Conviva: Super Bowl LVI Halftime Topped Gametime Viewership

New Conviva data from Sunday’s Super Bowl LVI showed that more people watched the halftime show than the actual game.

The halftime show at the game, in which the Los Angeles Rams defeated the Cincinnati Bengals, 23-20, in Inglewood, Calif., attracted an average minute audience that was 13.4% higher than the average minute audience during the game, with peak evening viewership coming at the end of the halftime show.

The show was a salute to Los Angeles and vintage hip-hop, focused on 1990s-era rap music from genre pioneers Dr. Dre, Snoop Dog, Mary J Blige and Eminem, among others.

With the game live-streaming on NBCUniversal’s Peacock platform, 78.4% of viewing occurred on televisions, with Roku, Samsung TV, and Amazon Fire TV accounting for 68.5% of big screen viewing share.

Conviva said viewers tuned in for a hefty 132 minutes per unique device, up 23 minutes over the 2021 game. In a single 24-hour period around the game, the Rams gained 291,700 followers while the Bengals gained 228,600. Notably, both teams gained over 100,000 followers on TikTok during that time.

For the fourth year in a row, Instagram took the lion’s share of Super Bowl social media engagements, but Twitter wasn’t far behind.

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As would be expected for a largely American audience, most viewers watched the big game on a television, as 78.4% of viewing was on the big screen, which includes connected-TV devices, smart-TVs and gaming consoles. Of that subset, connected-TVs came out on top with 38.4%, followed closely by smart-TVs at 33.5%, and gaming consoles at 6.5%. Mobile phones took 13.9% of viewing time, desktops had 5.4% share, and tablets came up last with 2%.

Conviva: 2022 Beijing Winter Olympics Opening Ceremony Streaming Viewership Up 349%, TV Viewership Down

Despite a heightened geopolitical backdrop, including a U.S. diplomatic boycott of the 2022 Beijing Winter Olympics Feb. 3-20 to protest China’s human rights record, the Games are hit thus far on streaming video.

New data from Conviva found that streaming for the opening ceremony spiked 349% over 2018 opening ceremony — the massive growth in single-daytime spent streaming on the day of the 2022 Olympics opening ceremony as compared to 2018’s Pyeongchang opening ceremony in South Korea.

NBC Sports reported that it tracked 16 million viewers across broadcast and digital platforms, including Peacock. That’s down 43% from 23.8 million who tuned into the 2018 opening ceremony — when Peacock didn’t exist. The downward viewership trend mirrors a 36% drop for last summer’s delayed 2020 Tokyo Summer Olympics opening ceremony compared with the 2016 opening ceremony.

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With Peacock launching in July 2020, and owner Comcast affording the streaming platform live access to every minute of the Beijing Games, over-the-top viewership has skyrocketed.

Coniva found that tablets got the gold medal at the opening ceremony — accounting for 28% user share to tie connected-TV devices. Additionally, 55% of viewers preferred watching the opening ceremony on Apple iPads.

Meanwhile, Twitter leads thus far in Olympics-related social media buzz, while Instagram leads engagement. Twitter led all social platforms in volume of content posted accounting for 37% share, while Instagram delivered the most engaged audience with 66 of all engagements for Olympic committee accounts in the week leading up to the Winter Olympics.

Social media engagement is up 370% for national Olympics accounts — official Olympic committee accounts from over 120 different countries tallied a 370% increase in engagements compared to the average for the previous six weeks.

Notably, Team USA highlighted the first Indigenous woman to play for USA Hockey in the top-performing Facebook post.

Conviva: Social Media Presence Key to Streaming Growth

Streaming video and social media have long symbiotic relationship. How strong that partnership remains is spelled out in a new report from data measurement firm Conviva that suggests social media’s outsized influence on streaming video can’t be ignored.

Roughly 80% of social engagement for streaming platforms comes from Instagram, with TikTok close behind thanks to accounts such as Netflix growing by more than a million followers each month in 2021, according to Conviva, which examined social engagement for more than 87 global streaming platforms and 695 streaming TV shows from Jan. 1 to Oct. 21, 2021.

“A strong presence on social platforms like Facebook, Twitter and Instagram is critical for streaming publishers as it has been proven social is a key to content discovery,” Keith Zubchevich, CEO of Conviva, said in a statement. “And, it’s not just about posting volume. The publishers that creatively and regularly engage viewers in both their overall platform and individual show accounts on social will not only drive loyalty but also revenue.”

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Eight top streaming services — Netflix, Amazon Prime Video, Disney+, Hulu, HBO Max, Paramount+, Peacock, and CW Seed — captured more than 227 million followers across Facebook, Instagram, TikTok, Twitter and YouTube in 2021. Netflix unsurprisingly led the pack as a social powerhouse, with its main account capturing more than 75% of all engagements and 70% of the audience among the top eight streaming platforms.

