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Conviva: European streaming adoption outpaces rest of world

Southern and Western Europe saw growth of 44 per cent and 34 per cent, respectively in Q4 2021

Europeans’ love of streaming continues to outpace the rest of the world according to new figures from Conviva.

The company’s Q4 2021 State of Streaming: Europe report reveals Europe as a whole experienced a 20 per cent increase in streaming viewership, with Southern and Western Europe saw roughly double that growth with 44 per cent and 34 per cent, respectively.

In contrast, the global streaming market which grew just 7 per cent in Q4 2021 compared to the same quarter in 2020.

However, Europeans are having to wait longer for their content to start streaming, which increased by 13 per cent in Q4 2021.

Conviva’s report also reveals how Europe’s device preferences differed from the rest of the world in Q4. In Europe, big screens (connected TVs, smart TVs and gaming consoles) accounted for 68 per cent of viewing time. Roku, which has 31.8 per cent global share, earned just 5 per cent of Europe’s big screen viewing time.

“Like many other regions, Europe is not only holding onto the significant increase in streaming adoption it saw during the pandemic, but also continues to experience quarter-over-quarter growth as the pandemic begins to fade,” said Keith Zubchevich, president & CEO, Conviva.

“As the streaming market in Europe matures and viewers have more content choices, more freedom to decide how to view that content across various devices, and more options between paid or ad-supported channels, the need for continuous measurement and accurate engagement data is imperative.”