Conviva-2019年第二季度流媒体电视行业报告（英文）-2019.9-11页_4mb

Conviva’s State of the Streaming TV Industry Q2 2019 Summary

Core Content Overview

Conviva's Q2 2019 report highlights the rapid growth and evolution of the streaming TV industry, emphasizing the importance of viewer experience, ad performance, and the role of social media in engagement. The report provides insights into how streaming services are adapting to increasing demand and improving quality to retain and monetize audiences.

Key Takeaways

1. Streaming Growth and Quality Improvements

• Overall Growth: Streaming viewing hours more than doubled, with a 130% year-over-year increase.
• Connected TV Growth: Connected TV viewing increased by 143%, becoming the dominant category with a 54% share of all viewing hours.
• Quality Improvements:
  • Buffering: Reduced by 42%, with an average rebuffering ratio of 0.46%.
  • Video Start Failures: Fell by 35%, down to 1.83%.
  • Video Start Time: Improved by 1%, averaging 4.06 seconds.
  • Picture Quality: Increased by 10%, with an average bitrate of 4.59 Mbps.

2. Top Streaming Markets

• Major Markets: New York, Los Angeles, and San Francisco dominate total streaming consumption.
• Normalized by Population:
  • Dallas ranked 1st with 44% higher consumption than expected.
  • Atlanta ranked 2nd with 32% over-indexing.
  • Phoenix ranked 3rd with 23% over-indexing.
• Tech Hubs Lag: Boston, New York, and San Francisco lagged significantly in normalized consumption.

3. Streaming Ad Crisis

• Ad Buffering Impact: Ad buffering is a major engagement killer.
  • Pre-roll Ads: 1.59% average rebuffering ratio for viewers who didn't complete 5% of content.
  • Mid-roll Ads: 29.1% drop for 10-second ads and 50%+ drop for 20+ second ads.
• Ad Length and Engagement:
  • 10-second pre-roll ads led to a 19.0% drop in viewership.
  • 20+ second pre-roll ads led to a 32.6% drop.
  • Mid-roll ads of 10-20 or more than 20 seconds caused 51%+ drop in viewership.
• Ad Quality: Streaming ad quality is still a challenge, with 47% of expected ad opportunities failing due to technical issues.

4. Device Performance

• Roku: Led with 173% growth and 43% share of connected TV viewing.
• Amazon Fire TV: Grew 145% with 18% share.
• Apple TV: Grew 129% with 10% share.
• Xbox: Improved the most in buffering, down to 0.13%.
• Mobile Devices: Grew 23% of total viewing with significant quality improvements.

5. Live vs. On-Demand Viewing

• Live Streaming:
  • Grew 93% YoY.
  • Had 13.9% less buffering and 25.6% faster start time than on-demand.
• On-Demand Viewing:
  • Grew 155% YoY.
  • Accounted for 66% of all viewing hours.
  • Average play time per video: 17.1 minutes.
• Device Breakdown:
  • Connected TV: 56.5% share of live viewing.
  • PCs: 16.5% share of on-demand viewing.
  • Mobile: 22.8% share of live viewing and 23.7% of on-demand.

6. Content Aggregators vs. Publishers

• Content Aggregators (e.g., Hulu, PlayStation Vue, Sling TV):
  • Recorded 168% YoY growth.
  • Outperformed publishers in buffering (0.23% vs. 0.63%), picture quality (5.10 Mbps vs. 4.69 Mbps), and video start failures (0.82% vs. 2.16%).
• Publishers (e.g., CBS, HBO, Univision):
  • Recorded 137% YoY growth.
  • Improved buffering by 26% and video start time by 16%.

7. Social Media and Engagement

• Social Media Growth:
  • 15% increase in videos posted on Facebook and YouTube.
  • Media saw the largest growth in average total views, up 197% YoY.
  • Entertainment led in views per video, up 99% YoY.
• Engagements:
  • Fell by 16% YoY on Facebook and YouTube.
  • Instagram Stories became a popular marketing tool, with 58% more stories posted and 83% completion rate.

8. Conclusion and Future Outlook

• Streaming continues to grow despite claims of market saturation.
• The focus on viewer experience, ad performance, and data-driven insights is crucial for success.
• Conviva plays a vital role in enabling streaming providers to optimize their services through real-time analytics and quality measurement.
• The industry is evolving rapidly, with increased competition, innovation, and convergence of business models expected in the future.

Summary of Key Metrics

About Conviva

• Conviva is a real-time decisioning platform for optimized streaming media.
• It provides 100 billion streams per year across 3 billion applications.
• Used by 250+ industry leaders globally to improve engagement, quality, and revenue.
• Headquartered in Silicon Valley, California, with a global presence.