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Q1 | 2019 Convivas State of the Streaming TV Industry | null2019 Conviva. All Rights Reserved | 3 |Convivas Q1 2019 report reveals new insights into market drivers and viewer behavior, as well as confirming trends highlighted in Convivas 2018 Annual State of the Streaming TV Industry Report. Convivas findings show that while adoption of streaming is increasing, so is the complexity of achieving the goal of seamless video delivery at scale. Maintaining a high-quality viewer experience across content and advertising is critical as streaming TV providers look to increase viewer retention and monetization. In addition, social media plays an increasingly important role for promotion and monetization, and as a distribution platform in its own right. Some of the most revealing and surprising insights from Convivas analysis include:Conviva is the real-time decisioning platform for optimized streaming entertainment. More than 250 industry leaders across 5 continents including CBS, DAZN, HBO, Hulu, PlayStationVue, Sky, Sling TV, Turner, and Univision rely on Conviva to maximize their consumer engagement, deliver the quality experiences viewers expect, and drive revenue growth. With a global footprint of 100 billion streams per year across 3 billion applications streaming on devices in 180 countries, Conviva offers streaming providers unmatched scale for continuous video measurement, intelligence, and benchmarking across every second of every stream on every screen.Convivas State of the Streaming TV IndustryMeasuring : Streaming ApplicationsData Events per DayStreams per YearQ1 | 2019 Size and pace of growth are both increasing. Viewership overall is up 72% year-over-year, and the rate of consumption has increased, growing 49% faster in Q1 2019 than in Q1 2018. Content aggregators (virtual MVPDs) like DirecTV Now, Hulu, PlayStation Vue, and Sling saw viewership up 108% year-over-year as compared to 60% growth for other services in the United States. The battle for the TV screen is not over. Amazon Fire TV captured 18.6% share of viewership, up significantly from 11.4% share in Q1 2018 as it gains on Rokus long-standing lead at 42.4% share. Amidst impressive growth, minimizing quality issues remains top of mind for the industry with buffering (when the video pauses during playback so it can reload) seeing the largest improvement, down 34% year-over-year. Up to 47% of streaming ads are failing. As more ad dollars shift to streaming, the cost and viewer engagement risks are huge. As another form of streaming content, the quality of the entire ad experience is paramount to success. Social media is a big opportunity for content distribution and monetization. Increasingly viewers are engaged in real-time for peak events like the Oscars, sports, and politics across multiple channels. Cross-channel visibility and promotion maximizes exposure and engagement for publishers. The highest peak concurrency in Q1 2019, the point at which the maximum number of viewers tune in all at once, came on January 8th UTC. This peak, which was 37.6% higher than the previous years Q1 peak, came as #2 Clemson bested #1 Alabama in the College Football Playoff National Championship.1T 100B3BQ1 | 2019 Convivas State of the Streaming TV Industry | null2019 Conviva. All Rights Reserved | 4 |THE FUTURE OF TV VIEWERSHIPGrowth of Viewing Hours74%55%73%72%US vMVPDsUS PublishersOverall Mobile PC Connected TV108%60%49%FASTERRate ofgrowth isinQ1 2019thanQ1 2018YoY Q1 2018 vs. Q1 2019Overall, streaming viewership was up 72.4% year-over-year in Q1 2019, consistent with past reports and trends weve been tracking for overall growth of the industry. Viewership is not only up year-over-year, but the rate of growth has increased, with viewing hours growing 49% faster in Q1 2019 than in Q1 2018. That doesnt change the fact that the internet wasnt built for video. As streaming TV viewership grows, and devices increase and fragment, the complexity of delivering this massive scale at linear TV quality has intensified. Convivas data is collected using proprietary sensor technology, which is embedded directly within streaming video applications. Conviva analyzes a trillion real-time transactions per day. In this report, the year-over-year data from Q1 2019 as compared to Q1 2018 was normalized based on Convivas customer base.For the first time, this report contains Convivas streaming advertising and social media insights. Data highlights new potential failure points which are critically important as ad dollars move to streaming. Also included are insights into viewer behavior and social platform performance for peak events that drive high-performing campaigns, as streaming TV providers increasingly use social media to engage customers through both short-form and full-length content distribution. These new sources of data provide a more complete view across the streaming TV ecosystem. PEAKS AND VALLEYSPeak