Again the assumption that PC streamers are watching on relatively small PC
displays.
"Not all of the findings were positive. Up to 47% of streaming TV ads are
failing according to Conviva, carrying a high cost and impact on engagement."
Indeed, the ads have always, from the start, been the most incompetently
managed of streaming content. My assumption is that the networks are trying to
get too clever with their ads, and frequently failing miserably. Ads that
freeze, ads that create a black screen, all manner of silly problems that could
be avoided. If the main content is typically so trouble-free, just how hard
could it be to refrain from getting too clever for their own good, with the ads?
If you're lucky, these problem ads only require a refresh of the browser, and
you're back to where you left off. But sometimes, ABC comes to mind, that
doesn't work at all. The browser freezes, stays that way, and the only thing to
do is to try a different browser. What a nuisance.
Bert
----------------------------------------
https://www.tvtechnology.com/news/streamers-top-viewing-choice-remains-the-tv-per-conviva
Streamers' Top Viewing Choice Remains the TV, Per Conviva
As streaming viewership continues to rapidly grow, more than half or viewing is
done via the TV.
Michael Balderston 6 hours ago
SILICON VALLEY, Calif.-The beginning of 2019 has shown no signs of the
streaming revolution slowing down, as Conviva's "State of the Streaming TV
Industry" report covering the first quarter of 2019 details. However, the TV
still holds a strong grip as the chief method for watching the latest content.
In Conviva's report it was revealed that streaming viewership grew 72%
year-over-year, and the rate of consumption growth increased by 49%. While this
growth of streaming includes mobile devices (73% growth) and PCs (55% growth),
it is connected TVs that is having the biggest impact.
Connected TVs viewership growth came in at 74%, while in terms of hours spent
viewing streaming content, TVs were the top choice at 56%. Among available
connected TV devices, Roku maintained its lead share of the market at 42.4%,
but there was strong growth with Amazon Fire TV, which grew from 11.4% in Q1
2018 to an 18.6% share in the new report.
As far as how people are watching, virtual MVPDs-DirecTV Now, Hulu, Playstation
Vue and Sling-had a 108% growth in viewership year-over-year; other services
came in at 60% growth in the U.S.
Sports also remain a key component for viewership numbers, as the College
Football National Championship game held the highest peak concurrent viewership
of the quarter, 37.6% higher than the Q1 2018 peak event. Super Bowl LIII and
March Madness also saw streaming boosts of 157% and 67%, respectively.
Not all of the findings were positive. Up to 47% of streaming TV ads are
failing according to Conviva, carrying a high cost and impact on engagement.
"There's no surprise that the streaming TV market is expanding significantly,"
said Bill Demas, CEO of Conviva. "Maintaining a high-quality viewer experience
tightly across content and advertising is increasingly important as streaming
providers look to increase viewer engagement and monetization. The battle for
streaming market share is a fast-growing pie and service must deliver an
experience comparable to linear TV to fulfill viewer expectations."
The findings of the report were based on an analysis of a trillion real-time
transactions per day via three billion applications streaming on devices in 180
countries.
To access the full report, visit conviva.com.
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