Connected TV (CTV) has disconnected the traditional advertising model used in television. With the “walled gardens” using proprietary metrics to explain subscriber and audience rates it can seem harder than ever to understand how viewers are engaging with CTV. But TVision's metrics are transparent and agnostic, we accurately and passively measure engagement - including time spent, attention, co-viewing and bingeing- across hundreds of apps.
Our August report on the CTV shows that are engaging audiences provides valuable insight into CTV viewer behaviors. We can tell you, for example, that CTV viewers seem to devour new premium content as soon as it’s available, often by bingeing. And whether your target demo prefers reality programming or episodic comedy/drama, there’s an audience out there for you.
Furthermore, our attention metrics provide a basis for not only comparing one CTV show to another but for apples-to-apples comparisons between CTV and linear TV. We know, for example, that the highest-rated broadcast TV show in August for ad attention — and really, for an advertiser that’s what ought to matter most — was ABC’s Holey Moley 3D in 2D. On the other hand, the CTV program that drew the highest Attention score was Cooking with Paris on Netflix.
We can also tell you that Netflix viewers also enjoyed bingeing on Car Masters: Rust to Riches and that Disney+ scored highly for co-viewing — i.e., shows that parents and kids can watch together. No surprise there. But if you’re looking outside the box for family fare, our numbers also reveal a couple of surprises (see “Co-Viewing Content”).
Basically, our cutting-edge technology keeps you clued in to what’s happening in the world of cord-cutters and cord-nevers.
One of the biggest takeaways from our monthly reports is how quickly things can change in CTV. In July, Virgin River was the undisputed leader of the streaming universe, in terms of the time viewers spent engaged with the show. By August it was in a distant second.
The new leader? Check out our lists below to see.