New data shows that live-streaming TV services now account for more than three-quarters of all plays and viewing hours in the U.S.
Conviva’s State of the Streaming TV Industry Report for Q3 2018 revealed that there was a 52 percent boost in plays and 63 percent growth in total viewing hours year over year, including a major increase in viewership during the World Cup.
“Streaming TV consumption shows no signs of slowing down, and publishers have stepped up to the plate, delivering better quality and reliability that viewers have come to expect,” Conviva CEO Bill Demas said in a press release. “The demand for quality is pushing connected TVs to the top in terms of device share, commanding more than 50% of total viewing hours at the expense of PCs that have lost 7% while mobile remains relatively flat.”
The report showed that consumer behavior surrounding the streaming of live sports has surged, with NFL streaming in September alone making up roughly 3 percent of total streaming plays and viewing hours in the U.S. In addition, connected TV plays and viewing hours more than doubled, with a 145 percent growth in plays and a 103 percent boost in viewing hours.
And long-form content is becoming more popular with viewers, showing an 111 percent growth in plays and 93 percent growth in viewing hours. That increased share now accounts for more than half of all global plays and viewing hours.
As for popular streaming services, Roku remains on top with a 40 percent share of viewing hours. But Amazon Fire TV is coming in strong with rapid growth that shows a 500 percent increase in share of viewing hours. Sling TV, PlayStation Vue and Hulu are all in the mix as well.
“It’s clear that viewers are less tolerant of a poor experience, as 13% of U.S. and 16% of global viewer attempts result in an exit before the video starts,” Demas said. “Providers must increasingly focus on the streaming TV experience to match viewers’ rising standards.”