2020年Q2流媒體報告：疫情影響之下流媒體新見解- Conviva（英文版）（16頁）.pdf

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1、1 Convivas State of Streaming Q2 2020 | Copyright 2020 Conviva. All rights reserved. 2020 Convivas State of Streaming Q2 2 Convivas State of Streaming Q2 2020 | Copyright 2020 Conviva. All rights reserved. There is nary an industry that has not seen the all-encompassing impact of COVID-19. Streaming

2、 and social media among them. Both have experienced colossal peaks and treacherous valleys in the first half of 2020. The year has also been marked by significant decline in global advertising demand, the ascendance of smart TVs, the continued market share dominance of connected TV devices like Roku

3、 and Fire TV, and the changing ways viewers are connecting with social platforms. In addition, new areas explored in this report include a six-month view of growth in time spent streaming as impacted by COVID-19, expanded regional benchmarks including South America, YouTube device viewership breakdo

4、wn, and how professional sports teams are socializing sports with no sports. Highlights include: Global time spent streaming surged 63% year over year as April posted a banner month, up 81%, while May and June clocked more modest increases of 58% and 49% respectively as national shelter-in-place man

5、dates relaxed. Global ad demand was heavily impacted by the COVID-19 pandemic, particularly with the lack of live sports, which caused ad attempts to plummet 28% in a single quarter, comparing Q2 to Q1 2020. The United States fared slightly better, but advertising still dipped 22% over the same time

6、 period in that region. The smart TV category enjoyed a 239% surge in viewing time as more viewers were watching natively within their smart TVs. In turn, global share of smart TV viewing more than doubled, from 7% in Q2 2019 to 15% in Q2 2020. Connected TV devices, headlined by Roku, Amazon Fire TV

7、, Apple TV, and Chromecast, dominated streaming viewership with a 61% spike to maintain nearly 50% share of global viewing time in Q2. The leaders in the category, Roku and Fire TV, remained neck and neck in growth, each up 63%, with 49% and 29% respective share of the category. Television now accou

8、nts for more than a quarter of all viewing time on YouTube. While mobile YouTube viewing remains robust with 59% share, the draw of the big screen led viewing on connected TVs and consoles to grow to 27% share in Q2 2020 from 16% the prior Q2, a 69% increase. European professional sports played much

9、 better than their North American counterparts in the first half of 2020. As sports returned to Europe, social engagements increased by 64% in June as compared to their 2020 low in April. Conversely, social engagements for North American professional sports bottomed out with their year low in June,

10、down more than 71% from January, with the return of NBA and MLB slated for late July. A notable bright spot for North American leagues on social media was the NFL Draft in late April, as the NFL teams surpassed NBA teams in total engagements for the only time during the year. Streaming further harne

11、ssed the power of social media as streaming TV social accounts outpaced traditional TV network accounts in audience growth by double digits across all social platforms, with 101% growth on Instagram and 72% on YouTube year over year. Globally, buffering improved 28%, picture quality, as measured by

12、bitrate, improved 33%, and video start failures improved 27%, as compared to Q2 2019. Europe led the world in growth for time spent streaming, up a staggering 174% in April alone and 134% in Q2 overall, and also in quality improvements with 29% less time spent waiting for buffering, 38% better pictu

13、re quality, and 39% less video start failures. INDEX Conviva provides streaming media intelligence and analytics in real time, which enables media industry leaders and brands to make decisions related to content, social media, quality of experience, and advertising. Conviva is trusted by companies i

14、ncluding CBS, CCTV, Cirque Du Soleil, DAZN, Disney+, HBO, Hulu, Sky, Sling TV, TED, Univision, and WarnerMedia to provide intelligence across every stream, every screen, every second with a global footprint of more than 500 million unique viewers watching 150 billion streams each year from three bil

15、lion applications streaming on devices. Introduction Highlights Streaming-in-Place Global streaming growth in relation to COVID-19 Demanding Ad Demand Change in advertising demand with the influence of COVID-19 Advertising Inroads Advertising quality progress and challenges Viewing at Your Leisure P

16、eak viewership and events in Q2 Big Screen Reigns Supreme Viewing time by device and region YouTube and TV Breakdown of YouTube viewing by device How Do You Connect Your TV? Televisions dominance across connected TV devices, smart TVs, and gaming consoles How Half of Viewers are Streaming Quality be

17、nchmarks for connected TV devices Quality, Delivered Regional quality benchmarks across Africa, Asia, Europe, North America, and South America Socializing Sports with No Sports Social media benchmarks for European and North American professional sports Full Stream Ahead on Social The social media pr

