2018年Q2全屏流媒体电视普查报告（英文版）_9页_1mb

报告摘要

Conviva's All-Screen Streaming TV Census Report Q2 2018 Summary

Core Content

This report provides an overview of the quantity and quality of streaming video content based on Conviva's census data collected between April 1 and June 30, 2018 (Q2 2018), and compares it to the same period in 2017 (Q2 2017). Conviva is a leading measurement platform for streaming TV publishers, tracking data from over 3 billion streaming video applications across 200+ brands globally. The report highlights key trends in content consumption, device usage, and streaming quality.

Main Trends

1. Content Consumption Growth

Streaming TV consumption more than doubled YoY (Year-over-Year).
Viewing hours increased by 115%, indicating strong market expansion.
Peak concurrent plays increased by 118%, driven by major events like the World Cup.

2. Device Shift

Mobile devices (smartphones and tablets) dominate streaming, accounting for 49% of all plays, up from 39% in Q2 2017.
TVs (connected) gained significant traction, especially for long-form content, with Roku leading in plays and Fire TV showing the fastest growth.
PCs saw a decline in plays but remained a notable contributor to viewing hours.

3. Quality Improvements

All five QoE (Quality of Experience) metrics improved YoY.
Video Start Failure (VSF) decreased from 3.21% to 2.69% (16% improvement).
Exits Before Video Start (EBVS) dropped from 14.16% to 12.68% (10% improvement).
Video Startup Time (VST) improved by 14%, from 4.84 to 4.16 seconds.
Rebuffering Ratio dropped from 1.02% to 0.78% (24% improvement).
Bit Rate increased by 24%, from 3.29 Mbps to 4.08 Mbps, indicating better picture quality.

Key Metrics

Quantity Metrics

Metric	Q2 2017	Q2 2018	% Increase
Total Unique Devices	672,333,972	973,424,032	45%
Peak Concurrent Plays	3,657,016	7,966,302	118%
Plays	8,517,589,810	17,203,553,254	102%
Viewing Hours	2,569,034,513	5,515,374,166	115%
Attempted Plays	10,307,957,539	20,328,028,609	97%

Device Breakdown

Device Type	% of Total Plays	Y/Y % Growth	% of Total Viewing Hours	Y/Y % Growth
PC	24.5%	-7.6%	20.5%	8.1%
Smartphone/Tablet (Android)	28.0%	86.5%	17.0%	45.2%
Smartphone/Tablet (iOS)	20.8%	72.8%	12.0%	47.3%
TV (AppleTV)	4.1%	96.8%	6.1%	64.5%
TV (Chromecast)	1.8%	153.9%	3.3%	101.7%
TV (FireTV)	1.9%	106.5%	3.4%	139.8%
TV (Other)	1.4%	-7.4%	1.9%	-42.6%
TV (PlayStation)	5.0%	165.6%	6.9%	101.6%
TV (Roku)	7.8%	25.5%	22.1%	39.3%
TV (Samsung)	0.3%	-12.8%	0.4%	-15.7%
TV (Xbox)	4.6%	60.1%	6.5%	43.0%

Regional Performance

Metric	North America	Asia	Europe	RoW
Plays % Growth	124%	63%	28%	33%
Viewing Hours % Growth	139%	22%	32%	90%
VSF % Improvement	44%	-18%	16%	-
EBVS % Improvement	2%	31%	-27%	-
Video Start Time (sec)	4.42	2.96	4.44	-
Rebuffering Ratio	0.59%	1.84%	0.60%	-
Bit Rate (Mbps)	4.62	1.54	3.61	-

Key Observations

Sports events like the World Cup and NBA Western Conference Finals significantly drove peak concurrency, showing the continued relevance of "appointment TV" in the streaming space.
Mobile devices are increasingly preferred for short-form content, while connected TVs are the main platforms for long-form content.
Asia lags behind North America and Europe in both picture quality and buffering performance, indicating potential for improvement.
Video delivery quality is improving globally, with a focus on reducing rebuffering and improving startup times, which directly affects viewer engagement and publisher revenue.
Browsers show slightly faster growth in viewing hours compared to apps, suggesting that they remain an important channel for content discovery.

Conclusion

Conviva's census data for Q2 2018 demonstrates robust growth in streaming TV consumption, with a continued shift toward mobile and connected TV devices. The industry is making significant strides in improving the quality of the streaming experience, but there is still room for enhancement, especially in regions like Asia. Publishers and distributors should focus on optimizing streaming quality to further boost engagement and monetization.

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