The Top CTV Shows in July 2021

August 20

As viewers increasingly migrate to streaming and connected TV viewing, we're seeing increasingly diverse viewing across a range of applications.  US homes now have almost eight apps installed per TV and as a result, a broader range of platforms and programs have made our CTV Top Ten lists for Share of Time Spent, Co-viewing, Attention, and Binge Rate. 

Note, the lists below highlight the top five for each of the above categories, but by clicking on the red "See the full list" links you can get to the top 10.  

TVision uses cutting-edge technology to uncover second-by-second, person-level CTV engagement data. We enable a holistic view of the CTV landscape across nearly 20,000 hours of streaming content on all significant streaming platforms. For a deeper look into CTV performance, read our CTV Advertising Report.

Top CTV Programs, by Share Time of Spent

Share of Time Spent ranks shows by the proportion of time viewers spent tuned to the content. For this report, we are specifically looking at time spent with new, original, episodic CTV programming

Virgin River pulled an impressive 17% of time spent with new, original, episodic content. In fact, when we ranked the list to include all content, not just new seasons, they still maintained their #1 rank - capturing over 10% of ALL time spent with original, episodic content in July. Also notable, Loki prevented a Netflix clean sweep of the Share of Time Spent category. Loki's share dropped slightly from June, but the series continued to keep viewers tuned in - even though new episodes ended midway through the month. 

 

See the full list
Virgin River

Virgin River (S3)

Application: huluNetflix
Share of Time Spent 17%
Loki9

Loki (S1)

Application: BitmapDisney
Share of Time Spent 8%
NHIE

Never Have I Ever (S2)

Application: huluNetflix
Share of Time Spent 5%
Atypical

Atypical (S4)

Application: huluNetflix
Share of Time Spent 5%
Sex Life

Sex/Life (S1)

Application: huluNetflix
Share of Time Spent 5%

Learn about the #1 TV and CTV Attention Metrics Platform.

Schedule a demo

Top OTT Programs, by Co-Viewing Rate

Co-Viewing Rate refers to the number of episode views with more than one person in front of the screen.

Disney+ has emerged as a reliable presence on our co-viewing lists, as its family-friendly content engages multiple viewers in the home. This month three Disney+ shows made our co-viewing list - Monsters at Work, Behind the Attractions, and The Mysterious Benedict Society. Johnny Test, a reboot on Netflix, is another example of family-friendly content on the list. Shows from across the CTV landscape make up the Top 10 for co-viewing - See the full list with the link below.

See the full list
Johnny Test

Johnny Test (S6)

Application: huluNetflix
Co-Viewing Rate 78%
Feels Like Ishq

Feels Like Ishq (S1)

Application: huluNetflix
Co-Viewing Rate 74%
Monsters at work

Monsters At Work (S1)

Application: BitmapDisney
Co-Viewing Rate 71%
Ted Lasso

Ted Lasso (S2)

Application: 1280px-Apple_TV_Plus_Logo.svg-1
Co-Viewing Rate 70%
Lisey story-1

Lisey's Story (S1)

Application: 1280px-Apple_TV_Plus_Logo.svg-1
Co-Viewing Rate 68%
Or try these: Geico, Amazon, Progressive, State Farm, T-Mobile

Top CTV Programs, by Binge Rate

Binge Rate measures the percentage of episode views where the viewer has watched 3 or more episodes in a single session.

When it comes to the shows we love to binge, Americans are usually looking for shorter content, often comedies or family programming, and this month’s list was no exception. Netflix swept all ten spots in this category. Despite being released on July 15th, Season 2 of the Mindy Kaling produced Never Have I Ever on Netflix made the monthly list as viewers binged the show in its opening days. In fact, the show was Netflix’s top-performing show in a number of markets when it was released, and TVision’s data supports this analysis. 

See the full list
The Seven Deadly Sins Dragons Judgement (S5)

The Seven Deadly Sins: Dragon's Judgement (S5)

Application: huluNetflix
Binge Rate: 51%
Johnny Test

Johnny Test (S6)

Application: huluNetflix
Binge Rate: 51%
BIOHACKERS

Biohackers (S2)

Application: huluNetflix
Binge Rate: 50%
Johnny Test

Johnny Test (S1)

Application: huluNetflix
Binge Rate: 50%
pENGUIN tOWN

Penguin Town (S1)

Application: huluNetflix
Binge Rate: 48%

Learn about the #1 TV and CTV Attention Metrics Platform.

Schedule a demo

Top CTV Programs, by Attention Index

Attention Index measures how effectively a specific program keeps a viewer’s eyes on the TV screen while the viewer is in the room with the TV on. These were the top Streaming shows for Attention this month.

And finally, what would a TV recap in July be without Ted Lasso? The AppleTV+ program is capturing plenty of attention in popular culture and it is certainly driving engagement for Apple TV. Read this comprehensive report from Variety to better understand how big Ted Lasso has been for Apple TV. Ted finds himself in the third spot on our Attention Index for July, following Workin Moms on Netflix and Hacks on HBO Max. 

See the full list
Top CTV Programs, by Attention Index
Working Moms

Workin' Moms (S4)

Application huluNetflix
Attention Index 156.2
hACKS

Hacks (S1)

Application HBO MAX-1
Attention Index 43.2
Ted Lasso

Ted Lasso (S2)

Application 1280px-Apple_TV_Plus_Logo.svg-1
Attention Index 148.7
BIOHACKERS

Biohackers (S2)

Application huluNetflix
Attention Index 146.3
Naomi Osaka

Naomi Osaka (S1)

Application huluNetflix
Attention Index 144.8

Learn about the #1 TV and CTV Attention Metrics Platform.

Schedule a demo

More resources from TVision
Blog Insights
Who's Paying Attention to Political Ads Right Now?
TVision analyzed viewer attention and in-room presence by political party and age, across both CTV and linear TV viewing from September 1, 2023 - February 29, 2024 to understand how viewers are engaging with political ads.
Read More
Insights
2024 Super Bowl: The Top Ads For Viewer Attention
TVision reveals the top ads based on attention from the 2024 Super Bowl, how viewers watched the game, which demos paid the most attention, and of course, there is Taylor Swift, too.
Read More
Blog
Kargo Selects TVision to Optimize CTV Campaigns with Attention and Co-Viewing Data
TVision announced an agreement for Kargo to use TVision’s CTV Campaign Measurement to optimize CTV campaigns for brand clients.
Read More
The TV and CTV Attention Report
Or try these: Geico, Amazon, Progressive, State Farm, T-Mobile