CONVIVA-2021年Q1亚洲流媒体报告（英文）-2021.5-16页_1mb

报告摘要

Q1 2021: State of Streaming in Asia

Core Content Overview

This report provides an in-depth analysis of streaming trends, quality metrics, and advertising performance in Asia during Q1 2021. It highlights the shift in viewing behavior, the growth of on-demand content, the role of big screens, and the impact of social media on streaming publishers and sports leagues.

Main Trends and Key Findings

Streaming Growth

Asia's streaming growth was 15% year over year, significantly lower than the global 36% growth.
On-demand viewing surpassed live streaming for the first time in Asia, with viewers spending 57% of their time on on-demand content, up from 44% in the previous quarter.
Southern Asia was the fastest-growing region, with a 151% increase in viewing time.
Western Asia also saw growth of 18%, while Eastern Asia had 4% growth.
Southeastern Asia and Central Asia experienced declines of 16% and 3%, respectively.

Device Usage

Big screens dominated viewing in Asia, accounting for 73% of the global viewing share, with smart TVs, connected TV devices, and gaming consoles showing the most growth.
Smart TVs saw the highest growth with a 335% increase, followed by connected TV devices with 147% growth.
Mobile phones still accounted for a significant portion of viewing time across all regions, with Southern Asia leading at 52%.
Gaming consoles were the least popular, with less than 2% share in all regions.

Quality Metrics

Video start failures decreased by 35% in Asia overall, with connected TV devices and smart TVs showing the most improvement.
Video start time worsened by 7% in Asia overall, with desktops showing the largest increase (30%).
Buffering increased by 30% in Asia, with desktops experiencing a 94% rise.
Bitrate was the standout metric, with Southeastern Asia doubling its bitrate and Southern Asia seeing a 76% increase.

Advertising Performance

Streaming advertising saw a rebound with 4% more ad attempts and 13% more ad impressions compared to Q4 2020.
Ad quality improved, with bitrate increasing by over 50% and start times decreasing.
Ad buffering increased by 9%, and ad duration decreased to 28 seconds.
Conviva's SPI (Streaming Performance Index) for ads ranged from 45% to 81%, indicating room for improvement in ad quality.

Social Media Engagement

Streaming publishers increased total posts by 99% and video content by 39% on platforms like Facebook, Instagram, Twitter, and YouTube.
Total engagements rose by 24%, and audience growth increased by 61%.
TikTok was a major driver of growth for streaming publishers, though it still had a small share of audience for sports leagues.
Netflix led in cross-platform audience with 234 million followers, followed by Apple TV, Amazon Prime Video, WWE Network, and Disney+.

Sports Leagues

Sports leagues in Asia rebounded on social media, with IPL showing 142% increase in engagements and KBO up 60%.
NPB also saw strong growth with 105% more videos posted and 29% increase in engagements.
Social media distribution varied among leagues, with NPB having a strong presence on Twitter and KBO showing even distribution across platforms.
TikTok had a minimal share of audience for sports leagues in Asia, unlike in the US and Europe.

Regional Quality Variance

Eastern Asia had the best overall quality, with the lowest video start failures and start times.
Central Asia faced the most challenges, with 5.3% video start failures and 3.4 seconds longer start times than the regional average.
Bitrate was highest in Southeastern Asia at 4.5 Mbps, and lowest in Eastern Asia at 1.8 Mbps.

Conclusion

The pandemic has reshaped consumer behavior in Asia, with a clear shift towards on-demand streaming and big screens. While social media has become a vital channel for streaming publishers and sports leagues, advertising quality and device performance still require attention. The future of streaming in Asia appears to be more mobile-first but increasingly device-agnostic, with big screens gaining traction.

Methodology

Data is collected using Conviva's proprietary sensor technology embedded in 3.3 billion streaming applications.
Metrics include over 500 million unique viewers, 180 billion streams per year, and 1.8 trillion real-time transactions per day.
Social media data spans over 900 accounts, 1.8 million posts, 910,000 videos, 6 billion video views, and 35 billion engagements across major platforms.