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Q2 | 2019 Conviva’s State of the Streaming TV Industry | ©2019 Conviva. All Rights Reserved | 2 |
Conviva’s Q2 2019 State of Streaming report reveals new insights into industry shifts and viewer behavior, as well as further
exploration into trends highlighted in previous reports. Streaming recorded triple-digit increases in year-over-year viewing,
with marked improvements in quality. 2019 is the year of industry consolidations, transitions, and additions of highly
anticipated new entrants poised to compete for market share. As competition mounts for streaming providers, imperative
to their success will be visibility and actionability upon every aspect of the viewer experience including consumption and
quality of content and ads, as well as the influence of social media. In Q2 2019, key takeaways Conviva measured include:
• Explosive Viewing Growth: Streaming viewing hours more than doubled with 130% growth year-over-year
overall. The industry also achieved significant quality improvements including 42% less buffering.
• Hottest Streaming Markets: While major markets dominate overall streaming consumption in the United
States, Dallas, Atlanta, and Phoenix are the top 3 cities when consumption is normalized by population. An
even bigger surprise: tech hubs of Boston, New York, and San Francisco lag significantly.
• Streaming Ad Crisis: Ad buffering is the silent engagement killer. The difference between a viewer making it
past the 5% mark in the stream or not is the difference between 0.40% and 1.59% ad buffering on average –
a small difference with a critical impact.
• Time to Retire the 30-Second Ad?: Streaming ad length still averaged 24.87 seconds in Q2 despite dramatic
drops in audience with 20+ second ads. For pre-roll, only 19.0% left during 10 second spots versus 32.6% for
ads 20+ seconds. At mid-roll, that delta increased: 29.1% for 10 second ads and 50%+ for ads of 10-20 or 20+
seconds.
• Device Wars Rage: The connected TV category led in growth, up 143%. This was largely driven by Roku with
173% growth and an overall 43% share of connected TV viewing. Amazon Fire TV was up 145% in viewing with
an 18% share. Apple TV was up 129% to account for 10% share.
• Live Bests Video-on-Demand in Quality: The hyper focus on getting it right for live streaming resulted in 13.9%
less buffering and 25.6% faster start time than on-demand content, with near equal average picture quality.
• Video Rules Social Engagement: Facebook and YouTube saw 15% more videos posted as news media led with
the largest growth in average total video views, up 197% year-over-year. Entertainment led in growth of views
per video, up 99%.
Conviva is the real-time decisioning platform for optimized streaming media. More than 250 industry leaders – including
CBS, DAZN, HBO, Hulu, PlayStation™Vue, Sky, Sling TV, Turner, and Univision – rely on Conviva to maximize their consumer
engagement, deliver the quality experiences viewers expect, and drive revenue growth. With a global footprint of 100 billion
streams per year across 3 billion applications streaming on devices, Conviva offers streaming providers unmatched scale
for continuous video measurement, intelligence, and benchmarking across every second of every stream on every screen.
Conviva’s data is collected using proprietary sensor technology, which is embedded directly within streaming video
applications measuring across content and ads to analyze more than a trillion real-time transactions per day for its
customers. In this report, the year-over-year data from Q2 2019 as compared to Q2 2018 was normalized based on
Conviva’s customer base.
100BSTREAMS PER YEAR
3B STREAMINGAPPLICATIONS
DATA EVENTSPER DAY1T
THE STREAMING TV INDUSTRY
Q2 | 2019CONVIVA’S STATE OF
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Q2 | 2019 Conviva’s State of the Streaming TV Industry | ©2019 Conviva. All Rights Reserved | 3 |
THE HEIGHT OF STREAMING
Despite critics’ insistence that market
saturation is imminent, overall growth of
streaming consumption has continued
to increase. The number of viewing hours
more than doubled between Q2 2018 and
Q2 2019, with gains of 130% overall. This
growth was led by connected TV viewing,
as TV posted 28.8 minutes of watch time
per play for a massive 143% year-over-year
increase in viewing hours. While the on-
the-go nature of mobile viewership means
those devices command fewer minutes per
play – just 12 in Q2 2019 – mobile viewing
still grew more than 2x with viewing hours
up 109% as compared to the previous
year. While PCs have generally fallen
out of favor for streaming in relation to
connected TVs and mobile devices, they
captured 15.1 minutes per play and still
grew significantly for a 75% increase in
viewing hours.
