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Conviva: Europe sees 122 per cent streaming growth year-on-year

Latest report also finds viewers are turning to connected TV devices and smart TVs to watch content

Streaming viewing time worldwide grew by 36 per cent during the first quarter of 2021, according to new research by Conviva.

While North America, the world’s biggest streaming market, saw an 18 per cent year-over-year growth in streaming viewing, the true streaming explosion occurred internationally, with South America (240 per cent), Africa (149 per cent) and Europe (122 per cent) experiencing triple-digit streaming growth.

The company’s quarterly State of Streaming Report also found viewers are switching to connected TV devices, smart TVs and gaming consoles, as evidenced in big screens commanding 73 per cent share of Q1 streaming viewing globally.

The first quarter of 2021 also saw a post-pandemic resurgence of streaming ads, with ad attempts growing 4 per cent, ad impressions jumping 13 per cent and missed ad opportunities falling 16 per cent quarter over quarter.

“In every region in the world, streaming viewership is growing, representing a global shift in the way people consume content,” said Bill Demas, CEO, Conviva. “This rapidly expanding international audience has created an enormous opportunity for content developers, device manufacturers and advertisers to engage new audiences as the brands and publishers who understand exactly how, when and where people are streaming, will inevitably triumph.”