18、ogress of streaming TV versus network TV accounts Conclusion 2 2 4 5 6 6 8 8 9 11 12 14 15 5 4 Convivas State of Streaming Q2 2020 | Copyright 2020 Conviva. All rights reserved. Streaming-in-Place Global streaming viewership largely charted nations shelter-in-place mandates and the ensuing gradual l

19、oosening in the first half of 2020. Viewership fell back down to Earth toward the end of Q2 after a meteoric rise in April, led by in-home viewing due to shelter-in-place orders. Time spent streaming in Q2 spiked 63% year over year globally, with growth led by Europe, up 134%. North America also pos

20、ted impressive growth for a more saturated market, up 57% in Q2, while South America and Africa each posted respectable increases, up 35% and 30% respectively. Meanwhile, Asia trailed with nominal growth of just 2% for the quarter. Delving deeper into Q2 trends, after Aprils banner viewership month

21、(up 81% over the previous year), May and June clocked more modest increases of 58% and 49% respectively. The uptick in viewing time was led by Europe which tallied a 174% increase year over year in April and remained robust throughout Q2, with June still ascending 122% from June 2019. In nearly all

22、regions, April represented the peak of streaming growth, in accordance with many shelter-in-place orders across the globe. In April, viewers spent 73% more time streaming in North America, 45% more in Africa, 38% more in South America, and 12% more in Asia as compared to the previous April. These st

23、atistics have since normalized, with global year-over-year gains falling to the lowest of 2020 during the month of June as globally time spent streaming rose 49% year over year. Increase in Streaming Time by Region Q2 2019 vs Q2 2020H1 2019 vs H1 2020 Global Africa N. America Asia Europe S. America

24、63% 30% 2% 134% 57% 35% 0% 20% 40% 60% 80% 100% 120% 140% 160% JANFEBMARAPRMAYJUN 174% 53% 56% 61% 58% 122% 58% 43% 24% -5% 49% 81% 73% 45% 38% 12% 5 Convivas State of Streaming Q2 2020 | Copyright 2020 Conviva. All rights reserved. Demanding Ad Demand Ad demand was heavily impacted by the COVID-19

25、pandemic in Q2, particularly with the lack of live sports. This dearth of games helped cause global ad attempts to plummet 28% in a single quarter comparing Q2 to Q1 2020. The United States fared slightly better, but advertising still ebbed 22% over the same time period in that region. Recent launch

26、es of subscription-based services may have drawn eyeballs from hybrid and wholly ad-supported services in Q2, but we expect this will also revert to the norm as sports return and recession-conscious viewers increasingly guard their purse strings. Advertising Inroads On the quality front, streaming p

27、ublishers and the ad ecosystem made considerable progress in delivering higher quality advertising to viewers. Ad start times improved so that viewers spent 9% less time waiting for the ad to start in Q2 as compared to Q1 2020. Consequently, viewer-initiated exits before ad started dropped 14% in th

28、e same time period. In Q2, ad buffering improved marginally, down 3% while ad picture quality improved significantly, with bitrate up 53%. Higher bitrate is often driven by increased consumption on large screens, as bitrate is significantly higher on these devices. Q2 brought a 12% increase in ad im

29、pressions served on connected TVs and a 12% drop in ad impressions on desktop and mobile. Even with improvements in quality, streaming advertising still struggled with missed ad opportunities. Although slightly improved from 46.3% in Q1, nearly 45% of ad opportunities were not capitalized upon in Q2

30、. The most common issue continued to be the lack of ad demand leading to wrapper and VAST errors as publishers tried to fill ad slots, but no ads were available. These errors adversely affected the experience as viewers often faced a lag in waiting for multiple requests that ultimately went unfilled

31、. As viewing increases, advertisers and the streaming industry need to better deliver successful ad opportunities. AD Ad Attempts Ad BufferingAd Start TimeBitrate Global: 28% less US: 22% less 3% Faster53% Better 3% Better 4% Shorter Missed Ad Opportunities 2% Better Unfilled Ad & Start Failures Act

32、ual Duration 9% Faster 14% Better Exits Before Ad Start Ad Playback Failure 8% Better Q1 2020 vs Q2 2020 6 Convivas State of Streaming Q2 2020 | Copyright 2020 Conviva. All rights reserved. Viewing at Your Leisure Typically, the largest viewership peaks each quarter are driven by live events like sp

33、orts or cant-miss television that compels viewers to tune in all at once. Even as the shelter-in-place orders around the world drove time spent streaming higher than ever, peak viewership did not surpass 2019s heights in Q2. Between the lack of live sports and viewers watching at their leisure, on t

34、heir own time rather than a prescribed schedule, viewership was more balanced throughout the day with less large spikes. Comparatively, in Q2 2019 peak viewership broke records four times over, coinciding with the final season of a dramatic series that was truly a cant-miss, global cultural phenomen

