More people are watching video-on-demand content on their televisions.
Following two years of decline, the time the average user spends watching content per day increased globally in 2023 by 12% for VOD and 4% for linear TV content, according to new data from NPAW, a video streaming analytics company.
The findings, released in the company’s 2023 Video Streaming Industry Report, revealed a significant year of engagement and quality improvements for the industry.
In the second half of last year, daily user engagement for VOD and linear TV grew 4% and 3%, respectively.
NPAW suggests the data signals an increase in consumption or a shift in the consumers’ attention toward a more selective number of streaming platforms.
Episodic content continued to dominate as the primary type of VOD content, capturing 67% of the total global TV viewership. However, movies saw a slight increase, accounting for 26% of all VOD minutes streamed in 2023.
Additionally, last year saw significant improvements in the quality of video streaming, with a global decrease of 38% in the buffering ratio, and regionally, with regions like Asia experiencing an 18% increase in the average bitrate. These percentage improvements suggest there is still room for optimization of the streaming video experience.
At the device level, big screens extended their dominance in total playtime by 8%, driven by the growth of smart TVs. The data reaffirms that consumers overwhelmingly prefer big-screen TVs when streaming video content, reserving smaller-screen devices such assmartphones for casual streaming, social media video or while on the move.
“These findings underscore a significant year of renewal and growth for the streaming sector,” Ferran Vilaró, CEO of NPAW, said in a statement.