Connected TV users are paying more attention to the content they’re watching and more likely to engage in co-viewing than their traditional linear counterparts, according to a new study from LG Ad Solutions and TVision.
The study found 88% of respondents are co-viewing streaming TV, meaning they are watching programming with one or more other viewers. Households that watch ad-supported CTV content are 75% more likely to co-view than households that consume traditional linear programming.
The findings are based on LG Ads’ survey of over 1,100 U.S. consumers in August 2023 as well as TVision’s panel data from over 5,000 U.S. smart TVs.
Co-viewing is also driving engagement, as 67% of respondents said they pay the same or more attention to programming when co-viewing, while 54% said the same when watching ads.
The study also found CTV content has a 13% higher attention index than linear TV content. The attention index is the attentiveness of viewers benchmarked against the average program minute, according to LG Ads.
The uptick in attention is reducing the likelihood of multi-tasking among consumers, with 73% of respondents saying they multi-task the same amount or less when co-viewing TV.
“Interestingly, this research also indicates that people tend to pay more attention to the screen when co-viewing,” said Tony Marlow, chief marketing officer at LG Ad Solutions, in a statement. “This could mean that streaming may be a much more shared experience than previously realized and that this helps drive a higher level of attention for content and ads.”
As for the genres consumers are most likely to watch with others, comedy (68%) and drama (55%) are the most popular co-viewing options, followed by action/adventure (49%), crime/mystery (47%) and sports (46%).
On the advertising side, LG Ads and TVision found viewer attention is at its highest on the first exposure to a CTV ad, and then it “gradually declines” as viewers become more exposed to that ad.
The companies noted the first 15 seconds of an ad are particularly “critical to communicate brand and message.”
“High-attention content gives advertisers a valuable opportunity to increase engagement and generate outcomes,” said TVision CEO Yan Liu in a statement. “This research shows how to find that sweet spot with consumers and provides a valuable roadmap for advertisers looking to capitalize on the growing streaming marketplace.”
In a column published in July, Liu noted the rise of streaming has caused attention metrics to emerge as one of the most effective ways to measure the impact of CTV inventory. At the same time, he pointed out attention is difficult to capture from today’s distracted consumers.