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2018 Convia. All Rights Reserved Convias Al-Scren Streaming TV Census Report Q1 2018 MEASURING THE QUANTITY AND QUALITY OF STREAMING VIDEO 2018 Convia. All Rights Reserved Convivas All-Screen Streaming TV Census Report Q1 2018 Measuring the Quantity and Quality of Streaming Video Convia provides measurement and analytics services for many of the worlds largest OT publishers. For exaple, in North America, Convia measures four out of the top five vMVPDs, and five out of the top 10 SVOD providers (as listed by Parks Associates 2017). On an anualized basis, the Conviva sensor is instaled in close to 3B devices for over 20 global OT publisher-branded applications. This represents the largest multi-publisher, independent census data colection and measurement network in the world. The data in this report is a fuly anonymized census measuring every second of every stream from Convivas customer base betwen January 1 and March 31 (Q1 2018), compared to the data from the sae time period, Q1 2017. The data captured covers QUANTITIES like number of streams played, viewing hours, devices, and regions, as wel as QUALITY metrics like video start time, bufering time, and bit rate. These metrics are the key KPIs for the worlds largest OT publishers loking to deliver perfect streaming experiences for their viewers. The content Convia measures includes movies, episodic TV shows, live linear television, and live sports. In Q1 2018, Conviva saw 3.4 streaming video aps per household on average. On each of those apps, the viewing time averaged 20 minutes per stream. This equated to a 48% average completion rate in Q1 2018. PART I: QUANTITY The primary metrics OTT publishers use to measure the growth of their audience and busines include: - Total Unique Devices: The number of publisher-branded applications found acros unique devices. This is a measure of the unique audience size. - Peak Concurent Plays: The peak number of simultaneous plays at any given second. This is a real-time measure of the audience scale (concurency). - Plays: The total number of times a viewer sucessfuly starts a video stream. - Viewing Hours: The total nuber of hours of video content streamed from al plays. This measure is most indicative of the size of the streaming market. From Q1 2017 to Q1 2018, viewing hours increased by 114% an impresive increase than was noted in Convias 2017 annual report comparing 2016 to 2017. This indicates market growth, as represented by Convias publisher base, is acelrating. Whats more, the increase in peak concurent plays is also notable, showing 70% growth from the sae time period last year. This indicates more and more people are streaming at the exact same time, creating reat load on METRIC Q1 2017 Q1 2018 % IncreaseTotal Unique Devices 721,000,000 765,000,000 6%Peak Concurrent Plays 3,224,521 5,489,160 70%Plays 7,332,778,729 14,519,886,909 98%Viewing Hours 2,240,000,000 4,793,968,197 114%QUANTITY OVERVIEW2018 Convia. All Rights Reserved each publishers infrastructure and forcing the video delivery ecosystem to continue to invest in these improvements. The folowing graphs show the day-to-day variation in plays, viewing hours, and peak concurent plays during Q1 2018. There is a visible corelation betwen plays and viewing hours, peaking every Sunday throughout the quarter. Not surprisingly, the highest peak during the quarter, as shown in the peak concurent plays chart below, occured on February 5, 2018 the Super Bowl. Convias customer base spans the globe and represents some of the worlds largest OT publishers. Miroring most other industry reports, Convivas data aligns with findings that North America is the largest and fastest growing market, showing quarter-on-quarter growth of over 170% in both plays and viewing hours. Another region of note is Europe and its growth of over 50% acros both plays and viewing hours. More and more content is being consumed on mobile devices and internet-conected TVs, as witnesed by the year-over-year growth of in-app viewing versus browser-based viewing. Convias publisher data suports what the company is caling the appification of TV, and found -50,000,000100,000,000150,000,000200,000,000250,000,0001-Jan3-Jan5-Jan7-Jan9-Jan11-Jan13-Jan15-Jan17-Jan19-Jan21-Jan23-Jan25-Jan27-Jan29-Jan31-Jan2-Feb4-Feb6-Feb8-Feb10-Feb12-Feb14-Feb16-Feb18-Feb20-Feb22-Feb24-Feb26-Feb28-Feb2-Mar4-Mar6-Mar8-Mar10-Mar12-Mar14-Mar16-Mar18-Mar20-Mar22-Mar24-Mar26-Mar28-Mar30-MarPlays per Day | Q1 2018-10,000,00020,000,00030,000,00040,000,00050,000,00060,000,00070,000,0001-Jan3-Jan5-Jan7-Jan9-Jan11-Jan13-Jan15-Jan17-Jan19-Jan21-Jan23-Jan25-Jan27-Jan29-Jan31-Jan2-Feb4-Feb6-Feb8-Feb10-Feb12-Feb14-Feb16-Feb18-Feb20-Feb22-Feb24-Feb26-Feb28-Feb2-Mar4-Mar6-Mar8-Mar10-Mar12-Mar14-Mar16-Mar18-Mar20-Mar22-Mar24-Mar26-Mar28-Mar30-MarViewing Hours per Day | Q1 2018-1,000,0002,000,0003,000,0004,000,0005,000,0006,000,0001-Jan3-Jan5-Jan7-Jan9-Jan11-Jan13-Jan15-Jan17-Jan19-Jan21-Jan23-Jan25-Jan27-Jan29-Jan31-Jan2-Feb4-Feb6-Feb8-Feb10-Feb12-Feb14-Feb16-Feb18-Feb20-Feb22-Feb24-Feb26-Feb28-Feb2-Mar4-Mar6-Mar8-Mar10-Mar12-Mar14-Mar16-Mar18-Mar20-Mar22-Mar24-Mar26-Mar28-Mar30-MarPeak Concurrent Plays per Day | Q1 2018Q/Q % GROWTH Q1 2018 % of TOTAL Q/Q % GROWTH Q1 2018 % of TOTALNorth America 176% 64% 174% 68%Asia 22% 18% 33% 12%Europe 52% 16% 55% 19%RoW 33% 2% 88% 1%VIEWING HOURSPLAYSCONTINENTS2018 Convia. All Rights Reserved that ap-based plays grew four times faster than browser-based viewing on personal computers. The number of viewing hours via apps has grown 136% since last year, as noted in the chart below. One of the most complex yet interesting isues arising in the next generation of TV is the variety of devices viewers can use to stream video anytime, anywhere. Conviva clasifies devices into thre main scren types: mobile (smartphone & tablet), desktop computers, and TVs. The charts below show that desktop in-browser video consumption, while modestly growing quarter-over-quarter, is still losing share to the ap-based platfors acros mobile devices and conected TVs. In the batle betwen Android and iOS, Android is taking an astounding lead in both plays (168%) and viewing hours (243%). Conected TV devices include smart TVs, gaming consoles, and set-top-boxes (STBs) such as Apple TV. Acros Convias publisher network, Apple TV saw a stagering 709% growth rate in viewing hours, outpacing al others by almost 2x. During the same period, while total viewing hours on Roku devices saw a rise of 87%, its overal share of total viewing hours droped by 3%. Q/Q % GROWTH Q1 2018 % of total Plays Q/Q % GROWTH Q1 2018 % of total VHAPP 167% 67% 136% 73%BROWSER 46% 33% 71% 27%PLAYS VIEWING HOURSAPP vs. BROWSERPlays % of Total Plays % of TotalAndroid 1,213,837,461 17.3% 3,256,104,286 22.6% 168%iOS 1,169,537,377 16.7% 2,780,395,254 19.3% 138%Desktop Mac, Chrome, Windows 3,204,664,843 45.7% 3,333,978,180 23.1% 4%AppleTV 166,460,729 2.4% 539,536,700 3.7% 224%Chromecast 106,560,388 1.5% 241,289,015 1.7% 126%FireTV 88,068,517 1.3% 613,511,958 4.3% 597%Other TV 68,291,482 1.0% 238,789,749 1.7% 250%PlayStation 201,114,964 2.9% 862,934,910 6.0% 329%Roku 648,210,403 9.2% 1,677,906,677 11.6% 159%Samsung 35,044,987 0.5% 190,066,969 1.3% 442%Xbox 112,526,055 1.6% 675,183,948 4.7% 500%Smartphone/TabletTVSCREEN TYPEQ1 2017 Q1 2018DEVICE TYPEDEVICE PLAYSQ/Q % GROWTHViewing Hours % of Total Viewing Hours % of TotalAndroid 229,192,309 10.2% 786,215,929 16.5% 243%iOS 298,682,050 13.3% 538,186,350 11.3% 80%Desktop Mac, Chrome, Windows 674,363,352 30.1% 832,715,320 17.5% 23%AppleTV 31,649,880 1.4% 255,931,245 5.4% 709%Chromecast 83,684,437 3.7% 118,223,481 2.5% 41%FireTV 52,996,887 2.4% 270,729,851 5.7% 411%Other TV 38,668,696 1.7% 96,961,338 2.0% 151%PlayStation 137,879,529 6.2% 378,828,822 8.0% 175%Roku 588,697,281 26.3% 1,100,072,131 23.1% 87%Samsung 23,523,846 1.1% 87,188,441 1.8% 271%Xbox 80,661,735 3.6% 289,376,165 6.1% 259%TVSmartphone/TabletSCREEN TYPEDEVICE VIEWING HOURSQ1 2017 Q1 2018DEVICE TYPEQ/Q % GROWTH2018 Convia. All Rights Reserved PART I: QUALITY The five global quality of experience (QoE) metrics that OTT publishers monitor closely and set KPIs against to drive the most increased engagement and subscriber retention include: - Video Start Failure (VSF): The percentage of video plays that fail to start after the viewer clicks play. - Exits Before Video Start (EBVS): The percentage of video plays that a viewer voluntarily exits before the video starts to play. - Video Start Time (VST): The number