CONVIVA-2020年第三季度流媒体报告（英文）-2020.11-16页_1mb

Conviva's State of Streaming - Q3 2020 Summary

Core Content

Conviva's Q3 2020 report highlights the global streaming industry's resilience and growth during the ongoing impact of the COVID-19 pandemic. Despite challenges such as the suspension of live sports and reduced advertising activity in Q2, the industry rebounded in Q3 with significant increases in streaming time, ad demand, and device usage. The report emphasizes the shift in consumer behavior, the rise of smart TVs, and the performance of various content types and regions.

Main Points

• Streaming Growth: Global streaming time increased by 57% year over year, with notable regional variations. Oceania led with 293% growth, followed by Europe (121%) and South America (104%). North America, Africa, and Asia saw lower but still positive growth at 51%, 39%, and 12% respectively.

• Smart TV Rise: Smart TVs saw a 200% increase in viewing time, nearly doubling their share of global streaming. Samsung, LG, and Vizio dominated the smart TV market, with Samsung leading at 47.4% of viewing time. Connected TV devices, though still growing at 55%, lost market share to smart TVs.

• Ad Demand Recovery: Global ad demand rebounded in Q3, increasing by 14% in attempts and 22% in impressions. Ad quality improved, with 28% fewer buffering times and 11% better picture quality. However, ad start times increased slightly by 5%.

• NFL Engagement: The NFL saw a 41% increase in live game viewing time, with 63% growth in daytime games. Smart TVs captured the majority of NFL viewing, while mobile devices had a higher share in primetime games.

• Social Media Performance: North American sports leagues saw a 252% increase in social media engagements in September 2020 compared to June. The NFL led with the highest engagement, while the NBA still lagged behind pre-pandemic levels. European leagues, on the other hand, rebounded more quickly due to earlier and less severe content output drops.

• News Consumption on Social: News content and engagement on social media surged, with 123% more posts, 107% more videos, 174% more views, and 193% more engagements in Q3 2020 than in Q3 2019. This trend was driven by increased content output and sustained interest in topics like the U.S. election and social justice.

• Streaming Quality: Overall, streaming quality improved with 38% higher picture quality, 17% fewer video start failures, and 13% less buffering time. Smart TVs showed the most improvement, while desktops had the worst performance in terms of buffering and start times.

• Device Trends: Tablets saw 62% growth in viewing time, surpassing mobile phones. Mobile devices remained the second most popular, with 49% share. Desktops saw the smallest growth at 16%. Smart TVs, connected TV devices, and gaming consoles all experienced growth, though smart TVs outpaced others significantly.

• Regional Device Usage: In North America, connected TV devices dominated with 58% share, while in South America, smart TVs led with 35.1%. In Africa and Asia, desktops remained the primary streaming device.

• Industry Outlook: The report suggests that streaming is becoming more integrated into the living room as consumers upgrade to smart TVs. Companies that provide a diverse content mix on popular devices are expected to thrive in this evolving landscape.

Key Information

• Global Growth: Streaming time increased by 57% globally in Q3 2020.
• Smart TV Growth: Smart TVs grew by 200%, nearly doubling their market share.
• Ad Recovery: Ad attempts and impressions increased by 14% and 22%, respectively.
• NFL Performance: NFL viewing time increased by 41%, with 63% growth in daytime games.
• Social Media Engagement: North American sports leagues saw 252% increase in engagements in September, while European leagues showed a 117% increase compared to Q2.
• News on Social: News content and engagement on social media increased significantly, with 193% more engagements in Q3 2020 than in Q3 2019.
• Device Share: Smart TVs, connected TVs, and tablets saw the most growth, while desktops had the least.
• Quality Improvements: Streaming quality improved across all categories, with smart TVs leading in picture quality and buffering reduction.

Conclusion

Streaming media continues to grow at a rapid pace, with a 50%+ year-over-year increase in viewing time. The industry has adapted to the challenges posed by the pandemic, with smart TVs and social media playing pivotal roles in this transformation. Conviva's report underscores the importance of understanding device trends, content preferences, and user experiences to stay competitive in the evolving streaming landscape.