2018年Q1全屏流媒体电视普查报告（英文版）_6页_1mb

Conviva’s All-Screen Streaming TV Census Report Q1 2018 Summary

Core Content

This report presents Conviva’s comprehensive census data on streaming video consumption and quality across the globe for Q1 2018, comparing it with the same period in Q1 2017. The data is fully anonymized and covers all-screen streaming activities from Conviva's extensive customer base, representing over 200 global OTT publishers. The report highlights the growing market for streaming video, the shift in consumption patterns, and the continuous improvements in video quality and delivery.

Main Metrics and Key Findings

Quantity of Streaming Video Consumption

• Total Unique Devices: Increased by 6% from 721 million to 765 million.
• Peak Concurrent Plays: Rose by 70% from 3.22 million to 5.49 million, indicating higher simultaneous streaming activity.
• Plays: Surged by 98% from 7.33 billion to 14.52 billion.
• Viewing Hours: Grew by 114% from 2.24 billion to 4.79 billion, reflecting significant market expansion.

The report also highlights the accelerating growth of the streaming market, with North America and Europe showing strong increases in both plays and viewing hours. Asia and RoW (Rest of the World) saw more moderate growth.

App vs. Browser Consumption

• App-based Plays: Grew by 167%, accounting for 67% of total plays in Q1 2018.
• Browser-based Plays: Increased by 46%, making up 33% of total plays.
• App-based Viewing Hours: Rose by 136%, representing 73% of total viewing hours.
• Browser-based Viewing Hours: Grew by 71%, but only accounted for 27% of total viewing hours.

The trend shows a clear shift toward app-based consumption, especially on mobile devices and connected TVs.

Device-Based Streaming Activity

• Smartphone/Tablet:
  • Android plays increased by 168%, reaching 22.6% of total plays.
  • iOS plays increased by 138%, but its share dropped slightly to 19.3%.
• Desktop:
  • Plays grew by 4%, but its share of total plays dropped from 45.7% to 23.1%.
  • Viewing hours increased by 23%, but its share of total viewing hours fell from 30.1% to 17.5%.
• TV:
  • Apple TV saw the highest growth in viewing hours, increasing by 709%.
  • FireTV also experienced significant growth, up 411%.
  • Roku and Xbox both showed substantial increases, with Roku's share of total viewing hours dropping slightly from 26.3% to 23.1%.
  • PlayStation and Samsung also had strong growth in viewing hours.

Quality of Streaming Video

Conviva tracks five key Quality of Experience (QoE) metrics:

1. Video Start Failure (VSF):

   • Decreased from 5.89% to 2.34%, a 60% improvement.
   • Lost plays due to VSF: 2.4B, and lost viewing hours: 800M.

2. Exits Before Video Start (EBVS):

   • Reduced from 15.36% to 11.54%, a 25% improvement.
   • EBVS had the largest decline in Asia (-29%) and Europe (-14%).

3. Video Start Time (VST):

   • Improved by 15% overall, from 5.30 seconds to 4.53 seconds.
   • Asia saw the most significant improvement (-29%), while North America remained relatively flat (-1%).

4. Rebuffering Ratio:

   • Decreased from 1.01% to 0.88%, a 13% improvement.
   • North America reduced rebuffering by 20%, while Asia saw an increase of 29%.
   • Average engagement time per stream was 27 minutes, with a 12-minute increase observed when rebuffering was below 0.4%.
   • Total viewing hours lost to rebuffering: 2.9B.

5. Bit Rate:

   • Increased by 29% overall, from 3.04 Mbps to 3.92 Mbps.
   • North America and Europe both improved by over 10%.

Regional Insights

Conclusion

The Q1 2018 census report underscores the rapid growth of the OTT market, with a 114% increase in viewing hours and app-based streaming driving most of the growth. While the quality of streaming has also improved across all key metrics, Asia still lags behind in some areas. Android outperformed iOS on mobile devices, and Apple TV showed extraordinary growth in viewing hours. The report concludes that streaming video over the internet is the next generation of TV, and Conviva's data provides a valuable insight into its current state and future potential.