Roku share holders can breath easy. Despite Apple TV’s steady growth, the Roku Streaming Player still holds the top spot when it comes to device plays and the amount of hours spent on the platform, according to new data from Conviva’s All-Screen Streaming TV Census Q1 2018 report. According to the data, which measures four out of the top five vMVPDs
and five out of the top 10 SVOD providers (as listed by Parks and Associates 2017), viewing hours spent on Roku for Q1 2018 grew by 80% y/y to over 1 billion hours. While viewing hours on Apple TV grew by a whopping 709% to 255 million hours, the streaming player is far from giving Roku a run for its money — at least yet. On the other hand, Amazon’s Fire Stick also experienced tremendous growth in viewing hours at 411%, totaling to 270 million hours for the quarter, about 15 million more than Apple TV.
Other Key findings from the report:
- In Q1 2018, Conviva saw 3.4 streaming video apps per household on average. On each of those apps, the viewing time averaged 20 minutes per stream. This equated to a 48% average completion rate in Q1 2018.
- Q1 2017 to Q1 2018, viewing hours increased by 114%. This indicates market growth, as represented by Conviva’s publisher base, is accelerating. What’s more, the increase in peak concurrent plays is also notable, showing 70% growth from the same time period last year. This indicates more and more people are streaming at the exact same time.
- The highest peak of concurrent viewers during the quarter –which amounted to 5,489,160 million people — occurred on February 5, 2018 (the same day as the Super Bowl). That’s an increase of 70% Y/Y. Last year peak concurrent viewers hit 3,224,521 (during March Madness)
- Conviva’s data aligns with findings that North America is the largest and fastest growing market, showing quarter-on-quarter growth of over 170% in both plays and viewing hours. Another region of note is Europe and its growth of over 50% across both plays and viewing hours.
- Of the 16.9B total plays — which Conviva defines as the total number of times a viewer successfully starts a video stream — seen in Q1 2018, 14% of them were lost due to videos failing to start and exits before the video even started. This resulted in 2.4B lost plays and 800M lost viewing hours. While 2.4B lost plays is a large number, it has actually improved in North America by 56% (VSF) and 21% (EBVS). Asia saw similar improvements, while Europe is lagging behind by almost 50%.
“In conclusion, the state of the OTT market and the quality of streaming video continues to improve, and Conviva’s continuous measurement, all-screen census provides a bird’s eye view to this dynamic and ever-expanding next generation of TV,” the company’s report read. “The 114% increase in viewing hours in Q1 2018 to nearly 5B viewing hours per quarter demonstrates the increasing popularity of consuming video over the internet. App-based viewing on mobile devices and connected TVs continues to drive the majority of this increase. Particularly noteworthy, Android outpaced iOS on mobile devices, and Apple TV experienced extraordinary growth quarter-on-quarter. As it relates to quality of experience, both publishers and the video delivery ecosystem are improving the viewer experience across all key performance metrics. Overall, the numbers in this report prove streaming video over the internet is the next generation of TV and is already here.”
Conviva provides measurement and analytics services for many of the world’s largest OTT publishers – in North America, the company measures four out of the top five vMVPDs, and five out of the top 10 SVOD providers. On an annualized basis, the Conviva sensor is installed in close to 3B devices for over 200 global OTT publisher-branded applications. This represents the largest multi-publisher, independent census data collection and measurement network in the world. View the full report here.