2018年Q3流媒体电视行业现状（英文版）_6页_3mb

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

Core Content

Conviva released its Q3 2018 report on the streaming TV industry, highlighting significant growth and changes in viewer behavior. The report underscores the increasing demand for high-quality streaming experiences and the shift in consumer preferences towards connected TVs and virtual MVPDs (Multi-System Operators). Conviva's data is collected from a vast network of 3 billion streaming applications and 200 million users, measuring over 1 trillion data events daily.

Key Shifts in Streaming TV Consumption

• Global Streaming Growth: Streaming TV consumption continued to grow at a rapid pace, with a 52% increase in plays and a 63% increase in viewing hours year-over-year.
• Connected TVs Rise: Connected TVs saw the most significant growth, with 145% increase in plays and 103% increase in viewing hours, outpacing mobile and PC usage.
  • Connected TVs now account for 38% of plays and 56% of viewing hours, surpassing mobile devices.
  • PC usage declined by 18%, as viewers moved to higher-quality alternatives.
• Quality Improvements: Video quality improved across all metrics:
  • Picture quality up by 25%
  • Video start failures down by 33%
  • Video start times reduced by 7%
• Long-form VOD Dominance: Long-form video on demand (VOD) content 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 time.
  • This trend aligns with the rise of connected TVs, which offer a better experience for long-form content.

Virtual MVPDs and Viewer Engagement

• Virtual MVPDs such as Hulu, Sling, and PlayStation Vue have seen 292% increase in plays and 212% increase in viewing hours in the US over the past year.
• Virtual MVPDs now account for over 75% of all streaming TV plays and viewing hours in the US.
• Engagement Metrics:
  • 40% more viewing time per play compared to publisher apps.
  • 22% fewer video start failures
  • 7% shorter video start times
  • 25% higher picture quality
  • 63% less buffering

Live Streaming Trends

• Live streaming adoption increased by 49% in plays and 54% in viewing hours year-over-year.
• NFL streaming was a major growth driver, with:
  • 72% increase in plays
  • 83% increase in viewing hours
• World Cup also contributed to a 10% increase in traffic during its weeks of play.
• Live streaming challenges:
  • 10% longer video start times
  • 72% more exits before video starts
  • 42% improvement in rebuffering ratio
  • 26% better picture quality
  • 34% fewer video start failures

Overall Industry Outlook

• The streaming TV industry continues to mature, with a focus on quality and content breadth.
• Connected TVs are becoming the preferred platform for viewers, especially due to their superior streaming quality.
• Virtual MVPDs are reshaping the market by offering bundled services that mimic traditional TV while providing a wider content selection.
• Long-form VOD content is gaining traction, supporting continued investment in episodic content and movies.

About Conviva

Conviva is a real-time measurement and intelligence platform for streaming TV, serving over 200 brands globally, including HBO, Hulu, Sky, and Sling TV. It measures 50 billion streams annually across 3 billion applications and 200 million users. Conviva's data is collected through proprietary sensor technology, providing deep insights into consumer streaming experiences.