In addition to the overall growth in viewing, peak concurrent plays (PCP), the real-time height of simultaneous active
viewers at any given second, broke records four times over in Q2 2019. The progressive record-breaking moments were
recorded on April 15, April 29, May 13, and May 20 (all dates reflect UTC). These peaks coincided with streaming content
that inspired fear of missing out, near-real-time global viewing, including the final season a global cultural phenomenon
dramatic series. The Q2 2019 record high was 67% larger than Q2 2018’s peak during the group stage of the World Cup,
which was itself 118% larger than the Q2 2017 peak.
To meet and exceed viewer expectations with seamless, high-quality streaming experiences at peak demand is a non-trivial
achievement that reinforces just how much every second of every stream matters. Compelling content is only part of the
equation. To deliver at this scale requires visibility and control as well as granular viewer intelligence for streaming providers
and the entire ecosystem. Their focus and the ability to execute is evident in the quality improvements Conviva’s customers
achieved across the board in Q2, even during the highest volume periods.
Highest peak
from previous year’s Q2 peak
OVERALL MOBILE PC CONNECTED TV
67%
143%
109%
75%
Growth in Viewing HoursYoY Q2 2018 vs. Q2 2019
5/20/20195/13/2019
4/29/20194/15/2019
130% PCP RECORDS
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Q2 | 2019 Conviva’s State of the Streaming TV Industry | ©2019 Conviva. All Rights Reserved | 4 |
STREAMING IN THE STATESIt’s no surprise that major markets dominate overall streaming consumption in the United States. At number one in sheer
tally of United States viewing, the hours New York watched in Q2 are equivalent to every person who has ever finished the
New York City Marathon watching every single episode of Friends – more than twice over. However, when total consumption
is normalized based on population size the results are eye-opening. Once the playing field between the top 15 markets was
leveled, New York, while 1st in total consumption, ranked 14th in consumption when normalized by population alongside
fellow tech-centric markets of San Francisco in 13th and Boston in dead last of the top 15 markets. Conversely, Dallas,
which ranked behind New York and Los Angeles as a top 3 market in terms of total consumption, claimed the title as top
market for streaming with consumption 44% higher than would be expected for its population size. Atlanta, 5th in overall
consumption, over-indexed by 32% to take second, while Phoenix, 8th in overall consumption over-indexed by 23% to take
the silver for top streaming markets.
All of the top 15 markets saw triple-digit increase in viewing hours. These ranged from the 170% growth Minneapolis/Saint
Paul tallied as it leapfrogged the Seattle, Boston, and Orlando markets in overall consumption, to 120% growth netted by
the San Francisco metro which saw the largest drop in overall consumption as it was overtaken by Philadelphia, Phoenix,
and Houston. Even at number 10 in overall consumption in the United States, the San Francisco metro racked up Q2 hours in
excess of those if every visitor to Alcatraz last year watched every single episode of Game of Thrones.
THE AGE OF ADVERTISINGAs the increase in consumption shows, viewers are making the transition to streaming,
and ad dollars are slowly following suit. The challenge with ads for streaming is that
they are different from and predicated on a much more complex delivery system
than ads for linear TV or for digital display (like a banner on a website). Looking at
ad quality, still prevalent are the 11 ad failure points Conviva identified across the ad
delivery chain. These result in as high as 47% of expected ad opportunities unfilled
because of tech failures which include start failures and delays, buffering, and playback errors that result in missed ad
exposure and dollars. Failures are amplified and particularly impactful considering the multiplier effect across subsequent
ad breaks if a viewer tunes out due to a poor ad experience. In 2019, with new platforms vying for consumer dollars, focus
on the entirety of the viewing experience will be an important factor in continued retention and monetization of viewers.
DA
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44%
-18%-17%
-12%
32%
23%
Relative to expected consumption by population size
Streaming by Market
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Q2 | 2019 Conviva’s State of the Streaming TV Industry | ©2019 Conviva. All Rights Reserved | 5 |
STREAMING AD CRISISAd buffering is the silent engagement
killer, and has long been a blind spot for
streaming providers left to wonder why
their audience abandoned during an
ad. When content or ads are viewed in
isolation, it’s easy to miss the big picture.
