Consumption of streaming video – via over-the-top platforms such as Netflix, Amazon Prime Video and Hulu — continues to mushroom.
New data from digital measurement firm Conviva found a 63% increase in third-quarter (ended Sept. 30) video viewing hours from the previous-year period. Video program plays increased 53%.
“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 statement. “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.”
Indeed, the report — based on Conviva’s claims of tracking 1 trillion data events daily around the world – found that live sports (i.e. NFL football) streaming increased 3% in September, driven by Prime Video’s Thursday Night Football webcasts. Amazon said more than 8 million people collectively streamed the first four games of the season.
Connected TV video plays increased 145%, while viewing hours increased 103%. Online TV platforms such as Sling TV, YouTube TV, DirecTV Now, Spectrum TV Plus, PlayStation Vue, Pluto TV and Fubo TV helped mushroom video plays 292%, including 212% increase in viewing hours from the previous-year period.
And consumers are streaming longer-form (TV shows and movies) entertainment, with 111% increase in video plays and 93% increase in video hours streamed.
Finally, Roku remains the No. 1 streaming media device, commanding 40% market share in viewing hours.