Conviva’s report also dove into the individual social platforms, revealing the strengths and weaknesses of each for social promotion of streaming. Findings included:

  • Facebook had the largest audience for streaming publisher accounts, holding 47% of all followers across the top streaming services. Yet, the platform saw only 8% of overall engagements. Announcements, teasers and trailers made up 73% of the streaming platform content on Facebook.
  • Instagram delivered 81% of social engagements for top streaming services, despite having only 17% of the audience. Top content on Instagram featured new shows, netting a 64% share with legacy shows and nostalgic content coming in at 22%.
  • TikTok ranked third in audience for top streaming services, with more followers per account than more established platforms YouTube and Twitter. Show clips with funny captions, cast videos and content tailor made for TikTok were among the top performing content.
  • On YouTube, 58% of the most viewed content for top streaming platforms were show trailers, with teasers coming in second at 13%. Commercials commanded the most engagement of any content on YouTube with 5.6 million views per video on average.
  • Twitter is unmatched in terms of content with streaming platforms averaging over 1,000 posts per month. Announcement posts made up the highest percentage of Twitter content at 17% with trailers coming in second at 16%.

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.

Report: Tokyo Olympics Streaming, Social Engagement Skyrockets

Halfway through the first week of 2020 Tokyo Summer Olympics and TV ratings are down, but streaming views and social media engagement for the opening ceremony are through the roof, according to new data from Conviva.

Streaming spiked 279% over the 2018 Pyeongchang Winter Olympics opening ceremony in South Korea. Mobile phones and desktop computers tied for gold as portable devices and desktops each captured 27% of streaming viewing time.

Social media engagements skyrocketed 970% for national Olympics accounts as official Olympics national accounts posted significantly more content.

Interestingly, the Kazakhstan Olympic committee earned its nation the highest social engagement rate and most total engagements as well as top leaderboard rankings with the video. Through July 23, Team USA topped charts with the largest social following with nearly 7.3 million followers as of the opening ceremony, more than double the next-closest organization.

Runner-up national Olympic platforms included Brazil (Comitê Olímpico do Brasil) with 3 million, and British Olympic Association with 2.8 million followers.

USA Basketball’s welcome to Tokyo for superstar Zach LaVine was enough to net them both the most total engagements on Instagram and the most video views on Twitter of any Team USA opening ceremony social post, according to Conviva. Highest engagement rate went to the Olympic newcomers USA Skateboarding for their tweet showing off the team’s opening ceremony outfits.

Conviva said nearly 20% more viewers tuned in during the second hour than the average of the four-hour show, treated to a number of memorable moments.

Official accounts for national Olympics committees posted significantly more content on social media during the week that the Olympics kicked off, but they were rewarded even more handsomely in engagements. National accounts posted 466% more posts and 358% more videos across Facebook, Instagram, Twitter, and YouTube the week of Olympics opening ceremony as compared to weeks prior. In turn, engagements increased nearly 1,000% in the same time period.

NBCUniversal will release up-to-date Tokyo Olympics viewership metrics during Comcast’s fiscal call July 29.

Report: First-Quarter Streaming Video Use Cools; Roku Market Share Dips

Streaming video continues to resonate with consumers globally, albeit not as strongly as last year when the pandemic was in its infancy, resulting in the abrupt closure of movie theaters, sporting events and sequestering consumers in their homes.

New data from Conviva found that viewing time grew 36% during the first quarter, ended March 31, compared to the previous-year period when streaming video growth topped 57%.

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While North America, the world’s biggest streaming market, saw solid 18% year-over-year growth in streaming viewing, that was down from 57% last year, which included South America. The true streaming explosion occurred internationally, with South America (up 240%), Africa (149% vs. 25%) and Europe (+122% vs. 70%) experiencing triple-digit growth.

Data for the report was primarily collected from Conviva’s 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 1.5 trillion real-time transactions per day across more than 180 countries.

The report also revealed that as more consumers are migrating to connected TV devices, smart-TVs and gaming consoles (73% market share), current device leaders Roku and Amazon Fire TV’s share of the streaming device market is eroding.

Roku and Amazon Fire TV saw a slight decline (2.9% and 3.6% respectively) in share of viewing time in Q1, as international viewing and smart-TVs continued to surge globally. While Roku captured a significant 30% share of global big-screen viewing time, this dominance was primarily driven by North America, where it commanded 37% share in Q1. In Europe, Roku’s second-largest market, Roku accounted for only 8% share of the big screen, and it did not fare any better in other regions, with 4% share or less in Africa, Asia, Oceania and South America.

“In every region in the world, streaming viewership is growing, representing a global shift in the way people consume content,” Bill Demas, CEO of Conviva, said in a statement. “This rapidly expanding international audience has created an enormous opportunity for content developers, device manufacturers and advertisers to engage new audiences as the brands and publishers who understand exactly how, when and where people are streaming, will inevitably triumph.”