Visibility throughout the stream, from pre-roll on to
completion, reveals buffering is a continuous threat to
engagement. In Q2, for viewers who didn’t even make
it through 5% of their content, pre-roll ads tallied an
average rebuffering ratio of 1.59%. When a viewer did
make it past that 5% threshold, an indication they are
engaged with the content, pre-roll ad buffering was 0.40% on average.
Even a seemingly small decrease in average pre-roll ad buffering can result in large increases in content engagement
and monetizable viewing time. Overall, the average pre-roll ad buffering ratio was 1.09% in Q2 2019. While many ads see
little buffering, the averages take into account many cases of individuals who see high ad buffering, which in particular
impinges viewer engagement.
RIGHT PLACE, RIGHT TIMEAd quality has a clear impact on engagement, as does the length and placement of the ad. With an average ad length of
24.87 seconds, many streaming providers are still close to the 30-second commercial that set the standard for traditional
TV. As competition mounts and viewer attention wanes, streaming providers must continue to test placement within
programming and trial new business models. The goal to reduce fatigue and frequency means increasingly scarce
inventory with which to ensure maximum engagement and monetization of every consumer touchpoint. With less time
and fewer ad breaks to convert a viewer into a purchaser, the quality of each ad is paramount to carry out the promise of
streaming to match the perfect ad to the perfect viewer.
With comprehensive data about the relationship between ad placement, length, and quality, streaming providers can
optimize their ad revenues without such adverse impacts on engagement. For pre-roll ads, ads less than 10 seconds
resulted in 19.0% drop off while ads 10-20 seconds in length tallied 22.9% and those longer than 20 seconds saw 32.6% drop.
For mid-roll ads, even ads 10 seconds long resulted in a dramatic 29.1% drop while slightly more than 51% of the audience
dropped whether ads were 10-20 seconds or more than 20 seconds. With each additional break, these relative portions of
the audience are lost, along with the opportunity to monetize. When this is compounded across each subsequent ad, the
substantial impact means it is absolutely vital to find the right mix.
Impact of Pre-roll Ad Buffering
0 0.2 0.4 0.6 0.8 1.0
1.09
1.2 1.4 1.6 1.8Buffering Ratio %
on Subsequent Content Viewership
Less Than 5% Content Completed
Break 5%+ Threshold
(average pre-roll ad buffering ratio)
29%
19%
52%23%
51%33%
0-10 SEC 10-20 SEC 20 SEC & MORE
24.87 SEC(average ad length)
Effect of Ad Lengthand Placement
on Abandonment% Drop During Ad
PRE-ROLL
MID-ROLL
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SCORING SCREENSWhether on the couch for a night in, tuned in to pass the
time during a long commute, or glued to the latest global
happenings at work, both in and out of the home, streaming
recorded significant growth across all devices.
Consumption on connected TV continues to dominate with
54% share of all viewing hours in Q2 2019. Connected TVs
also delivered huge improvements in quality with 48% less
buffering, 6% better picture quality, and 34% less video start
failures than the year prior. Among mobile devices, which
commanded 23% share of viewing, iPhone saw the biggest
growth at 114% with Android and iPad not far behind, up 110%
and 97% respectively. Mobile also recorded significant quality
improvements with buffering down 33%, picture quality
improved 10%, and 20% less video start failures year over
year. PCs accounted for just 14% share of viewing, but also
improved their quality significantly with 34% less buffering,
22% improvement in picture quality, and 58% less video start
failures than the previous year.
Within connected TV’s 54% share, Roku saw 173% year-over-
year growth to maintain its leadership position with 43%
share of all connected TV viewing. Amazon Fire TV, up 145% in viewing to capture 18% share, maintained its second-place
spot among connected TV devices. To round out the top three, Apple TV was up 129% to account for 10% share. While just
shy of the top 3 with 9% share of viewing, Xbox delivered the most improved buffering, down 63% year-over-year to take the
lead as the device with the least buffering at just 0.13% rebuffering rate. Leaders Roku and Amazon Fire TV improved 61%
and 52% year-over-year to deliver buffering rates of just 0.21% and 0.16% respectively. A notable mention for Apple TV which
continued to dominate on two key metrics to again boast the industry’s shortest video start time at 2.36 seconds versus
4.59 seconds for the connected TV category and highest bitrate, a proxy for picture quality, at 6.94 Mbps as compared
to 5.34 Mbps for the category. It’s no surprise that the leaders have seen impressive growth in viewing as they continue to
focus on the delivery of superior quality.
