Connected TV (CTV) does better than linear TV when it comes to co-viewing, according to new research from TVision, a TV measurement company.
Overall, CTV averages 1.29 viewers per viewing household (VPVH) with linear TV slightly lower at 1.26.
These results come from a study conducted from June-December 2021, looking at co-viewing time spent.
For marketers, co-viewing remains of high value -- especially where families with both kids and adults are watching at the same time, and messaging can be extended across many demographics.
Among ad-supported connected TV platforms, Tubi earned the best results of an ad-supported connected TV app for co-viewing, with around a 1.6 VPVH.
HBO Max was next at just over 1.4 VPVH -- followed by Hulu, also at 1.4, YouTube with 1.37, and Discovery+ at 1.36 VPVH.
Movies had the highest co-viewing score, at 73.2% of the time, while TV episodes came in at 54.8%.
The five best individual TV series are: Paramount+’s “The SpongeBob Movie: Sponge on the Run” (2.2); HBO Max’s “Esme & Roy” (2.1); Discovery+ “Battlebots: Bounty Hunters” (2.1); Peacock’s “Boss Baby” (2.0); and Paramount+’s “Paw Patrol: The Movie” (2.0).
According to the research, the best time for co-viewing is 8 p.m.
Younger audiences under 18 years old and 18-24 viewers are more likely to be co-viewers -- at 69.9% and 63.9%, respectively.
Who is watching the advertising while co-viewing? Adult audiences pay more attention to ads overall when they are watching with other adults -- with a 107.6 "attention index." When adults are watching with kids, they register a 100.1 index.
Children have less attentiveness overall. When watching with families, including adults, children have a 96.0 attentive index, compared to 97.1 when watching with other kids.
Domino’s had the most time spent co-viewing for a particular pizza brand during the survey -- at 39.8% -- followed by Little Caesars’ at 12.4%, Papa’s John’s with 11.4%, and Pizza Hut at 10.4%.
TVision used cutting-edge “computer vision technology” -- so called eyes-on-the-screen technology -- to measure person-level, second-by-second TV engagement. It counts every second of programming and advertising on television.
Every time a person walks into the room, its technology detects who the viewer is, where they are in the room, and what their eyes are looking at.
TVision’s data is collected from an opt-in panel of 5,000 homes across the U.S. Data are weighted to represent the country.
All demographic data is self-reported by the respondents.
TVision defines the co-viewing rate as the measure of episode or app viewed that occurs with another viewer present for five or more minutes.
The attention index is the average amount of seconds that viewers engage with a program.
Viewers Per Viewing Household (VPVH) is the average number of viewers present in the home when the TV is on with the content tuned.