Published November 2nd, 2018
Research by Conviva has revealed what the company calls ‘staggering’ growth in global
According to the Conviva State of the Streaming TV Industry Report for Q3 2018, viewers
are increasingly demanding a seamless streaming experience, and publishers are rising to
the challenge to deliver higher overall quality of experience. It showed that there has been
a 52% jump in plays and 63% growth in total viewing hours recorded year-over-year
(YoY), including a major increase in traffic during the World Cup football tournament.
As viewers become more demanding, they were less tolerant of a poor experience, and
were seen to be shifting to platforms and devices that offer a better experience, trading PC
viewing in favor of connected TVs and individual publisher apps for virtual multichannel
video programming distributor (MVPDs) with bundled offerings. Virtual MVPDs are
becoming more attractive, with 292% more plays and 212% more viewing hours YoY in
the U.S., drawing significant share away from publisher apps by offering bundled content
with better quality delivery, resulting in higher engagement.
The measurement shows that connected TVs now form more than 50% of global viewing
and virtual MVPDs make up 75% of all US viewing. mobile growth has slowed in favor of
connected TVs, which experienced a 145% growth in plays and a 103% growth in viewing
The report also showed that live sports streaming has surged, as viewer confidence in
streaming TV grows and providers deliver improved quality. NFL streaming in September
alone accounted for roughly 3% of total streaming plays and viewing hours in the US, as
more fans than ever elected to stream NFL games.
Download the full report here
Feb 21, 2018
Jul 01, 2015
Mar 27, 2017
Total TV usage was down 4.2% on a total day basis for 18-49 viewers, with English-language broadcast networks losing 10.3%, according to Pivotal Research Group.
Ad-supported cable networks accounted for a 40.7% share (down from 43.3 a year ago); English broadcast network usage now accounts for 19% (versus 20.4% a year ago); and video game console usage, 9.2% share (8.7% in February 2016).
National TV commercial (C3) impressions among 18-49 dropped 7.2%, with prime time down 4.8%.
Pivotal says total national TV advertising loads in minutes per hour were up to 10.8 from 10.6. Viacom networks commands the largest 18-49 C3 commercial share -- at 15.3%. NBC Universal is next at 13.6%; Time Warner, 12.2%; 21st Century Fox, 10.5%; Disney-ABC Television, 8.6%; Discovery Communications, 6.8%; Scripps Networks Interactive, 5.4%; CBS, 5.3%; and AMC Networks, 4.0%.