Conviva: Live Content Drives Streaming Gains

Conviva, a measurement platform, says that overall streaming hours rose by 89 percent across its customer base in 2018, with a 165-percent boost in Q4 alone, driven in part by viewers watching live content.

Live content was up by 65 percent in viewing hours (a slower gain than the 111-percent surge in on-demand viewing) with double-digit spikes in worldwide streaming consumption during coverage of political events, including the U.S. midterm election, and sports such as the World Cup and NFL football.

“Live events have a way of connecting us on both a local and a global scale,” said Conviva CEO Bill Demas. “The ability to watch and be a part of exciting news, sports and other developments as they’re happening is attracting viewers in droves. The real-time demands of streaming mean that providers who remain vigilant and have visibility into every aspect of the viewer experience will win the loyalty of their viewers.”

The State of the Streaming TV Industry report also notes that connected TV viewing hours grew in 2018, increasing by 121 percent. Connected TVs have emerged as the device of choice for streamed content, representing 56 percent of all viewing hours in the year. Connected TVs have been boosted by the rise of virtual MVPDs. However, delays have resulted in increased viewer abandonment rates.

“As streaming becomes a bigger part of their everyday lives, viewers continue to migrate toward devices and services that offer those best-in-class experiences,” said Demas. “With more options emerging, their expectations are higher than ever.”