The Top CTV Shows in October 2021

The Fall is peak TV season, and while we typically think of seasonal premieres as the domain of linear television, streaming providers are producing high-quality original programming that is capturing attention and breaking viewership records this Fall. 

It's no surprise that Squid Game topped our list for Share of Time Spent (which measures the amount of time viewers spent with a program) in October. Netflix's biggest ever international hit is getting a lot of traction with US audiences as well. Netflix secured the next four spots on the list too, with You (season 3), Maid and Midnight Mass. AppleTV+ placed The Morning Show in the fifth spot on our list and Ted Lasso continues to be a strong performer, as it placed high for Co-viewing as well as Share of Time Spent for the third consecutive month.

In this post, we feature several important metrics for TVision's clients: Share of Time Spent, Attention, Co-Viewing, and Bingeing. We highlight the top five shows in each of these categories below, but if you want to find out which shows made the top 10, click the links for "See the Full List" in each section.

A few dependable patterns have emerged over time - Netflix regularly puts five or more programs in the top ten for share of time spent, and family-friendly originals do well for co-viewing. Well-promoted, high-quality programming captures viewer attention on streaming.

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.

Our Share of Time Spent is a good indicator of the overall popularity of a show, and that’s why it’s no surprise to see Netflix’s mega-hit “Squid Game” top the list.

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Squid Game

Squid Game (S1)

MAID

MAID (S1)

you-season-3-poster-netflix-social-featured

You (S3)

midnight-mass

Midnight Mass (S1)

themorningshow

The Morning Show (S2)

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Top CTV 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.

Ada Twist, Scientist on Netflix tops our list for co-viewing in October. We typically see family-friendly viewing make this list, although coming in at number two in October is "Sexy Beast" a British reality show also on Netflix. 

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adatwist

Ada Twist, Scientist (S1)

sexybeasts

Sexy Beasts (S2)

ten-Year-Old-Tom

Ten Year Old Tom (S1)

danbrown

Dan Brown's "The Lost ymbol"

Ted Lasso (S2)

Ted Lasso (S2)

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.

Everyone loves a good binge-worthy new program. Sexy Beast's tops our list here. Combined with it's second-place finish in co-viewing, it appears viewers pick this show to binge with friends. 

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sexybeasts

Sexy Beasts (S2)

karma

Karma's World (S1)

The Blacklist

The Blacklist (S8)

juanas

The Five Juanas (S1)

insidejob

Titletown High (S1)

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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.

Attention to visible measures how attentive viewers are while in the room when content is being streamed. HBO Max's Ten Year Old Tom tops the list of top CTV shows for Attention in October 2021.

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Top CTV Programs, by Attention Index
en-Year-Old-Tom

Ten Year Old Tom (S1)

acapulco

Acapulco (S1)

lula

LuLa Rich

goliath

Goliath (S4)

Ted Lasso (S2)

Ted Lasso (S2)

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The TV and CTV Attention Report