--- title: Xumo Play Outpaced Benchmark Norms for Viewer Attention to Streaming Apps      According to New Research from TVision description: TVision, the company measuring every second of TV and CTV viewer engagement, and Xumo, the streaming platform joint venture between Comcast and Charter Communications, today announced that Xumo Play viewer ad attention far exceeds industry standards. image: https://www.tvisioninsights.com/hubfs/social-suggested-images/www.tvisioninsights.comhubfsVideo-conference-backgrounds_B%26W.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/) Blog # Xumo Play Outpaced Benchmark Norms for Viewer Attention to Streaming Apps      According to New Research from TVision June 11   |   Blog * Xumo Play Users Are 20% More Attentive During Ads Compared to the Industry Average *    TVision, the company measuring every second of TV and CTV viewer engagement, and Xumo, the streaming platform joint venture between Comcast and Charter Communications, today announced that Xumo Play viewer ad attention far exceeds industry standards. According to TVision’s latest research, ad attention on Xumo Play, the free ad-supported streaming TV (FAST) service offering a wide range of live and on-demand content, is 20% higher compared to the industry average.     “It’s TV’s unique ability to drive attention, connection and engagement that makes it such a powerful medium,” says Eli Zang, Head of Sales at Xumo. “By pairing premium broadcast-quality content with our industry-leading ad experience, we’re instilling confidence in advertisers that Xumo will enhance their brand, while ensuring our viewers have an enjoyable, ad-supported TV-viewing experience.” TVision’s study, which is based on the company’s passive in-home measurement panel, looked at viewer engagement across all streaming services. In addition to ad attention, the findings showed Xumo Play delivers strong performance in several other engagement metrics, including: - **Attention to Duration:** During ad breaks, Xumo Play users spent 28% more time paying attention to the creative compared to benchmark averages       - **Total Attention Time:** When looking at attention time throughout the duration of the program, Xumo Play scored 14% higher than the industry average     - **Attention to Visible:** Compared to the average, Xumo Play commanded 12% higher attention from viewers when other people were in the room - **Co-Viewing Impact:** TVision's study also revealed that 80% of ad impressions on Xumo Play were viewed by two or more people, a 43 % increase over the average. This communal viewing experience amplifies the reach and impact of advertisements. “The results of this study underscore how Xumo is offering its viewers an exceptional ad-supported viewing experience,” says Yan Liu, CEO at TVision. “Xumo is a strong platform for media budgets because attention metrics give advertisers confidence that their campaigns are making a real impact.” Xumo Play offers a diverse range of more than 400 channels and 15,000 on-demand choices spanning local news, movies, sports, crime TV and classic television. Its programming is thoughtfully curated throughout the channel guide and browsing experience to captivate and engage viewers while also enhancing the effectiveness of advertisements. In addition to Xumo Play, brands that advertise with Xumo can reach audiences across Xumo’s full portfolio of available platforms, including its streaming devices, Xumo Stream Box and Xumo TV, as well as 20+ third-party platforms, such as Google TV, Xfinity and Samsung, that partner with Xumo to enhance their FAST offerings with Xumo’s syndicated channels.   ### **About TVision ** [TVision](https://www.tvisioninsights.com/) 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. **About Xumo** [Xumo](https://www.xumo.com/), a joint venture between Comcast and Charter Communications, was formed to develop and offer a next-generation streaming platform for the entire entertainment industry. The company is defined by three primary lines of business: Xumo devices, Xumo Play, and Xumo Enterprise. Powered by Comcast’s global technology platform, Xumo devices feature a world-class user interface that includes universal voice search capabilities, making it easy for consumers to find and enjoy their favorite streaming content. Xumo Play is a free ad-supported streaming TV (FAST) service with hundreds of ad-supported linear channels and on demand options that anchors the free content offering on Xumo devices and is also available as an app on other major streaming platforms. Xumo Enterprise is the business-to-business arm of the joint venture, providing content makers, distributors and advertisers with tools and services to make FAST content more accessible. ![LinkedIn](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/linkedin-icon.png) ![Twitter](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/twitter-icon.png) ![Facebook](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/fb-icon.png) ## 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) ### 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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