concurrency, the point at which the maximum number of viewers tune in all at once, also increased with the highest peak in Q1 2019 37.6% higher than the previous years peak. Interestingly, despite major events including the Super Bowl and March Madness, this years Q1 peak was reached on January 8th, during the College Football Playoff National Championship as Clemson took on Alabama. Even more impressive than that single peak, the average daily peak was 76.1% higher than the same period last year, which illustrates that concurrent demand peaks are consistently higher. Notably, while this puts a significant strain on delivery services, quality metrics have continued to improve during this time period. This indicates that streaming TV providers and the industry ecosystem are keeping up with demand, even during the highest volume periods.oY Q1 2018 vs. Q1 2019Q1 | 2019 Convivas State of the Streaming TV Industry | null2019 Conviva. All Rights Reserved | 5 |CONTINGENT ON QUALITYThere are literally millions of potential issue combinations that can impact the quality of the viewers experience and require continued industry-wide infrastructure improvements. However, amidst skyrocketing demand, streaming providers have consistently delivered increasingly strong overall quality. Among the quality metrics streaming TV providers and consumers care about most, buffering (when the video pauses during playback so it can reload) saw the largest improvement, down 33.9% year-over-year to 0.50%. Picture quality, as measured by bitrate, was also drastically improved 17.4% to 4.7 Mbps in Q1 2019. The rate of failures and start time both improved in Q1 2019 with 1.57% of videos failing to start representing an improvement of 34.8%, while time for the video to start decreased 7.8% to 4.2 seconds. Conviva has been measuring the quality trend for more than a decade, and it is clear consumers have become increasingly sophisticated and impatient. With billions of eyeballs up for grabs, improving viewer experience will continue to be critically important.ASCENT OF AGGREGATED CONTENT PROVIDERS Growth among virtual multichannel video programming distributors (virtual MVPDs) like DirecTV Now, Hulu, PlayStation Vue, and Sling continues to outpace the field, with viewership up 107.7% as compared to 59.6% growth for other services in United States. Virtual MVPDs also continue to best other services in terms of quality, although the gap is closing slightly. Other services in the United States made significant improvements in video start time from 5.95 seconds in Q1 2018 to 4.28 seconds in Q1 2019 - in line with virtual MVPDs at 4.21 seconds. Nevertheless, virtual MVPDs continue to outperform other services when looking at other quality metrics including buffering at 0.26% as compared to 0.70%, picture quality 5.1 Mbps as compared to 4.5 Mbps, and video start failures at 0.68% as compared to 1.88%. It is interesting to note that virtual MVPDs focus on distributing content via connected TV with many offering free or discounted connected TV devices as part of their promotional offers. As would be expected, consumption for virtual MVPDs over-indexes on connected TV devices at 73.0% of all viewership as compared to 43.1% for other services in Q1 2019. While connected TV generally outperforms mobile and PC in terms of quality delivered, virtual MVPDs still outperformed other services even accounting for the additional viewership via virtual MVPDs on connected TV. However, encouraging viewership on connected TV devices through promotions or further investment in connected TV applications may be beneficial for other streaming services as they focus on improving the viewers experience.Global QualityVideo StartFailures35%Fewer17%BetterPictureQuality8%FasterStartTimeYoY Q1 2018 vs. Q1 2019 BufferingRate34%ImprovedGlobal QualityVideo StartFailures35%Fewer17%BetterPictureQuality8%FasterStartTimeYoY Q1 2018 vs. Q1 2019 BufferingRate34%ImprovedvMVPDPUBLISHER0.26%0.7%5.1 Mbps4.5 Mbps0.68%1.88%Buffering RateQ1 2019Picture Quality (Bitrate)Video Start Failures vs.Q1 | 2019 Convivas State of the Streaming TV Industry | null2019 Conviva. All Rights Reserved | 6 |IF AN AD DOESNT PLAY PROPERLY, ITS GAME OVERIn the world of streaming, ads are just another form of content that depends heavily on user experience quality for its success. Before publishers and brands worry about ad effectiveness and inventory monetization, data shows that the first order of business is to ensure ads are delivered at the broadcast-level quality viewers expect. While much media attention has been placed on the fact that streaming can offer increased personalization through addressable ads (when different viewers see different ads while watching the same program), the industry is getting ahead of itself trying to treat streaming advertising like traditional advertising.Looking at ad quality, Conviva identified 11 ad failure points across the ad delivery chain. Some examples include up to 6 