December 6, 2023
Welcome to the December 2023 edition of the TVision Signal Report. Think of it as an extended edition of our weekly TVision Power Score. In addition to sharing insight into the shows that are performing best across streaming apps, we're taking a deeper dive into the viewer and content trends shaping the future of the CTV landscape. Want to find out which programs and apps are drawing in audiences and keeping them engaged? Or how the rise of streaming has impacted linear TV viewing? Keep reading to find out!
First let's examine the shows and movies that are ranking highest according to our signature TVision Power Score. Here are the shows that topped the Power Score list between November 27 and December 3 2023 thanks to their ability to both attract viewers and hold their attention throughout the show.
The top four shows on the Power Score all retained their spots from last week. Four apps are represented among the top four shows - "Squid Game: The Challenge" on Netflix, "Monarch: Legacy of Monsters" on AppleTV+, "The Santa Clauses 2" on Disney+ and "The Gilded Age" on Max.
Part 2 of season 5 of "Virgin River" (Netflix) was released on November 30. That caused the show to bounce back up the Power Score to the fifth spot.
The Power Score was very balanced once again with three apps claiming three shows - including Netflix, AppleTV+ and Disney+. Two shows on the list air on multiple apps - "Young Sheldon" and "Frasier".
Want to know which of this year’s movies are best engaging viewers across all apps? Here are the movies that topped the Power Score list in November.
At the top of TVision's Power Score for CTV Movies in November 2023 are two highly- promoted movies "Five Nights at Freddies" on Peacock "Good Burger 2" on Paramount+.
Holiday movies - from "Charlie Brown Thanksgiving" to "Spirited" helped AppleTV+ land four movies on the list.
Netflix led all apps with five movies. "Leo" the Adam Sandler animated musical comedy landed in the third spot and was the top-performing Netflix movie.
The majority of homes are watching both linear and CTV every month.
Note, Platform Reach indicates TV services households have viewed at least once within the specified time period.
Data from TVision Total View shows that the largest category of apps - those that offer both ad and ad-free options, such as Netflix, Hulu and Disney+ - continues to gain share.
The top five apps in November 2023 for Household Reach are Netflix, YouTube, Hulu, Amazon Prime, and Max.
In November we saw fairly significant changes in the split between Episodes and Movies, with movies increasing from 13% of share of time spent to 15%. Viewers also spent more time with weekly released shows this month, having gone from 13% of all time in October to 21% in November. This could be a result of more apps adoptiing the weekly release format, with even Netflix going with a staged release format for "Squid Game: The Challenge."
Want more insight into the most engaging programs across CTV? TVision has recently introduced Total View, the industry’s most comprehensive look at person-level viewer engagement across both CTV and linear. With a unified view of the entire TV landscape, media sellers can identify premium impressions based on viewer engagement and show the true value of their media properties. Want to learn how you can gain key engagement metrics like attention and co-viewing for ad performance and viewer trends across hundreds of apps, networks, and thousands of shows? Contact us today to get started or request a demo.
TVision measures Viewer Presence and Attention for every second of programming and advertising on television. Every time a person walks into the room, our technology detects who the viewer is, where they are in the room, and what their eyes are looking at. We do all this without personally identifying individual users, and without transmitting any images or videos. TVision’s data is collected from an opt-in panel of 5,000 homes across the United States and weighted to represent the country. All demographic data is self-reported by the respondents. Linear and CTV ad impressions data in this report is from May 1 – May 31, 2023 or May 29 – June 4, 2023, unless otherwise indicated.
The TVision Power Score is a completely new ranking designed to factor in both viewership and engagement when measuring the performance of CTV programming. The Power Score is based on the industry’s most comprehensive view of the CTV landscape - TVision measures activity across over 1,000 apps - and enables an accurate understanding of the relative performance of CTV content across any app. This new way to understand show performance will enable industry watchers to more quickly identify trending content and CTV’s hottest programming and even uncover hidden gems distributed through smaller apps.
The TVision Power Score factors in four key metrics: the amount of time viewers pay attention to the program, the amount of program time available for the season, the program’s reach, as well as the application’s reach. This combination of metrics was chosen to enable a neutral look at the quality of programming and its unique, inherent ability to draw in viewers - regardless of the scale of the platform, or the program’s release schedule.
TVision Power Score: TVision's Power Score represents how engaged audiences are for any given program. Our formula looks at (Attentive seconds / Seconds Available) x (Program Reach per Season / Publisher Reach).
Share of Time Spent: Compares the distribution of time spent viewing the app or program relative to the selected variable.
Binge Release: Model in which multiple episodes in a season are released at the same time
Weekly Release: Model in which shows release one new episode in a season at a time over the course of several weeks
New Shows: Show has aired new episodes within the last 30 days Older Shows: Shows has not aired new episodes in the last 30 days
Original Content: Programs that are exclusive to a single platform
Syndicated Content/Streaming Library Content: Programs that airs on multiple CTV platforms or have their entire suite of content available.