2018年度流媒体电视行业现状（英文版）_8页_2mb

报告摘要

Conviva’s State of the Streaming TV Industry 2018 Summary

Core Content Overview

Conviva's 2018 Annual Report provides an in-depth analysis of the streaming TV industry, highlighting significant growth, evolving viewer expectations, and the challenges of delivering a high-quality streaming experience. The report uses real-time data from Conviva's proprietary sensor technology, which is embedded in 3 billion video applications globally and measures 1 trillion data events per day.

Key Trends and Insights

Global Growth and Viewer Behavior

Streaming TV adoption accelerated, with global viewing hours increasing by 89% year-over-year.
Q4 2018 saw the highest growth, with 165% increase in viewing hours and 143% increase in plays compared to 2017.
Viewer impatience grew, with a 7% year-over-year increase in abandonment rates, reaching 14.6% in 2018.
Live content abandonment increased significantly, reaching 16.7% compared to 11.2% in 2017, reflecting rising expectations and impatience.

Device Usage and Quality

Connected TVs emerged as the device of choice, capturing 56% of viewing hours in 2018, up from 47% in 2017.
Connected TVs saw a 148% increase in plays, outpacing mobile (94%) and PCs (1%).
Roku remained the top connected TV device, with 41% share of viewing hours, while Amazon Fire TV rose to 2nd place, gaining 18% share.
Buffering, video start failures, and picture quality improved across all platforms, but connected TVs had the least buffering at 0.52% and the best picture quality at 6.8 Mbps.

Live Content and Sports Events

Live events drove significant spikes in viewership, with sports and news being the primary drivers.
The World Cup and Olympics saw daily increases in viewership of 29% and 26%, respectively.
NFL games contributed to global traffic increases of up to 15% on Sundays, which were the busiest streaming days.
Live news traffic increased by 217% during the U.S. midterm election, with 14% increase in global viewership that day.

vMVPDs and Consumer Shifts

vMVPDs (video MVPDs) like Hulu, YouTube TV, and Sling TV grew faster than publisher applications, with 74% faster growth in Q4.
vMVPDs offered a more traditional TV-like experience, with 25 minutes per play compared to 14 minutes for publisher apps.
77% of vMVPD viewing hours in the U.S. were via connected TVs, highlighting the strong synergy between vMVPDs and connected devices.
Buffering, picture quality, and start times improved for vMVPDs, with 37% less buffering, 21% better picture quality, and 9% faster start times.

Major Viewpoints

Streaming TV has evolved from a novelty to a necessity, with increased consumer choice and higher expectations.
Viewer patience is waning, especially with live content, where abandonment rates are higher than for video on demand.
Connected TVs are the dominant platform, offering better quality and user experience than mobile and PCs.
Live events are critical for driving engagement and traffic, but they also pose significant delivery challenges due to high demand and traffic spikes.
vMVPDs are gaining traction, offering bundled content and traditional TV-like experiences, which helps retain users and increase engagement.

Critical Information

Conviva's data is collected from 3 billion applications, providing unparalleled precision and actionable insights to over 200 global streaming brands.
Buffering improved by 23%, but still resulted in 25 seconds of waiting per hour.
Minutes per play increased by 8.4%, indicating improved engagement.
Sports and news events are key drivers of live content traffic, with global spikes in viewership during major events.
Roku and PlayStation led in picture quality and engagement, respectively, while Amazon Fire TV saw significant growth.

Conclusion

Conviva's 2018 report underscores the rapid growth and evolving dynamics of the streaming TV market. As viewer expectations rise and content choices expand, streaming providers must prioritize quality and reliability to maintain engagement and revenue. The volatility of the market is evident, with live content and sports events playing a central role in driving traffic and vMVPDs becoming a key player in the ecosystem. The connected TV segment continues to dominate and evolve, with Roku and Amazon Fire TV leading the charge.