second delays caused by wrapper ads, up to 8% failure from incorrect ad media rendition, up to 12% empty ad response, and up to 7% VPAID errors. As advertisers begin to dig into what defines quality of ads, there are granular, time-based quality measurement metrics unique to streaming ads necessary to capture the extent of start failures and delays, buffering, and playback errors. Taking the cumulative impact of all of these factors into account, Conviva determined up to 47% of ad attempts, across ad request, decisioning and selection, ad creative delivery, and creative playback may not make it to the viewers screens as intended. THE EFFECT OF POOR QUALITY ON VIEWER ENGAGEMENTQuality of the experience and viewer retention are linked. Buffering and delays are some of the most irksome quality issues for consumers. Buffering heavily impacts the bottom line as viewers increasingly check out as buffering increases. Its no wonder that streaming TV providers have focused on improving this quality metric, which is down nearly 34% year-over-year. Even a small improvement can mean a significant increase in play duration. Similar to the known trend of users abandoning content due to quality issues, after just a five second delay in ad playback, 13.6% of the audience stops watching. In addition to streaming TV providers and advertisers missing out on exposure of that ad when the viewer abandons, the effect is amplified across subsequent ad breaks which the viewer will never see. While there is significant potential in streaming TV for personalization with addressable ads, the fundamentals have frequently been ignored. AD DELAYS CAUSE 13.6%CONTENT ABANDONMENTAD DELAYS CAUSE 13.6%CONTENT ABANDONMENTAs the viewer experience improves, engagementand therefore revenue increases.The Effect of Buffering on EngagementBuffering has consistently improved, with 34% less year-over-year in Q10-0.40.4-0.60.6-0.80.8-11-22-33-44-55-1010-5050-10029.826.223.621.418.919.111.39.87.64.20.7REBUFFERING RATIO (%)PLAY DURATION/ENGAGEMENT (MINUTES)Q1 2018 .75%Q1 2019 .50%Q1 | 2019 Convivas State of the Streaming TV Industry | null2019 Conviva. All Rights Reserved | 7 |Streaming viewership is up across the board. Consumption on connected TV devices continues to grow the fastest of any device at 74.3% year-over-year to account for 56.1% of all viewership in Q1 2019. Connected TVs also delivered the biggest improvements in quality with 60.1% less buffering, 20.6% better picture quality, and 42.7% less video start failures year-over-year. Among mobile devices, up 72.5% in Q1 2019 as compared to the same period the previous year, Android saw the biggest growth at 92.2%. For iOS devices, iPhone was up 59.8% and even iPads saw an increase of 33.1% year-over-year. Despite the significant growth, mobile has merely maintained their share from the year previous with 23% of all viewership. Mobile also saw modest quality improvements with buffering down 12.1%, picture quality improving 7.5%, and 21.6% fewer video start failures year-over-year. PCs continue to lag, growing 54.5% overall, but losing share from 15.5% a year ago to 13.9% in Q1 2019. In quality they are also lagging but saw 18.5% less buffering, 19.3% improvement in picture quality, and 48.3% less video start failures year-over-year.TVs TRIUMPH56%23%7%MobileConnected TVOthers14%PC10%5%19%6%7%42%10%1%BUFFERINGIMPROVEMENTBITRATEIMPROVEMENT60%21%8%12%19%19%SHARE OF VIEWING HOURSBY DEVICEOtherTVsby Deviceby DeviceYoY Q1 2018 vs. Q1 2019MobilePCConnected TVOthersAd-supported services, which continue to see an exponential increase in streaming content consumption, are geared up for advertisers to follow suit and make their own shifts to streaming. Subscription-only offerings have become less common as a number of the industrys leading streaming TV providers have adopted hybrid business models with tiered pricing including both subscription-based, premium ad-free content and free ad-supported options. With ad-supported content used as a funnel to lead customer acquisition, this entry point becomes crucial. The continued testing of different models we see throughout the industry is indicative of the complexity of the market, with the winning strategy still up for grabs. Weve seen that the leaders consistently have a focus on extensive intelligence for both their subscription and ad-based offerings to optimize the customer experience and maximize return on investment. In the coming year, as competition mounts and consumer dollars are increasingly spread thin across platforms, quality of the entire viewing experience will be an important factor in retaining and monetizing viewers.Q1 | 2019 Convivas State of the Streaming TV Industry | null2019 Conviva. All Rights Reserved | 8 |BATTLE FOR THE TVRoku maintains its lead among connected TV devices with 42.4% of all connected TV viewership in Q1 2019, only a slight increase from the 40.9% commanded durin
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