In its 2023 Video Streaming Industry Report, video streaming analytics company NPAW has revealed audiences are still engaged with TV.
In what the report describes as the second semester of the year, the upward trend in daily user engagement for VoD and linear TV grew 4 per cent and 3 per cent respectively.
Following two years of declines, the amount of time the average user spends watching content per day increased globally in 2023 by 12 per cent for VoD and 4 per cent for linear TV content, said the report. This pivot might signal an increase in consumption or a shift in the consumers’ attention toward a more selective number of platforms, it added.
Episodic content continued to dominate as the primary type of VoD content, capturing 67 per cent of the total global playtime, while films saw a slight increase, accounting for 26 per cent of all VoD minutes streamed in 2023.
Last year also saw significant improvements in Quality of Experience globally with a decrease of 38 per cent in the buffering ratio.
“These findings underscore a significant year of renewal and growth for the streaming sector,” said Ferran G. Vilaró, CEO and co-founder of NPAW. “The increase of up to 12 per cent in daily playtime per user, coupled with tangible improvements in the Quality of Experience, highlights how the industry is consolidating and evolving to meet and exceed viewer expectations.
“As providers navigate this journey of optimisation, leveraging deep end-user behavior and experience data will be crucial in capturing the attention and loyalty of consumers.”
