2019年Q1流媒体电视行业现状（英文版）_12页_8mb

Conviva’s State of the Streaming TV Industry – Q1 2019 Summary

Core Content Overview

Conviva's Q1 2019 report provides insights into the growth, challenges, and opportunities in the streaming TV industry. It highlights the increasing adoption of streaming services, the importance of quality in viewer experience, and the role of social media in content distribution and monetization.

Key Trends and Findings

Streaming Viewership Growth

• Overall viewership increased by 72.4% year-over-year.
• Growth rate accelerated, with viewing hours growing 49% faster in Q1 2019 than in Q1 2018.
• Connected TV devices saw the fastest growth, up 74.3% year-over-year, accounting for 56.1% of all viewership.
• Mobile devices also saw growth, up 72.5%, but maintained their share at 23%.
• PCs grew by 54.5%, but lost market share from 15.5% to 13.9%.

Quality Improvements

• Buffering decreased by 34%, reaching 0.50%.
• Picture quality improved by 17.4%, reaching 4.7 Mbps.
• Video start failures dropped by 34.8% to 1.57%.
• Video start time improved by 7.8%, down to 4.2 seconds.
• Connected TV devices saw the biggest quality improvements, with 60.1% less buffering, 20.6% better picture quality, and 42.7% fewer video start failures.

Ad Quality and Performance

• Up to 47% of streaming ads failed to reach viewers, highlighting the need for quality in ad delivery.
• Ad failure points include wrapper delays, incorrect media rendition, empty ad responses, and VPAID errors.
• Ad-supported services are growing rapidly, with a hybrid business model becoming more common, offering both subscription-based and ad-supported content.

Device Market Share

• Roku maintained its lead with 42.4% of connected TV viewership.
• Amazon Fire TV gained significantly, capturing 18.6% share, up from 11.4% in Q1 2018.
• Apple TV saw a 113.3% increase in viewership, accounting for 10% of connected TV minutes.
• Xbox had the best-in-category buffering at 0.13%.

Content Type Trends

• Video on demand (VOD) grew slightly faster than live content, with a 76.4% increase year-over-year, now accounting for 62.8% of all consumption.
• Live content still dominates in terms of viewing time per play, with 27.5 minutes per play in Q1 2019.
• Connected TVs saw an increase in video start time, up 5.3%, while mobile devices saw a 2.9% increase.

Social Media and Streaming Integration

• Social media is becoming a key platform for content distribution, promotion, and monetization.
• Live events such as the Super Bowl and March Madness drove significant streaming growth:
  • Super Bowl LIV saw a 157% increase in streaming viewership, led by connected TVs.
  • March Madness saw a 67% increase, with connected TVs capturing 50% of the share.
• Platform performance varied:
  • Instagram excelled with Golden Globes.
  • Facebook and YouTube were best for Oscars.
  • YouTube had the highest view percentage for Super Bowl at 57%.
  • Twitter performed well for basketball events like March Madness.
  • Facebook Live saw high engagement for news events, such as the Michael Cohen hearing and Mueller Report.

Major Viewership and Quality Metrics

• Highest peak concurrency in Q1 2019 was 37.6% higher than the previous year, driven by the College Football Playoff National Championship.
• Average daily peak concurrency was 76.1% higher than Q1 2018.
• Virtual MVPs (e.g., DirecTV Now, Hulu, PlayStation Vue, Sling) outperformed other services in viewership, with 107.7% growth compared to 59.6% for other services.
• Virtual MVPs also outperformed other services in quality metrics, such as:
  • Buffering: 0.26% vs. 0.70%.
  • Picture quality: 5.1 Mbps vs. 4.5 Mbps.
  • Video start failures: 0.68% vs. 1.88%.

Strategic Insights

• Real-time data intelligence and quality optimization are critical for streaming providers to maintain viewer engagement and retention.
• Social media plays an increasingly important role in promoting and monetizing content, especially for peak events.
• Addressable ads are gaining traction, but the fundamentals of ad quality remain a priority.
• Streaming providers are adopting hybrid models to balance cost and quality, using ad-supported content as a customer acquisition tool.

Conclusion

The streaming TV industry is growing rapidly, with connected TV and mobile leading in consumption. Quality remains a top concern, and ad performance is a critical factor for monetization. Social media is emerging as a powerful tool for both distribution and engagement, and real-time analytics are essential for maintaining and improving the viewer experience. As the market becomes more competitive, the ability to deliver high-quality, seamless streaming across all platforms will be key to success.