Conviva says that the introduction of new streaming service, including Disney+ and Apple TV+, along with the convenience of on-demand streaming led to the increase in video streaming. To meet the demand for a great streaming experience, streaming services, device manufacturers, and advertisers have all had to find ways to improve.
Advertiser, for example, are still struggling to get ads in front of consumers. Conviva notes that the time spent waiting for an ad to begin has increased from 1.14 to 2.27 seconds. This leads many viewers to exit out of an ad, with exits before and after an ad up 49%.
“From recent entrants like Disney+ to soon-to-be-launched services like NBC’s Peacock and HBO Max, we’ve barely begun to scratch the surface of streaming’s impact not only on consumer behavior, but also on the multi-billion dollar advertising and entertainment industries,” said Bill Demas, CEO, Conviva. “As with any disruptive technology, growing pains are inevitable. The companies that win the streaming wars will be those able to offer viewers a fast, clear, reliable experience regardless of where in the world they live, or what device they use.”
Roku was highlighted in the study for their improvements in performance and quality.
In Q4 2019 Roku (as compared to Q4 2018):
- Reduced video start failures by 56%
- Reduced video start times by 12%
- Reduced buffering by 34%
- Improved bitrate/picture quality by 25%
Fire TV also reduced video start failures by 15% and buffering by 9%.
When it comes to how viewers are getting their content, mobile viewing has been on the rise. 24% of all streaming time is spent on a mobile device, the study says. Android phones represent 60% of those mobile devices. iPhones made up 26% and iPads 14%.
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