Report: Streaming Time Grew 13% in Q2, 2021





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While speculation was that the pandemic-induced streaming boom of 2020 would fade, new reports show that viewing time has continued to increase even from last year’s unprecedented numbers. Conviva’s State of Streaming Report for Q2 2021 shows that time spent streaming grew by 13% compared to last year during the same time.

South America contributed most to the increase with 192% growth YoY, thanks to new services launching in the region during the year. Africa had the second-largest increase at 79%, followed by Oceania at 58% and Asia with 43%. North America had the smallest growth at just 2%. But overall, streaming consistently continues to increase year over year in every region.

In addition to minutes spent streaming, other notable points from the study report streaming picture quality improved across every region, meaning less of the spinning wheel of death while content buffers.

Additionally, streaming habits indicate viewers love a good familiar show. Grey’s Anatomy and Friends made the top 5 shows of Q2 with the most cross-platform engagements, with Hulu and HBO Max utilizing social media to promote their content.

“A ranking of top streaming shows (those that promote their availability on a streaming platform in their social bio), illustrates the power of legacy exclusives like Friends, Game of Thrones, and The Office in highlighting a streaming service and maintaining audience engagement year-round on social media, even without new episodes.”

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