Conviva-2018年第三季度流媒体行业现状报告（英文）-2018.12-7页-3mb

Conviva’s State of the Streaming TV Industry - Q3 2018 Summary

Core Content

Conviva released its Q3 2018 report on the state of the streaming TV industry, highlighting key trends and shifts in consumer behavior and streaming quality. The report provides insights into the global streaming landscape, focusing on growth, device usage, and the role of virtual MVPDs (Multichannel Video Programming Distributors) in driving adoption.

Main Trends and Key Findings

• Streaming Growth:
  Global streaming TV consumption grew significantly, with a 52% increase in plays and a 63% increase in viewing hours compared to Q3 2017.

  • Connected TVs emerged as the preferred device, with a 145% increase in plays and 103% increase in viewing hours.
  • PCs saw a decline in consumption, with 18% fewer plays.
  • Mobile viewing continued to rise, but no longer dominated the streaming market.

• Device Performance:
  Connected TVs offer a superior streaming experience, with notable improvements in quality metrics:

  • Buffering declined by 30–70%.
  • Picture quality improved by 14–54%.
  • Video start times and failures decreased by 7% and 33% respectively.
  • Roku maintained the largest market share with 34% of plays and 40% of viewing hours.
  • Amazon Fire TV gained significant traction, increasing its share of plays from 4% to 19% and viewing hours from 3% to 18% over a 12-month period.

• Virtual MVPDs:

  • Virtual MVPDs such as Hulu, Sling, PlayStation Vue saw a 292% increase in plays and 212% increase in viewing hours in the U.S.
  • These services now account for more than 75% of all streaming TV plays and viewing hours in the U.S.
  • Virtual MVPDs offer a better streaming experience than individual publisher apps, with 22% fewer video start failures, 7% shorter wait times, 25% higher picture quality, and 63% less buffering.

• Live Streaming:

  • Live streaming content grew by 49% in plays and 54% in viewing hours year-over-year.
  • The NFL was a major growth driver, with 72% increase in plays and 83% increase in viewing hours in the U.S.
  • Live streams face challenges due to high simultaneous demand, resulting in 10% longer video start times and 72% more exits before video starts.
  • Despite these challenges, live streaming quality improved significantly, with 42% fewer rebuffering events, 26% better picture quality, and 34% fewer video start failures.

• Long-Form VOD:

  • Long-form video on demand (VOD), defined as content longer than 15 minutes, saw the biggest gains, with 111% increase in plays and 93% increase in viewing hours.
  • Long-form content now accounts for over 50% of all global viewing hours, up from 37% and 45% in Q3 2017.
  • This trend supports continued investment in episodic content and movies.

Conclusion

Conviva’s Q3 2018 report underscores the maturation of the streaming TV ecosystem, driven by improved streaming quality, increased content availability, and consumer demand for a more traditional TV experience. Connected TVs and virtual MVPDs are leading the charge, while live streaming and long-form VOD content continue to be significant contributors to growth. The report highlights the importance of delivering high-quality, reliable streaming experiences to retain and grow viewer engagement.

About Conviva

Conviva is a real-time measurement and intelligence platform for streaming TV, with a global footprint of 50 billion streams per year across 3 billion applications and 200 million users. It serves 200+ brands globally, including HBO, Hulu, Sky, Sling TV, Turner, and more. The company is privately held and headquartered in Silicon Valley, California, with offices around the world.