ESSENTIAL EXPERIENCE
Near-perfect experiences in streaming have become vital as viewers demand the same level of quality from their streams as
they would expect with linear TV delivery. With the millions of potential combinations of factors that can impact the quality
of the viewer’s streaming experience – devices, platforms, CDNs, ISPs, servers, locations, etc. — providers are required to
employ increasingly sophisticated data as delivery is no longer a one-to-many broadcast but rather a highly personalized
experience. These advances have proven effective as overall quality continues to improve with large reductions in video
start failures and buffering – when the video pauses during playback so it can reload – along with modest improvements in
video start time and picture quality as measured by bitrate. Overall, viewers experienced 35% less video start failures, down
to only 1.83%, and 42% less buffering, as the average rebuffering ratio fell to 0.46% in Q2 2019 from 0.79% in Q2 2018. Video
start time saw a small 1% improvement to 4.06 seconds, while picture quality increased 10% to 4.59 Mbps.
YoY Q2 2018 vs. Q2 2019
PC OthersMobileConnected TV
55%
23%
8%
Mobile
Connected TV
Others
14%PC7%
10%
18%
6%
6%
43%
9%1%
SHARE OF VIEWING HOURS
BY DEVICE
OTHER
SAMSUNG
PS
FIRE TV
ROKU
XBOX
CHROMECAST APPLE TV
Video Start Failures Video Start Time Buffering Ratio Picture Quality
35%FEWER
1%FASTER
42%IMPROVED
10%BETTER
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Q2 | 2019 Conviva’s State of the Streaming TV Industry | ©2019 Conviva. All Rights Reserved | 7 |
Conviva has shown time and again
through objective analytics that quality and
engagement are clearly linked. Viewers are
increasingly unwilling to continue viewing
a program if the experience is poor. While
there are multiple potential points of failure
driving this behavior in combination, each
has a significant impact. For example, small
decreases in buffering result in much longer
average play times. In Q2 2019, a reduction
in rebuffering ratio from the 0.79% average
measured in 2018 to 0.46% in 2019, results in
a 12% increase in engagement. This factors
directly into critical business outcomes like
churn reduction. For publishers to monetize
effectively, whether with subscribers or
with advertising, it is crucial to maximize
engagement.
Quality overall has continued to trend up over the last decade, as viewers grow increasingly sophisticated and impatient.
As the industry balloons and competition mounts, it has never been more imperative to improve the viewer experience.
ON-DEMAND ONSLAUGHT While live viewing saw moderate 93% year-over-year growth across devices with an impressive average of 26.4 minutes per
play, video on demand viewing grew much faster than live with a 155% increase year-over-year clocking a more modest 17.1
minutes per play. While PC led, up 157% in viewing growth among devices for video on demand, this was starkly contrasted
against just 19% growth in live viewing on PCs. Similarly, but in more measured contrast, mobile saw 122% growth in on-
demand viewing and just 86% increase in live. Connected TV saw strong growth for both categories, but video on demand
edged slightly ahead of live viewing at 149% and 133% growth respectively.
CONNECTEDTV
PC
MOBILE
OVERALL
Growth of Live and Video onDemand (VOD) Viewing
VOD
LIVE
149%
122%
155%
157%
133%
19%
86%
93%
0-0.4
0.4-0.6
0.6-0.8
0.8-1
1-2
2-3
3-4
4-5
5-10
10-50
50-100
29.9
25.8
23.0
20.8
17.6
13.1
11.0
9.7
7.5
3.9
0.7
REB
UFF
ERIN
G R
ATIO
(%
)
PLAY DURATION/ENGAGEMENT (MINUTES)
Q2 2018 .79%
Q2 2019 .46%
Buffering has consistently improved, with 42% less year over year in Q2
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Video on demand now accounts for 66% of all viewing
hours, up from 59% the year prior. While mobile devices
command near equal share of live versus on-demand
viewing at 22.8% and 23.7%, PCs garner more share
of on-demand viewing at 16.5% versus 12.6% while
connected TVs command more share of live at 56.5%
versus 53.1%. Notably, Roku accounted for the majority of
all live viewing via connected TV with 53.8%.