According to Conviva, there is significant variation in the way consumers in different regions stream on TV screens. In Africa, where TV screens represent 56% of all viewing time, the CanalPlus set-top box was the preferred device, with 54% share of all Q1 screen viewing time. In Asia, Android TV held 49% of all Q1 screen viewing time, while in North America, where TV screens are responsible for 81% of all viewing time, Roku continued to dominate with 37% share. In Europe, screen viewing time was divided relatively equally among devices, while in Oceania, Chromecast ruled with 24% and in South America, Samsung TV held 30% share of TV screen viewing.

Social platforms continue to deliver strong return-on-investment (ROI) for streaming publishers, delivering new audiences and increased engagement. The total number of posts from streaming publishers on Facebook, Instagram, Twitter and YouTube combined grew 99% in Q1 2021 as compared to Q1 2020, with total videos increasing 39% and total engagements increasing 24%. Audience growth across all social platforms, including Facebook, Instagram, Twitter, YouTube and TikTok, grew 61% year over year.

 

 

March Madness Boosts Schools’ Social Media Buzz

While there can only be one national champion in men’s and women’s NCAA college basketball, the annual March Madness tournament has made winners of the schools competing in each event.

New data from Conviva found that since day one of the tournament, the 64 dedicated women’s college basketball social media accounts have gained more than 110,000 new followers; featured 5,715 posts and videos; generated more than 3.4 million engagements; received 1.9 million views on Facebook videos; realized a 300% increase in average engagements per video across all teams compared to regular season averages; and saw a 100% increase in cross-platform engagement rate for all teams compared to regular season averages.

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On the men’s side, across all teams in the tournament, total cross-platform engagements were more than 10.6 million. Facebook was a big driver in viewership as total views across all the teams measured were 4.4 million. Throughout the tournament, the men’s basketball social accounts measured have grown in aggregate by 250,000 followers each.

Arkansas is the only team to break one million cross-platform engagements in the tournament so far, followed by Michigan and Syracuse with 867,000 and 664,000 engagements, respectively. The Sweet 16 was very sweet for Oral Roberts. Even though they lost their round of 16 bid by just two points to fellow social media titans Arkansas, Oral Roberts saw a 4332% increase in engagements (251,000) per post versus their regular season. Pre-tournament favorite Gonzaga has seen an engagement increase of 149% during the tournament compared to the regular season.

“Many fans are taking to social media to follow and support their favorite—or new favorite—teams,” read the report.

Roku Dominates ‘March Madness’ Streaming

With the 2021 NCAA College Basketball National Championship Tournament, a.k.a. March Madness, readying for the Sweet 16 elimination rounds, sports fans are increasingly streaming games via standalone media devices and connected televisions. The opening round set new records with more than a billion minutes streamed across 32 games in just two days, according to new data from Conviva.

The tournament thus far reveals an ongoing trend streaming games on the big TV screen. Historically the first day of round one sees the most viewership. This held true this year as day one netted 15% more time spent streaming than day two, according to the report.

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Streaming on television increased significantly in the first two rounds to 68% share of time spent in round one, from 48% in 2019 and just 41% in the opening days of 2018. While streaming games on the PC lost market share, the increase in TV consumption comes primarily at the expense of mobile viewing, which decreased to less than half the share held during the previous March Madness. The report attributed this to the pandemic-trend of in-home viewing and the overall, multiyear trend of increased streaming via televisions.

More than 40% of the tournament thus far has been streamed on TVs through Roku devices, followed by Amazon Fire TV (26%), Samsung TV (10%), and Apple TV with 8% share. LG TV and Xbox each tallied 4% share, with Chromecast picking up 3%. Irvine, Calif.-based Vizio, Android TV, and PlayStation lagged behind the field with under 2% share of viewing time.

Conviva reported that social media engagements per post rose an average of 164% for teams in round one as compared to the regular season. Teams tallied 3 million total cross-platform engagements over just two days in the first round of the tournament, with Wisconsin, Syracuse, and Illinois taking the top three spots for total cross-platform engagements.

March Madness often vaults unexpected teams into national view. This year it’s Oral Roberts with 15 times the number of social media engagements per post versus the regular season, and leading in cross-platform, Twitter, and Instagram engagement rates.

Report: Big-Screen TVs, Roku Drove Streaming Video Consumption in Q4

Viewer time spent streaming video in the fourth quarter (ended Dec. 31, 2020) increased 44% compared with the fourth quarter of 2019 — underscoring a significant year for the streaming industry, according to new data from Conviva.

Big television screens captured more than 75% of all viewing time, led by Roku with a 31% share of all TV viewing and followed by Amazon Fire TV (19%) and Samsung TV (10%).