of seconds it takes from when the viewer clicks play to when the first frame apears. - Rebufering Ratio: The percentage of time the video stream is interupted and freezes versus the percentage of time the video plays eror-fre. Rebufering is also known as “the spining wheel of death”. - Bit Rate: The picture quality of the video stream as measured in megabits per second. In Q1 2018, al five QoE metrics improved quarter-on-quarter indicating that publishers and the video delivery ecosyste continue to improve both their viewers quality of experience as wel as their ability to stream video over the internet. An impresive improvement to note was the drop-in videos that failed to start Conviva saw a 60% reduction in VSFs in Q1 2018. Of the 16.9B total plays sen in Q1 2018, 14% of them were lost due to videos failing to start and exits before the video even started. This resulted in 2.4B lost plays and 800M lost viewing hours. While 2.4B lost plays is a large number, it has actualy improved in North America by 56% (VSF) and 21% (EBVS). Asia saw similar improvements, while Europe is laging behind by almost 50%. The other thre key QoE metrics Video Start Time, Rebufering Ratio, Bit Rate showed varied improvements by region. Video start time improved significantly in Asia (29%) but stayed METRIC Q1 2017 Q1 2018 % ImprovementVideo Start Failure 5.89% 2.34% 60%Exits Before Video Start 15.36% 11.54% 25%Video Start Time (sec) 5.30 4.53 15%Rebuffering Ratio 1.01% 0.88% 13%Bit Rate (Mbps) 3.04 3.92 29%QUALITY OVERVIEWQ1 2017 Q1 2018 Q/Q % Q1 2017 Q1 2018 Q/Q %North America 3.27 1.44 -56% 14.52 11.47 -21%Asia 11.62 5.58 -52% 16.47 11.73 -29%Europe 2.76 2.07 -25% 12.36 10.67 -14%Exits Before Video Starts (EBVS)Video Start Failures (VSF)CONTINENTSPlays86%VSF3%EBVS11%16.9B Total Plays Q1 20182018 Convia. All Rights Reserved relatively flat in North America (-1%). The oposite was true for rebufering ratio showing a 20% decline in the amount of time the video bufered in North America, but a 29% increase in video bufering time in Asia. Both North America and Europe improved their average bit rate by over 10%. Rebufering ratio is the percentage of time a viewer spends waiting versus watching video content. Convia has found it is one of the most important indicators as to how long a viewer wil stay engaged. In Q1 2018, the average rebufering ratio was 0.88%. As sen in the chart below, this resulted in an average engagement of roughly 27 minutes per stream. Convivas data from Q1 2018 found that when rebufering is betwen 0.2%-0.4%, engagement increases by approximately 12 minutes. With 14.5B plays sen in Q1 2018, that results in an astounding 2.9B viewing hours lost to bufering. This quantifies the lack of tolerance todays viewers have when it comes to “the spining whel of death” and its direct impact on publisher revenue. In conclusion, the state of the OTT market and the quality of streaming video continues to improve, and Convias continuous measurement, all-screen census provides a birds eye view to this dynamic and ever-expanding next generation of TV. The 114% increase in viewing hours in Q1 2018 to nearly 5B viewing hours per quarter demonstrates the increasing popularity of consuming video over the internet. App-based viewing on mobile devices and conected TVs continues to drive the majority of this increase. Particularly noteworthy, Android outpaced iOS on mobile devices, and Aple TV experienced extraordinary growth quarter-on-quarter. As it relates to quality of experience, both publishers and the video delivery ecosystem are improving the viewer experience acros al key performance metrics. Overal, the numbers in this report prove streaming video over the internet is the next generation of TV and is already here. 0510152025303540450-0.2 0.2-0.4 0.4-0.6 0.6-0.8 0.8-1 1-2 2-3 3-4 4-5 5-10 10-50 50-100Engagement(min)Rebuffering Ratio (%)Correlation of Rebuffering to EngagementQ1 2017 Q1 2018 Q/Q % Q1 2017 Q1 2018 Q/Q % Q1 2017 Q1 2018 Q/Q %North America 4.86 4.91 1% 0.96% 0.77% -20% 3.53 4.37 19%Asia 4.25 3.00 -29% 1.34% 1.73% 29% 1.73 1.55 -11%Europe 5.12 4.30 -16% 0.71% 0.64% -10% 3.07 3.45 11%Rebuffering Ratio Average Bit Rate (Mbps)Video Start Time (sec)CONTINENTS
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