Connected TV fares better than linear TV when it comes to co-viewing in the US

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April 01, 2022, 1:04 AM GMT+0

Younger audiences under 24 years of age are more likely to be co-viewers.

Research from TVision has found that connected TV (CTV) averaged 1.29 viewers per viewing household (VPVH), with linear TV lower at 1.26. TVision collected data from an opt-in panel of 5,000 homes across the US, from a study conducted between June and December 2021.

Among ad-supported CTV platforms, Tubi performed the best results of an ad-supported CTV app for co-viewing, at 1.6 VPVH. HBO Max, Hulu and YouTube followed Tubi. Movies had the highest co-viewing score at 73.2% of the time, while TV episodes came in second at 54.8%. The report also stated that the best time for co-viewing is 8 pm.

Younger audiences under 18 years of age and those between 18 years and 24 years are more likely to be co-viewers, at 69.9% and 63.9% respectively. Adult audiences pay more attention to ads when watching with other adults with a 107.6 attention index. But when watching with kids, adults recorded a 100.1 index.

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