Data: Streaming Platforms Maintaining 2020 Pandemic Gains; International Markets Surging

The streaming video boom of 2020 is not weakening, according to new data from Conviva. The media metrics company’s report found streaming viewing time worldwide grew 13% in the second quarter (ended June 30), compared with the previous-year period.

Despite a 7% decline in streaming viewing in April, North America still saw a 2% increase in streaming viewing in Q2 2021. Other regions saw even bigger spikes in time spent streaming, with Africa growing 79% and South America growing 192% driven by the launch of new services.

Conviva’s report was primarily collected from proprietary sensor technology currently embedded in 3.3 billion streaming video applications, measuring in excess of 500 million unique viewers watching 180 billion streams per year, with nearly 2 trillion real-time transactions per day across more than 180 countries.

“As the global streaming industry grows and competition becomes even more intense, consumer expectations for a superior streaming experience will only continue to rise,” CEO Keith Zubchevich said in a statement.

Despite fewer consumers homebound due to COVID mandates, Conviva said big screens, including connected TV devices, smart TVs and gaming consoles remained the dominant way to stream video in the quarter, commanding 73% of global viewing time, down just 1% from the same period in 2020.

The research firm said mobile phones captured that 1% share, growing from 10% in Q2 2020 to 11% in Q2 2021. While smart TVs continue to grab market share, up 46%, with streaming media devices up 5%, gaming consoles were the lone big screen streaming device to see a decrease — down 14%.

Among streaming devices, Roku maintained its market lead with 31% global share of big screen viewing time, but dropped slightly in share as smart TVs from Samsung, LG, Android and Vizio each increased 1% to 2%.

Conviva said that when factoring in social media with streaming viewership, long-running series “Grey’s Anatomy,” which promotes its streaming availability on Hulu (and Netflix), had the most cross-platform engagements on social media in Q2 2021, followed by Netflix’s Spanish-language drama “Elite.”

Among originals, “Loki” claimed the top social engagement spot for Disney+ at No. 4 on Conviva’s list of the top streaming shows by social media engagement. Netflix continues to dominate social media engagement with six shows noted on the list, followed by The CW with four of the top 25 shows.

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