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Streaming is Becoming More Popular but Advertisers Are Struggling, According to a New Report

Conviva will soon be releasing its quarterly State of Streaming report, showing a rise in video streaming and insights about viewing habits.

“Streaming is quickly becoming the new normal. As a result, we will continue to see new upstarts in the category accompanied by traditional media companies and big brand advertisers embracing the potential of the market,” said Bill Demas, CEO, Conviva. “This is an industry undergoing massive growth and what happens in the next 18 months will shape what, how and when we watch content in the future.”

When it comes to streaming quality, connected devices and content creators are making strides in improving start times, picture quality, and interruptions. Compared to Quarter 3 of 2018, this year video start failures are down 10%, video start times are 6% faster, there is 33% less buffering and the picture quality (bitrate) is 3% better.

According to the Conviva report, quality improvements didn’t translate to advertisements. The data shows that 39.6% of all streaming ad attempts failed in Quarter 3. Ads also say delayed start times and experienced more buffering.

One area that the Conviva report notes as showing exceptional growth is NFL streaming. In Quarter 3 this year, there was a 77% increase in streaming plays and a 50% increase in time spent streaming compared to Q3 2018.

The average amount of time spent streaming NFL plays is only 8 minutes. The Conviva report says this likely means fans are streaming on their phones to check scores, rather than watching significant portions of games.

Finally, the report looked at the growth of streaming devices. Roku is still leading in terms of growth, up 58% compared to Q3 2018. That’s compared to PCs up 36% and mobile viewing up 33%.

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