REVISIO Releases Attention Data for Connected TV: Reveals Viewing Intensity of Popular Content

REVISIO Inc. (formerly TVISION INSIGHTS Inc., headquartered in Chiyoda-ku, Tokyo, President and CEO Yasushi Koriyadani), which measures "attention" on TV screens using devices equipped with human recognition technology in households, has analyzed how popular content is being watched using attention data from Connected TV (CTV) applications of various video services. Higher attention indicates that viewers in front of the TV were glued to the screen.

REVISIO "Analysis of Buzzworthy OTT Original Content" Title Image

This time, we analyzed content from various video services (OTT) that began streaming in April 2026: Netflix's "Kujo no Taizai" and "Jigoku ni Ochiru yo", and Prime Video's "Fist of the North Star - FIST OF THE NORTH STAR -".

Buzzworthy OTT Content Achieves High Attention

The individual overall attention rates for each work were:

"Jigoku ni Ochiru yo": 59.3%

"Kujo no Taizai": 54.2%

"Fist of the North Star - FIST OF THE NORTH STAR -": 55.4%

All of these figures significantly exceeded the average attention rates for their respective video services (Netflix = 54.0% / Prime Video = 46.6%) and the average attention rates for similar genres on terrestrial broadcasting (Drama = 47.6% / Anime = 39.1%).

Netflix Content Attention Comparison

Prime Video Content Attention Comparison

Factors contributing to this include:

Users tend to watch OTT services with a higher sense of purpose compared to terrestrial broadcasting (reasons include it being a paid service and selecting content to watch).

Original (exclusive) content tends to further increase this sense of purpose due to the special feeling of being able to watch it only on that OTT platform.

Content-Specific "Target Generations" Differ

Next, we analyzed attribute-specific data (extracting and comparing a total of 8 attributes: Child, Teen, M1-3, F1-3) for each content. We will explain the attributes that garnered high attention for each.

"Jigoku ni Ochiru yo"

This work, depicting the true face of fortune teller Kazuko Hosoki, who became famous with the strong keywords "Daissankai" and "Jigoku ni Ochiru yo!", resulted in the highest attention from F3 (Women aged 50 and over). This is likely due to strong support from those who are familiar with the background of the 2000s when Hosoki was active on television. Furthermore, as a "magnificent life story of one woman," the work was highly compelling, perhaps resonating with senior women who lived through the same era or the society that followed.

"Jigoku ni Ochiru yo" Attribute-Specific Attention

"Kujo no Taizai"

This work, based on the manga by Shohei Manabe known for "Yamikin Ushijima-kun," features a gritty, underground worldview. While one might expect strong male support, the high attention from F1 (Women aged 20-34) is likely because it depicts the distortions of contemporary society that are familiar to the SNS generation. The casting of popular young actors like Hokuto Matsumura (SixTONES) and Keita Machida also likely influenced this.

"Kujo no Taizai" Attribute-Specific Attention

"Fist of the North Star - FIST OF THE NORTH STAR -"

"Fist of the North Star" is a super popular work that was serialized in "Weekly Shonen Jump" in the 1980s and also became a TV anime. It still has a strong fanbase across generations, but the highest attention came from the M3 group (Men aged 50 and over), who were boys during its serialization. The work also renewed the cast from the past anime version and, while utilizing the latest video technology, was particular about faithfully reproducing the charm of the original. The quality that did not betray the expectations of long-time fans is likely the factor that resonated with the M3 group.

"Fist of the North Star - FIST OF THE NORTH STAR -" Attribute-Specific Attention

This survey revealed that OTT original (exclusive) content is acquiring high-quality (high attention) viewership in specific segments.

Traditionally, it has been difficult to conduct cross-comparative analysis because the measurement standards for terrestrial TV viewing data and digital media impression metrics differ. This data resolves this issue by evaluating terrestrial broadcasting and CTV using a common metric: "attention rate." This year, international sporting events such as the Winter Olympics, WBC, and the Soccer World Cup are being widely distributed on OTT, significantly expanding the range of content for analysis. We encourage you to consider the strategic utilization of OTT viewing data, taking advantage of these major events.

For details and how to utilize the data, please feel free to contact our sales representatives or inquire here.

Survey Overview

Survey Period: April 1, 2026 - May 24, 2026

Measurement Metric: Attention Rate (Seconds Watched / Seconds Present) = Ratio of time the viewer's gaze was directed at the content

Target Platforms: Netflix, Amazon Prime Video

Terrestrial Broadcasting Comparison Target: Average of NTV, EX, TBS, TX, CX (Key 5 Commercial Terrestrial Broadcasters)

Reference Materials

Connected TV White Paper 2026 ~Viewing Behavior on TV Screens~

Download here

Connected TV White Paper 2026 Image

<Contact Information for Inquiries>

REVISIO Inc. Public Relations Representative: YASUTAKE

Otemachi Building, 1-6-1 Otemachi, Chiyoda-ku, Tokyo

E-mail: [email protected]

Tel (Direct Line): 050-5897-4931

About REVISIO Inc.:

REVISIO Inc. (changed its name from TVISION INSIGHTS Inc. in October 2022) provides B2B viewing analysis services by acquiring viewing posture data for TV programs and commercials using human recognition technology. By installing survey devices equipped with REVISIO's proprietary human recognition technology on household televisions, the company automatically acquires the viewing posture of survey participants second by second. Over 250 clients, including advertisers, advertising agencies, and broadcasters, have utilized REVISIO's unique attention data, which answers the question, "Who is in front of the TV and actually watching?"

Currently, REVISIO provides viewing data for all terrestrial programs in the Kanto area (2,000 households) and Kansai area (600 households), as well as attention data for Connected TV in Japan.