The streaming home screen is where audiences decide what to watch and where the competition between titles plays out before a single view is registered. Until now, that competition has been almost entirely unmeasured.
Looper Insights tracked 900+ placements across six titles, three streamers, and 22 CTV platforms in the US and UK to reveal what actually drives home screen visibility at scale. The finding is consistent across the dataset: release structure, not cultural demand or streamer scale, determines CTV shelf presence.
Inside the Report:
The Measurement Framework An introduction to Dollar Media Placement Value™ ($MPV™), pMPV™, and the methodology behind the full dataset.
The Stranger Things Visibility Curve How a mid-run content event on Christmas Day drove peak daily $MPV™ of $497K on 30 December – 47% above premiere day.
Two Titles, One Streamer Why Stranger Things S5 generated 2.7x more US CTV shelf presence than Squid Game S2 on the same streamer in the same holiday window.
The UK Data The same comparison in the UK, where the visibility gap was 7.4x and platform behaviour produced distinct patterns.
Two Other Streamers Andor S2 confirmed the finding with a 52% post-premiere uplift; The White Lotus S3 generated the largest total $MPV™ in the dataset at $13.86M with no resurgence.
Before a Title Exists How an upcoming HBO Max series was already registering measurable CTV presence eight months before its premiere.
)