35、on. Big Screen Reigns Supreme As viewers were relegated to their homes for much of Q2, it was televisions that commanded their attention. The smart TV category experienced a 239% increase in viewing time as more viewers watched natively within their smart TVs. This large increase drove global share

36、of viewing via smart TV to more than double, from 7% in Q2 2019 to 15% in Q2 2020. Connected TV devices like Roku, Amazon Fire TV, Apple TV, and Chromecast, among others, garnered a 61% increase and maintained nearly 50% share of global viewing time in Q2. Tablets, like Amazon Fire Tablet, Android T

37、ablet, and Apple iPad, and gaming consoles, like Xbox and PlayStation, also maintained their share of year-over- year viewing. Tablets netted a 66% increase year over year, to maintain a modest 5% share, and gaming consoles recorded a 55% increase year over year to keep 11% share of global viewing.

38、On the other side, mobile, up 22%, and desktop, up 17% in year-over-year viewing time both declined in overall share as increasingly home-bound viewers opted for TVs rather than smaller screens. Mobile viewing time declined from 13% share to 10%, while desktop dropped to 10% from 14% the Q2 prior. I

39、n Q2, the preferred device type for streaming varied by continent. The TV category continued to dominate in South America with 40% share of time spent viewing. Connected TV devices owned the largest share of devices in both North America, capturing 56% of viewing, and in Europe, with 32%. In Asia an

40、d Africa, desktop computers remained the primary streaming device with 49% and 43% of viewing in those respective regions. 7 Convivas State of Streaming Q2 2020 | Copyright 2020 Conviva. All rights reserved. Share by Device 0.1% CanalPlus STB 0.1% TiVo 0.1% Xfinity X1 STB 0.3% Sagemcom STB 0.9% SkyQ

41、 STB 1.3% Humax STB 3.6% Android TV 7.3% Chromcast 49% Roku 29% Fire TV 8.7% Apple TV 0.1% Panasonic TV 0.2% Philips TV 0.2% Sony TV 0.6% Other TV 0.8% Chromecast 7% Fire TV 8% Android TV 49% Samsung TV 23% LG TV 11% Vizio TV Xbox 360 1.4% PlayStation 3 2.2% Other 2.4% 48% PlayStation 4 46% Xbox One

42、 Africa N. America Asia Europe S. America Global Regions Q2 2019 Q2 2020 Q2 2020 vs 48% 49% 13% 11% 14% 7% 5% 10% 11% 10% 49% 14% 12% 10% 32% 11% 21% 56% 8% 19% 22% 11% 16% 1% 2% 40% 7% 14% 4% 43% 3% 4% 17% 29% 4% 1% 37% 5% 6% 2% 15% 5% 17% 22% 66% 239% 63% 61% 55% Connected TV Devices Tablet Smart

43、TVs Desktop Gaming Consoles Mobile Phone Grand Total Global Increase in Viewing Time by Device Q2 2019 vs Q2 2020 8 Convivas State of Streaming Q2 2020 | Copyright 2020 Conviva. All rights reserved. YouTube and TV Its intuitive that mobile consumption dominates YouTube viewing and Google stated rece

44、ntly that 75% of US adults watch YouTube videos in their homes on their mobile devices. Among 500 YouTube accounts primarily encompassing brands, sports, entertainment, and media organizations, 59% of YouTube viewing happened on a mobile device in Q2 2020. That number represents a significant fall f

45、rom the stranglehold 67% share mobile tallied in Q2 the previous year. As seen across all streaming, viewers are increasingly opting for the big screen for YouTube. While mobile viewing remains strong, the draw of the big screen spurred share of YouTube viewing on connected TVs and consoles to grow

46、from 16% to 27%, a 69% increase. TV now accounts for more than a quarter of all viewing time on YouTube. Google recently reported that more than 100 million people watch YouTube or YouTube TV on a television, often consuming recent content as 60% of viewers who signed into YouTube on a television wa

47、tched a video published in the last 7 days. In a world that is gravitating back towards the television as the primary source of entertainment inside a home, this shift in consumer behavior demonstrates that social platforms embracing long-form content can have a seat at the table (or couch as it wer

48、e). How Do You Connect Your TV? Roku remained the market leader among connected TV devices, capturing half of the total viewing time in Q2 2020. Amazon Fire TV finished a distant second with 29%, followed by Apple TV with 8.7%, Chromecast with 7.3%, Android TV with 3.6%, and Humax with 1.3% in the n

49、ext tier. Connected TV devices with lower adoption include Sky Q, Sagemcom, Xfinity X1, CanalPlus, TiVo, Enseo, YouView, Netgem, and Huawei, each of which captured less than 1% of overall viewing time in the connected TV device category. Among smart TVs, Samsung is the clear leader, owning half of all viewing time via a smart T