Premium CTV Apps Deliver Higher Attention than YouTube; 3 Apps Surpass 50% Household Reach
New York – 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.
According to the report:
“Streaming TV advertising is no longer an opportunity, its a requirement,” said Yan Liu, CEO of TVision. “Our latest report provides marketers with insight into where to reach viewers across multiple devices, the importance of context and pod position in ad engagement and how to consider YouTube vs other premium streaming apps. These insights are an example of the level of reporting TVision provides customers. Our publisher, brand and agency clients take advantage of a robust data set of second-by-second insights to understand how and when to reach engaged audiences.”
Download the full report on the TVision website.
Report methodology:
The data for this report was collected from July 1, 2025 to December 31, 2025 and is P2+, except when indicated differently, from TVision's person-level panel across the United States. All data is weighted to represent the country. All demographic data was self-reported by the respondents. All data is measured second by-second, person-by-person.
About TVision
TVision provides second-by-second, person-level data about how people watch TV – who’s watching, what they’re watching, and how much attention they are paying to both linear and streaming TV. Advertisers, agencies, networks, streaming content providers, measurement companies, and data platforms use TVision data to make more informed media decisions, measure performance, produce content that engages audiences, and benchmark their results against competitors. TVision is headquartered in New York City, with offices in Boston and Tokyo.