Data was collected from Conviva’s 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 1.5 trillion real-time transactions per day across more than 180 countries.

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“The way consumers view content fundamentally changed in 2020 with launch of new streaming services, the rapid adoption of smart TVs and connected TV devices and changing social behavior,” CEO Bill Demas said in a statement. “While the year was clearly defined by spikes in streaming viewing associated with COVID-19 restrictions, the shift to streaming is anything but temporary and we anticipate global streaming viewership to continue to increase in 2021.” 

The smart-TV category drove much of the Q4 growth, experiencing a 157% year-over-year increase in viewing hours and nearly doubling in overall share of viewing time. Connected TV devices also tallied significant growth in viewing hours, up 38% year over year and earned nearly 50% share of global streaming viewing time.

Connected TV devices did lose a small percentage of share for the second quarter in a row, dropping from 51% to 49.1% year over year, due in large part to the growing popularity of smart TVs.

Big screens also dominated in engagement. Television viewers watched for an average of 28.7 minutes each time they pressed play. Chromecast demanded the longest watch time at 35.5 minutes per play, followed closely by Roku at 33.3 minutes per play. In contrast, mobile phones tallied just 8.6 minutes per play.

Social Media Streaming Declined

Cross-platform video engagement rates dropped significantly in Q4 as compared to the same time the previous year. Entertainment and brand accounts saw the largest decreases, each down around 26%, while media and sports accounts were slightly less affected with declines of 22% and 18% respectively.

YouTube was the only social platform to show an increase in audience share across the entertainment, media, brands and sports categories. Media and sports accounts saw the largest increases in YouTube followings with share increases of 5% and 5.4% percentage points respectively. Longer videos became more common on YouTube as well, with average video length increasing in sports, entertainment and media accounts by 60%, 59% and 34%, respectively.

Conviva said the social data consists of data from more than 120 accounts, over 3 million posts, 778,000 videos, 84 billion video views and more than 10 billion engagements across Facebook, Twitter, Instagram and YouTube.

Conviva: Streaming Video Use Slowed in Q2

Demand for streaming video may be booming, but advertisers didn’t bite in the second quarter, with ad attempts in the quarter ended June 30 down 28% globally and 22% in the U.S. as compared to Q1 2020, according to new data from Conviva.

With streaming services such as Netflix, Hulu, Disney+ and CBS All Access reporting strong subscriber growth during the coronavirus pandemic due to increased numbers of consumers spending time in the home, streaming actually slowed in May and June as compared to its height in April when shelter-in-place orders drove streaming viewing up 81% year over year.

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While advertising demand dropped in Q2, due in part to a lack of sports, streaming ads saw significant improvements in overall quality. Viewers spent 38% less time waiting for an ad to start in Q2 as compared to Q1 and as a result, pre-ad viewer-initiated exits dropped 22%. Ad picture quality also improved, with bitrate up 53%.

Despite quality improvements, nearly 45% of ads represented missed opportunities. The most common advertising issue continues to be the lack of demand as publishers try to fill ad slots, but no relevant ad is available.

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“Shelter-in-place mandates skyrocketed streaming viewership in April, led by Europe which saw a 174% increase year over year,” CEO Bill Demas said in a statement. “Unfortunately advertising moved in the opposite direction with global demand significantly reduced due to COVID-19.”

Demas expects advertising to bounce back in the coming quarters as the industry and viewers acclimate to a ‘new normal,’ including streaming being part of the everyday routine.

Indeed, the report suggests significant increases in viewing as people tuned in natively within their smart TVs. Global share of smart TV viewing more than doubled as viewing time increased 239% year over year. Connected TV devices (Roku, Amazon Fire TV, etc.) saw a 61% increase and game consoles, a 55% increase in time spent streaming compared to the previous time period.

Smart TVs: Samsung commanded half of all viewing time via smart TV, followed by LG TVs with 23%, Vizio TVs with 11%, Android TVs with 8% and Amazon Fire TVs with 7%.

Connected TV Devices: Roku remained the leader among connected TV devices, capturing half of the total viewing time for the category. Amazon Fire TV captured 29%, Apple TV 8.7%, Chromecast 7.3%, Android TV 3.6% and Humax 1.3%.

Gaming Consoles: Sony PlayStation bested Microsoft Xbox in streaming viewership at slightly over 50% of viewing time versus Xbox’s 47%.

Connected TV devices had the largest share of viewing time in both North America (56%) and Europe (32%). In South America smart TVs (40%) has the largest share of viewing time, while in Asia (49%) and Africa (43%) desktops remain the primary streaming device.

YouTube is primarily watched on mobile devices which captured 59% share of time spent in Q2 2020. However, the trend towards TVs also impacted YouTube as viewing on connected TVs and consoles accounted for a 25% share of YouTube viewing in Q2 2020, a 69% increase from 16% share the prior Q2.