As the industry has recognized the importance of getting
it right for live content, the streaming ecosystem has
continued to invest in preparations, redundancies, and
real-time data intelligence. This hyper focus has ensured that the overall quality of live streaming continues to improve,
in fact it exceeded quality delivered for on-demand programming for buffering, with 13.9% less, and video start time, at
25.6% faster, with near equal average picture quality. The main focus for improvement of live content should be video start
failures, which on-demand content was nearly 70% less likely to experience.
BURGEONING BUNDLESContent aggregators (aka virtual MVPDs) in the United States
like DirecTV, Hulu, PlayStation Vue, and Sling, and publishers
both saw triple-digit growth in viewing year over year. Market
dynamics, including consolidation and the increase of hybrid
business models, suggest there is even more room for growth and
innovation as the lines between business models blur, especially
as heavyweights including Disney, Apple, and WarnerMedia
launch new, yet to be fully defined, streaming services in 2019.
The growth gap between publishers and aggregators closed
even more in Q2 than previous quarters, but content aggregators
continue to best other services in terms of consumption as well
as quality, with viewing hours up 168% year over year. Not to be
outdone, publishers in the United States also recorded impressive
growth of 137% in viewing hours year over year. The overall growth
in consumption is indicative of headroom for existing streaming
services alongside future entrants. Increased competition will also
spur innovation and, as the industry saw with hybrid models with
subscription and ads, more convergence in business models.
Growth in Viewing Hours
137%
168%
U.S. Publishers U.S. Aggregators
YoY Q2 2018 vs. Q2 2019
Video Start Failures Video Start Time (SEC) Buffering Ratio Picture Quality (Mbps)
1.54%VOD
LIVE
4.34 VOD
LIVE
0.48%VOD
LIVE
4.62VOD
LIVE2.61% 3.23 0.41% 4.52
34%
201966% 59%
201841%
VOD LIVE
Share of ViewingVideo on Demand (VOD) vs. Live
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Content aggregators continue to outperform other services in the United States in quality with 64% less buffering at 0.23%
as compared to 0.63%, 9% higher picture quality at 5.10 Mbps versus 4.69 Mbps, and 62% fewer video start failures at 0.82%
as compared to 2.16%. For content aggregators, video start time increased 10% to 4.23 sec, however, this might be an
acceptable tradeoff for the other improvements in quality as buffering improved 47%, bitrate improved 5%, and video start
failures improved 11%. For publishers in the United States, video start failures increased 19% but buffering was improved 26%
as bitrate improved 7% and video start time improved 16%.
STATE OF SOCIALStreaming providers have turned to social media in droves to
drive both viewer retention as well as conversion to owned
and operated channels. This is evident in the 15% increase in
total number of videos posted on Facebook and YouTube in
Q2 alone. The providers that make the most of these and other
premium social channels utilize these resources to test market,
determine what resonates to build better content, promote
their catalog, monetize with branded content on social, and to
acquire audiences. As more businesses reap the successes that
social media bolster, there is room for much more growth on social and improvement as they
optimize strategies and learn what works best engage their audiences.
With the increase in videos
posted, average total views
predictably increased as well,
while average views per video
also increased significantly.
Facebook records a view when
a video plays for at least three
seconds, while YouTube tallies a
view at 30 seconds. For industry
segments, including sports, brands, media, and entertainment, all saw significant gains year over year. Media led with
the largest growth in average total views, up 197% year over year, followed by brands up 129%, entertainment up 90%, and
sports up 68%. For views per video, entertainment led in growth, up 99%, but close behind were sports and media with 96%
and 95% increases respectively, while brands trailed slightly, up 63%.
