2021年第二季度流媒体报告（英）-21页_1mb

Conviva's State of Streaming Q2 2021 Summary

Core Content

Conviva's Q2 2021 report highlights the continued growth and dominance of streaming media globally, showing that the surge in streaming during the pandemic is not temporary but rather a new normal. The report provides insights into viewing trends, ad performance, social media engagement, and device usage across various regions.

Main Points

• Streaming Growth:
  Streaming continued to grow by 13% in Q2 2021 compared to Q2 2020. The largest growth was seen in South America (192%), followed by Africa (79%), Oceania (58%), and Asia (43%).

  • June had the highest growth in the quarter, with South America leading at 236%, followed by Oceania at 98%, Asia at 52%, and North America at 14%.
  • North America saw a 7% decline in April 2021, dragging down the region's overall growth to 2%.

• Ad Performance:

  • 16% of ads were missed opportunities, but this number dropped by 37% from the previous quarter.
  • Ad impressions increased by 4% quarter over quarter despite a 8% drop in ad attempts.
  • Ad start times improved by 31%, and ad buffering decreased slightly by 1%.
  • Ad duration decreased by 3% to 27 seconds.

• Social Media Engagement:

  • Fortune 500 companies saw significant engagement on social media, with Netflix leading in terms of videos, views, and total cross-platform engagements.
  • Apple had the highest average engagements per video and per post, despite posting less organic content.
  • Grey's Anatomy was the most engaged streaming show on social media, with 68.8 million cross-platform engagements, outperforming Elite (Netflix) and other popular titles.
  • Total cross-platform social audience for Fortune 500 brands reached 225 million, with Facebook dominating due to its large audience.
  • McDonald's achieved the highest average cross-platform engagement rate for any Fortune 500 brand with more than 15,000 followers, thanks to a collaboration with BTS.

• Device Trends:

  • Mobile phones accounted for 63% of YouTube views but only 52% of watch time, indicating a preference for shorter content on mobile.
  • Connected TV and console viewers spent nearly twice as many minutes per view compared to mobile or tablet users.
  • Roku maintained its 31% global share of big screen viewing time, but smart TV-only devices like Samsung, LG, Android, and Vizio increased their share.
  • Gaming consoles saw a 14% decrease in viewing time, while smart TVs and connected TVs increased.
  • Big screens still dominated overall viewing time with 73% of the global share, despite a 1% decrease from 2020.

• Quality Improvements:

  • Buffering and picture quality improved across all devices. Gaming consoles led in buffering improvements (44%) and picture quality (20%), while connected TVs had the smallest gains.
  • Minutes per play decreased by 3% globally, with mobile phones seeing the largest drop (7%).
  • Video start failures increased by 14% globally, with tablets and connected TVs showing the most significant improvements.
  • Video start time decreased by 3% overall, with Roku and PlayStation leading the way.
  • Bitrate varied significantly, with LG TV having the highest at 10.28 Mbps, and Chromecast the lowest at 6.21 Mbps.

Key Information

• Streaming Growth by Region:

  • South America: 192% increase in viewing time
  • Africa: 79% increase
  • Oceania: 58% increase
  • Asia: 43% increase
  • North America: 2% increase
  • Europe: 9% increase in April, 27% in May

• Device Share of Viewing Time:

  • Big screens: 73%
  • Mobile phones: 11%
  • Desktops: 10%
  • Tablets: 5%
  • Other: 1%

• Top Performing Devices:

  • Roku: 31% share, best buffering and picture quality
  • Gaming consoles: Highest improvements in buffering and picture quality
  • Smart TVs: Significant growth in viewing time, especially LG TV (50%) and Samsung TV (36%)

• Top Engaging Shows:

  • Grey's Anatomy (Hulu): 68.8M cross-platform engagements
  • Elite (Netflix): 47.5M
  • Friends (HBO Max): 32.8M
  • Loki (Disney+): 15.2M
  • Saturday Night Live (Peacock): 14.2M

• YouTube Trends:

  • Mobile phones accounted for 63% of views and 52% of watch time
  • Connected TVs had 23% of watch time but only 14% of views
  • Short-form content like YouTube Shorts is influencing viewing behavior, especially on smaller screens

• Ad Metrics:

  • Ad start times improved by 31%
  • Ad buffering decreased by 1%
  • Ad duration decreased by 3% to 27 seconds
  • Ad impressions increased by 4% despite a 8% drop in ad attempts

• Social Media Influence:

  • YouTube is challenging traditional social media formats with its long-form content
  • Facebook remains the most used platform for Fortune 500 brands with 65% of total audience share
  • Instagram and Twitter saw significant increases in engagement, with Twitter leading at 263%

• Device Quality:

  • Gaming consoles had the best picture quality and buffering
  • Tablets had the worst video start failure rate at 1.31%
  • Chromecast had the worst buffering rate at 0.32%
  • LG TV had the highest bitrate at 10.28 Mbps

Conclusion

Streaming continues to be a dominant force in the media landscape, with consistent growth across all regions and improvements in both content delivery and viewer engagement. The shift in viewing behavior towards mobile and social media platforms is evident, but big screens still hold a significant share of the market. The report underscores the importance of quality in streaming, with improvements in buffering and picture quality, and highlights the role of social media in driving engagement for both streaming services and brands.