A clear trend is emerging in streaming with a new study showing that while connected TV usage increased 50% over the year, PC and smartphone usage decreased 10% and 20%, respectively.
This is according to Conviva and nScreenMedia’s The Secret Life of Streamers: Devices, Content, Location and Quality study, based on Conviva data from analysing more than 20 billion OTT video streams per month from over two billion video viewing screens across the globe.The report also found that for binge watching, viewers prefer a connected TV (40% more preferred than a tablet, and 50% more preferred than both a smartphone or PC). Short-form content is most popular within the home (19% live; 53% short; and 27% long).
That said, about 79% of out-of-home video requests came from tablets and smartphones, and 13% came from laptops. Long-form content is most popular outside the home (25% live; 36% short; and 39% long).
"In this digital era, viewer streaming data provides publishers with unprecedented opportunities to better understand their customers and use those insights to deliver more delightful viewing experiences," said Ed Haslam, CMO at Conviva. "Conviva's data shows how a variety of factors contribute to viewers' level of engagement and quality of experience, which are critical for keeping customers loyal to their streaming services of choice."
"As viewing times on connected TVs are rapidly approaching regular broadcast TV levels, it's clear that video service providers need to carefully manage the viewing experience on every screen," added Colin Dixon, founder and principal analyst at nScreenMedia. "Never has it been more important to fix poor streaming performance."
