--- title: The Top CTV Shows in September 2021 description: The CTV Shows That Captured Attention in July 2021 image: https://www.tvisioninsights.com/hubfs/AAAABd4HzFv-sgspS4IfKaFiC_GRuBdX0r_aUXQujO02SaV23R6hBbiyDMuKe2-wAqNgUwDxPwKXcFiZsAX3etoyh9v--hjr.jpg --- [![TVision Logo](https://www.tvisioninsights.com/hs-fs/hubfs/TVision%20Brand%20Guidelines/TVision_logo_color_rgb_whiteText.png?width=1804&height=202&name=TVision_logo_color_rgb_whiteText.png "TVision Logo")](https://www.tvisioninsights.com/) # The Top CTV Shows in September 2021 October 29 Throughout 2021 marketers and advertisers have put an emphasis on figuring out CTV advertising - how to measure it, the formats that work, opportunities for product placements on SVOD programming, the AVOD apps that deliver engaged audiences, and how to balance CTV ads with existing linear TV plans.  Meanwhile, streaming providers are looking for ways to understand their overall performance, given most of the major competitors are less than transparent with their own viewership and engagement data. Figuring out which content drives engagement with the app, keeps subscribers tuned in, and captures new audiences is critical. TVision’s clients are keyed into several important metrics, which we feature here: 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, family-friendly programming at Disney+ dominates co-viewing, and 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](https://www.netflix.com/title/81040344)” on the list. The show took off in September, but we expect to see it capture an even bigger share of time spent when we report next month. [Turning Point: 9/11 and the War on Terror](https://www.netflix.com/title/81315804) also capture a large share of time spent, in the month, as Americans reflected on this major historical event.  [ See Full List ![](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/see-full-list-arrow-right.svg) ](https://www.tvisioninsights.com/top-ctv-programs-time-of-share-september0-0) ![Turning Point 911](https://www.tvisioninsights.com/hubfs/Turning%20Point%20911.png) ### Turning Point: 9/11 and the War on Terror (S1) | Application: | ![huluNetflix](https://www.tvisioninsights.com/hubfs/Platform%20Icons/huluNetflix.svg) | | --- | --- | | Share of Time Spent | 10% | ![Squid Game](https://www.tvisioninsights.com/hubfs/Squid%20Game.png) ### Squid Game (S1) | Application: | ![huluNetflix](https://www.tvisioninsights.com/hubfs/Platform%20Icons/huluNetflix.svg) | | --- | --- | | Share of Time Spent | 9% | ![Only Murders in the Building (S1).jpg](https://www.tvisioninsights.com/hubfs/Only%20Murders%20in%20the%20Building%20(S1).jpg.png) ### Only Murders in the Building (S1) | Application: | ![hulu](https://www.tvisioninsights.com/hubfs/Platform%20Icons/hulu.svg) | | --- | --- | | Share of Time Spent | 7% | ![Nine Perfect Strangers (S1).jpg](https://www.tvisioninsights.com/hubfs/Nine%20Perfect%20Strangers%20(S1).jpg.png) ### Nine Perfect Strangers (S1) | Application: | ![hulu](https://www.tvisioninsights.com/hubfs/Platform%20Icons/hulu.svg) | | --- | --- | | Share of Time Spent | 7% | ![Ted Lasso (S2)](https://www.tvisioninsights.com/hubfs/Ted%20Lasso%20(S2).png) ### Ted Lasso (S2) | Application: | ![1280px-Apple_TV_Plus_Logo.svg-1](https://www.tvisioninsights.com/hubfs/1280px-Apple_TV_Plus_Logo.svg-1.png) | | --- | --- | | Share of Time Spent | 6% | ### Learn about the #1 TV and CTV Attention Metrics Platform. [![Schedule a demo](https://no-cache.hubspot.com/cta/default/3023204/35a298b6-597f-4099-9df4-7b46ad727f7e.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/35a298b6-597f-4099-9df4-7b46ad727f7e) ## 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. Disney+ routinely delivers on co-viewing, which we define as more than one person in the room to view the show when it airs. In September 202, “[Chicken Squad](https://disneynow.com/shows/the-chicken-squad)”, “[Turner and Hooch](https://disneyplusoriginals.disney.com/show/turner-and-hooch)” and “[Monsters at Work](https://disneyplusoriginals.disney.com/show/monsters-at-work)” had people watching together most often. Those three Disney shows were joined by a regular darling on our lists, AppleTV’s [Ted Lasso](https://tv.apple.com/us/show/ted-lasso/umc.cmc.vtoh0mn0xn7t3c643xqonfzy), which placed season 1 and season 2 on our Top 5.  [ See Full List ![](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/see-full-list-arrow-right.svg) ](https://www.tvisioninsights.com/top-ctv-programs-co-viewing-rate-0-september-0) ![Chicken Squad (S1).jpg](https://www.tvisioninsights.com/hubfs/Chicken%20Squad%20(S1).jpg.png) ### Chicken Squad (S1) | Application: | ![BitmapDisney](https://www.tvisioninsights.com/hubfs/Platform%20Icons/BitmapDisney.svg) | | --- | --- | | Co-Viewing Rate | 73% | ![Turner & Hooch](https://www.tvisioninsights.com/hubfs/Turner%20%26%20Hooch.png) ### Turner & Hooch (S1) | Application: | ![BitmapDisney](https://www.tvisioninsights.com/hubfs/Platform%20Icons/BitmapDisney.svg) | | --- | --- | | Co-Viewing Rate | 69% | ![Ted Lasso (S1)](https://www.tvisioninsights.com/hubfs/Ted%20Lasso%20(S1).png) ### Ted Lasso (S1) | Application: | ![1280px-Apple_TV_Plus_Logo.svg-1](https://www.tvisioninsights.com/hubfs/1280px-Apple_TV_Plus_Logo.svg-1.png) | | --- | --- | | Co-Viewing Rate | 69% | ![Monsters at Work](https://www.tvisioninsights.com/hubfs/Monsters%20at%20Work.png) ### Monsters At Work (S1) | Application: | ![BitmapDisney](https://www.tvisioninsights.com/hubfs/Platform%20Icons/BitmapDisney.svg) | | --- | --- | | Co-Viewing Rate | 66% | ![Ted Lasso (S2)](https://www.tvisioninsights.com/hubfs/Ted%20Lasso%20(S2).png) ### Ted Lasso (S2) | Application: | ![BitmapDisney](https://www.tvisioninsights.com/hubfs/Platform%20Icons/BitmapDisney.svg) | | --- | --- | | Co-Viewing Rate | 72% | Check Your Brand’s Ad Engagement Data Or try these: [Geico](https://www.geico.com/), [Amazon](https://www.amazon.com/), [Progressive](https://www.progressive.com/), [State Farm](http://www.statefarm.com/), [T-Mobile](https://www.t-mobile.com/) ## 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. Our binge rate identifies the shows which are viewed most often as part of a binge session, meaning three or more episodes were viewed in a single sitting. Cowboys and Zombies topped our lists in September 2021.  [ See Full List ![](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/see-full-list-arrow-right.svg) ](https://www.tvisioninsights.com/top-ctv-programs-binge-rate-september-0) ![How to Be a Cowboy (S1).jpg](https://www.tvisioninsights.com/hubfs/How%20to%20Be%20a%20Cowboy%20(S1).jpg.png) ### How to Be a Cowboy (S1) | Application: | ![huluNetflix](https://www.tvisioninsights.com/hubfs/huluNetflix.svg) | | --- | --- | | Binge Rate: | 49% | ![S.O.Z. Soldiers or Zombies (S1).jpg](https://www.tvisioninsights.com/hubfs/S.O.Z.%20Soldiers%20or%20Zombies%20(S1).jpg.png) ### S.O.Z. Soldiers or Zombies (S1) | Application: | ![AMAZON PRIME VIDEO-1](https://www.tvisioninsights.com/hubfs/AMAZON%20PRIME%20VIDEO-1.png) | | --- | --- | | Binge Rate: | 47% | ![Car Master](https://www.tvisioninsights.com/hubfs/Car%20Master.png) ### Car Masters: Rust to Riches (S3) | Application: | ![huluNetflix](https://www.tvisioninsights.com/hubfs/Platform%20Icons/huluNetflix.svg) | | --- | --- | | Binge Rate: | 46% | ![Luke Bryan My Dirt Road Diary (S1).jpg](https://www.tvisioninsights.com/hubfs/Luke%20Bryan%20My%20Dirt%20Road%20Diary%20(S1).jpg.png) ### Luke Bryan: My Dirt Road Diary (S1) | Application: | ![IMDb_TV](https://www.tvisioninsights.com/hubfs/IMDb_TV.svg) | | --- | --- | | Binge Rate: | 42% | ![Titletown High](https://www.tvisioninsights.com/hubfs/Titletown%20High.png) ### Titletown High (S1) | Application: | ![huluNetflix](https://www.tvisioninsights.com/hubfs/huluNetflix.svg) | | --- | --- | | Binge Rate: | 43% | ### Learn about the #1 TV and CTV Attention Metrics Platform. [![Schedule a demo](https://no-cache.hubspot.com/cta/default/3023204/35a298b6-597f-4099-9df4-7b46ad727f7e.