September 11, 2022
In the second quarter ended June 30, Roku continued to rank first among large-screen streaming video devices (connected TVs, smart TVs, and game consoles), generating approximately 30.5% of watch time, down less than 1% compared to the second quarter of 2021, according to new data from Conviva.
Amazon Fire TV rounded out the No. 2 streaming device with 16% big screen viewing time. Samsung TV (13.7%), Android TV (7.8%) and LG TV (7.3%) round out the top five devices for big screen viewing time. Google Chromecast, Xbox and PlayStation all saw share declines compared to the previous year.
The data analyzed for the State of Streaming report for the second quarter of 2022 was collected primarily through Conviva’s proprietary sensor technology. Currently embedded in 3.3 billion streaming video applications, it measures more than 500 million unique viewers who watch 180 billion streams per year and nearly 2 trillion real-time transactions per day in more than 180 countries.
The report shows continued growth in the global streaming market, including gains of (14%) in the second quarter of 2022 compared to the second quarter of 2021. Asia and Latin America saw the most growth – 90% and 70% respectively. – while North America is the most mature streaming market in the world, it also grew 5% year over year.
Subscribe HERE to the FREE Media Play News Daily Newsletter!
As the global streaming industry matures, the success of streaming becomes more complicated. Device fragmentation is on the rise and, according to the report, viewer quality expectations continue to rise in tandem with an ad-supported streaming world. Streaming publishers are challenged to provide a consistent and positive experience. Whether in Africa with an Android phone or in Texas on a Smart TV – viewers expect a quality picture, instant access to content and zero glitches.
“The race has begun to see which publishers will meet these expectations, including “providing the best experience when it matters most,” Conviva CEO Keith Zubchevich said in a statement. quickly overshadow competition. Most importantly, those who make it a priority to gain actionable insights in real-time about their customers’ (real-world experiences) will undoubtedly separate the leaders from the pack.
Conviva found that the bitrate increased globally in Q2 2022 for all screen types and devices, but often at the expense of other quality metrics. Smart TVs, for example, saw the largest increase in bitrate of all screen types, up 15.1% year-over-year. However, to provide this more high-definition experience, Smart TVs saw noticeable increases in video launch errors, video launch time, and buffering. Conversely, PlayStation and Roku were the only large-screen devices to both shorten video start times (10.7% and 12%), respectively, and increase bitrates (4.6% and 12.9%, respectively).
To date, the iPhone has been the main mobile streaming device, especially in North America. The gap closed in the second quarter of 2022, with iPhone and Android phones capturing nearly identical global market share, 35.8% versus 33.2%, respectively. Additionally, Android phones outperformed iPhone by 10% in YoY growth in streaming watch hours. In Apple’s favor is the quality – as the iPhone currently beats Android phones in every quality category. As streaming publishers expand into newer, less mature streaming markets outside of North America, optimizing the streaming experience for the Android mobile device market will become increasingly important.
0 Comments