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GLOBAL STREAMING MINUTES GREW 10% IN Q1, DRIVEN BY ASIA

By Bevin FletcherMay 18, 2022 08:37pm
convivaRokuAmazon Fire TVstreaming video
Roku still kept the largest share of viewing time by far at 31%. (Tero
Vesalainen/Getty Images)

New data from Conviva shows that overall streaming viewing minutes grew 10% in
the first quarter of 2022 versus 2021, driven by triple-digit increases in Asia.






The report noted Asia, excluding China, has a smaller base than other regions
analyzed but showed massive 172% growth in streaming time.



Also contributing to growth, according to Conviva’s State of Streaming Q1
report, was Africa (up 55%), Oceania (up 50%) and South America (up 34%).




Increases for viewing time in more highly saturated markets of Europe and North
America were more muted, rising 9% and 5% respectively.

Conviva said the most recent quarter continued the trend seen in Q4 of streaming
growth accelerated by the pandemic starting to stabilize.

“Despite recent news of Netflix’s subscriber contraction, streaming continues to
grow worldwide, encompassing an ever-growing stable of platforms offering unique
and original content,” said Keith Zubchevich, president and CEO of Conviva, in a
statement. “In mature markets like the US and Europe, viewers are upscreening
from small devices to Smart TVs, setting the foundation for streaming to
overtake linear TV on the big screen.”



Indeed, the report showed big screens continue to be king when it comes to
streaming with 77% of all streamed minutes globally happening on a big screen
device – a category that includes connected TVs, smart TVs and gaming consoles).
The figure was even higher in North America at 83%. Asia was the only area where
large screens didn’t account for more than 50% of streaming minutes – but the
region did see a big bump in the quarter increasing from 27% last quarter to 43%
in Q1. Mobile phones still represent the favored streaming screen in Asia,
according to the report, with 45% of streamed minutes happening on those
devices.


RELATED

Smart TVs still dominate for streaming major sporting events

Smart TVs in particular are where viewers are increasingly tuning in for a big
screen experience, with the category growing  4% year over year. Connected TVs,
meanwhile declined by 1%, while the share for desktops and gaming consoles were
down 15%.

“Last quarter saw connected TVs decline for the first time ever, down 2%, and
smart TVs were up 37%. These trends continued this quarter, further cementing
the fervor for big screens even as viewers trade in dongles for built-in
capabilities,” Conviva stated in the report.

And multiple players in the smart TV space saw gains above 20% in terms of
minutes streamed including Vizio (up 21%), Samsung TV (22%), and LG TV (28%) –
with Android TV leading the way for growth in streamed minutes at 78%.

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However, connected TV leader Roku still kept the largest share of viewing time
by far at 30.78% (growing 12% in viewing time), followed by Amazon Fire TV at
16.45% share (down 4% in viewing time) and Samsung TV with 13% share.

At the end of the first quarter Roku’s active accounts totaled 61.3 million,
while the company said streaming hours increased 14% year over year to 20.9
billion.

Videosmart TVconnected TV

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