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/35a298b6-597f-4099-9df4-7b46ad727f7e) ## 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. The list of top CTV shows for Attention in September 2021 is a who’s who of top quality content, and a few surprises that are driving high engagement from dedicated fans.  The action-packed, edge-of-your-seat intrigue of the thriller “[Hit and Run](https://www.netflix.com/title/80205626)” on Netflix had viewers engaged best in September. The highly promoted “[Reservoir Dogs](https://www.hulu.com/movie/reservoir-dogs-8705427f-2863-4d99-871a-364805cb5f27)” and “[Only Murders in the Building](https://www.hulu.com/series/only-murders-in-the-building-ef31c7e1-cd0f-4e07-848d-1cbfedb50ddf)” on Hulu also captured attention. Emmy darling [Ted Lasso](https://tv.apple.com/us/show/ted-lasso/umc.cmc.vtoh0mn0xn7t3c643xqonfzy) on Apple TV also engaged viewers. [ See Full List ![](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/see-full-list-arrow-right.svg) ](https://www.tvisioninsights.com/top-ctv-programs-attention-index-september-0) Top CTV Programs, by Attention Index ![Hit & Run (S1).jpg](https://www.tvisioninsights.com/hubfs/Hit%20%26%20Run%20(S1).jpg.png) ### Hit & Run (S1) | Application | ![huluNetflix](https://www.tvisioninsights.com/hubfs/Platform%20Icons/huluNetflix.svg) | | --- | --- | | Attention Index | 158 | ![Reservation Dogs (S1).jpg](https://www.tvisioninsights.com/hubfs/Reservation%20Dogs%20(S1).jpg.png) ### Reservation Dogs (S1) | Application | ![hulu](https://www.tvisioninsights.com/hubfs/Platform%20Icons/hulu.svg) | | --- | --- | | Attention Index | 155.3 | ![Gone for Good (S1).jpg](https://www.tvisioninsights.com/hubfs/Gone%20for%20Good%20(S1).jpg.png) ### Gone for Good (S1) | Application | ![huluNetflix](https://www.tvisioninsights.com/hubfs/Platform%20Icons/huluNetflix.svg) | | --- | --- | | Attention Index | 151.2 | ![TITANS](https://www.tvisioninsights.com/hubfs/TITANS.png) ### Titans (S3) | Application | ![HBO MAX-1](https://www.tvisioninsights.com/hubfs/HBO%20MAX-1.png) | | --- | --- | | Attention Index | 147.9 | ![The White Lotus (1)](https://www.tvisioninsights.com/hubfs/The%20White%20Lotus%20(1).png) ### The White Lotus (S1) | Application | ![HBO MAX-1](https://www.tvisioninsights.com/hubfs/HBO%20MAX-1.png) | | --- | --- | | Attention Index | 143 | ### Learn about the #1 TV and CTV Attention Metrics Platform. [![Schedule a demo](https://no-cache.hubspot.com/cta/default/3023204/35a298b6-597f-4099-9df4-7b46ad727f7e.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/35a298b6-597f-4099-9df4-7b46ad727f7e) ## More resources from TVision [Blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New TV Attention and Creative Impact Report](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) [Blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform. [Read More](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) [Blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) [![The TV and CTV Attention Report](https://no-cache.hubspot.com/cta/default/3023204/6b181378-6650-4289-8bad-aa2394689443.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/6b181378-6650-4289-8bad-aa2394689443) ### Find Your Brand's TV Performance Or try these: [Geico](https://www.tvisioninsights.com/search-results?brand=Geico), [Amazon](https://www.tvisioninsights.com/search-results?brand=Amazon), [Progressive](https://www.tvisioninsights.com/search-results?brand=Progressive), [State Farm](https://www.tvisioninsights.com/search-results?brand=State%20Farm), [T-Mobile](https://www.tvisioninsights.com/search-results?brand=T-Mobile) ## Get in Touch Need more info, have a question or want a demo? Tell us a little bit more and we'll respond shortly. ## Stay Up to Date The TV landscape is changing quickly. 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