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Viewers keep on streaming according to Conviva

As streaming viewership continues to rapidly grow, more than half of viewers are watching on TV

The amount of viewers watching entertainment content via streaming has increased by 72 per cent year-on-year according to Conviva’s State of the Streaming TV Industry report covering the first quarter of 2019.

The report revealed that what it terms streaming entertainment viewership grew 72 per cent year-over-year, and the rate of consumption growth increased by 49 per cent. While this growth of streaming includes mobile devices (73 per cent growth) and PCs (55 per cent growth), it is connected TVs that are having the biggest impact.

Connected TV viewership growth came in at 74 per cent, while in terms of hours spent viewing streaming content, TVs were the top choice at 56 per cent. Among available connected TV devices, Roku maintained its lead share of the market at 42.4 per cent, but there was strong growth with Amazon Fire TV, which grew from 11.4 per cent in Q1 2018 to an 18.6 per cent share in the new report.

Not all of the findings were positive. Up to 47 per cent of streaming TV ads are failing according to Conviva, carrying a high cost and impact on engagement.

“There’s no surprise that the streaming TV market is expanding significantly,” said Bill Demas, CEO of Conviva. “Maintaining a high-quality viewer experience tightly across content and advertising is increasingly important as streaming providers look to increase viewer engagement and monetisation. The battle for streaming market share is a fast-growing pie and service must deliver an experience comparable to linear TV to fulfil viewer expectations.”

The findings of the report were based on an analysis of a trillion real-time transactions per day via three billion applications streaming on devices in 180 countries.

Conviva’s report can be found here.