse," which recently premiered its seventh season, led the way. It was followed by another animated series, "The Proud Family: Louder and Prouder," on Disney+.
|The Proud Family: Louder and Prouder||Disney+||75%|
|National Treasure: Edge of History||Disney+||55%|
These are the programs that viewers were most likely to consume in sessions of three or more episodes at a time. In March, hit Korean drama series, "The Glory," was the most-binged show. It dropped its much-anticipated Part Two mid-month, which included eight new episodes.
|Program||Application||Binge Watch Rate|
|The Proud Family: Louder and Prouder||Disney+||57%|