Despite growth in viewing, engagements – which is the measure of comments, shares, and reactions – were down as is
the trend in social media overall. For Facebook and YouTube, average engagements
per video fell 16% year over year. As social platforms prioritize human interaction as well
as monetize and grow their value as video distribution platforms, engagements will
likely continue to fluctuate. This is not surprising given the highly personalized human
interaction and topical nature of social, meaning that fluctuation will continue to be a
meaningful factor in reporting metrics.
Minutes / Play
23.7
15.5
0.82%
2.16%
4.23
4.23
0.23%
0.63%
5.10
4.69
U.S. AGGREGATORS
U.S. PUBLISHERS
Video Start Failures Video Start Time (SEC) Buffering Ratio Picture Quality (Mbps)
15%on Facebook and YouTube
YoY Q2 2018 vs. Q2 2019
AVERAGE POSTED VIDEOS
16%PER VIDEO FELLENGAGEMENTS
on Facebook and YouTubeYoY Q2 2018 vs. Q2 2019
96%
63%
95% 99%
68%
129%
197%
90%
SPORTS BRANDS MEDIA ENTERTAINMENT
Growth in Viewing on Facebook and YouTube Average
Views/Video
Average Total Views
YoY Q2 2018 vs. Q2 2019
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THE STORIES OF ENTERTAINMENTInstagram Stories has become an increasingly popular marketing platform for the entertainment industry. TV networks
have grown more adept at utilizing the platform to promote their lineup of shows, while TV shows have turned to stories
as a tool to reinforce the personal affinity viewers have with their program. On average, entertainment accounts posted
58% more stories than the previous year, with an average of 2.7 stories per week. Stories have also increased in length with
frames per story up 9% for an average of 7.3 frames per story in Q2. Even with the increase in stories posted and longer
stories, viewers were more likely to be engaged for the length of the story, with completions up more than 12% year over
year to 83% completion rate in Q2.
As the entertainment industry grows more sophisticated with social media, creation of personal affinity has proven to be a
winning strategy for Instagram Stories. Networks see great success when they connect with audiences via takeovers, with
stars left in charge to post stories for a limited time. Likewise, TV shows can encourage a personal relationship with the fans
by providing access to the actors and behind the scenes content. Because viewers tend to feel much closer to TV shows
than TV networks, it’s no surprise that while average completion rate was in the same ballpark, at 83% for shows versus
75% for networks, TV shows had nearly 3x the reach rate (the percentage of an account’s followers who viewed their story)
as TV networks at 5.5% versus 1.9%. If the rise of influencers has highlighted anything, it’s that people want to engage with
people.
CLOSING THOUGHTSEvery year since its inception, streaming has posted impressive growth, but in 2019 streaming is coming into its own. The TV
industry of yesterday was built on inflexible standards, antiquated measurement, and limited data. Streaming offers the
vast potential of a rapidly maturing market, flexibility, targeting, and data to understand the audience like never before.
Industry pioneers and leaders such as Hulu, HBO, ESPN, and YouTube continue to grow, make strides, innovate, and have
focused on their audience to understand and optimize their streaming services for years. Significant new entrants will find
untapped potential as they attract new subscribers and grow the share of wallet to the benefit of the streaming industry
overall. With the continued growth of streaming, the industry is anything but saturated.
REACH RATE
2%
6%
TV
SH
OW
TV
NET
WO
RK
OR
CH
AN
NEL
Stories Per Week
Average Frames/Story Average Completion Rate
2018 2019
6.7 7.3 75% 83%
% of an account’s followers who viewed their story
1.7 2.7
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ABOUT CONVIVAConviva is the real-time decisioning platform for optimized streaming media. More than 250 industry leaders across
5 continents – including CBS, DAZN, HBO, Hulu, PlayStation™Vue, Sky, Sling TV, Turner, and Univision – rely on Conviva to
maximize their consumer engagement, deliver the quality experiences viewers expect, and drive revenue growth. With a
global footprint of 100 billion streams per year across 3 billion applications streaming on devices, Conviva offers streaming
providers unmatched scale for continuous video measurement, intelligence, and benchmarking across every second of
every stream on every screen. The company is privately held and headquartered in Silicon Valley, California, with offices
around the world. For more information on Conviva, please visit www.conviva.com.
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