Global Video Streaming Climbs, Advertising Ad Delivery Continues To Struggle

Although overall time spent streaming video globally has rapidly increased, advertisers are still struggling with the quality of ad delivery.

Nearly 37% of all streaming ads failed to play as intended in fourth quarter, despite a 7.8% improvement from the previous quarter, according to a fourth-quarter survey from Conviva, a video analytics company. In addition, streaming ad start times nearly doubled in the period.

Time spent streaming is up 63% in North America and 64% in Europe. Overall time spent streaming is 58% globally, with Asia-Pacific growing more slowly -- rising 10% year-over-year.

The report says Roku “hosted” 65% more time spent streaming year-over-year-- grabbing a 43% share of global connected TV viewing time.

Amazon Fire TV grew 51%, with a 18% share. Microsoft's Xbox is in third place with a 10% share, with 56% growth year-over-year. Apple TV is at a 9% share -- up 30% year-over-year.

In North America, TV platforms had a 63% share of streaming viewing time, with mobile at 21%; and PC at 7%.



Globally, 55% of video streaming is on TV, 24% on mobile; 11% on PCs; and 10% other platforms.

Looking at mobile devices worldwide, Android phones had a 60% share of video streaming, with iPhones at 26% and iPads at 14%.

Conviva's fourth-quarter results come from measuring 500 million unique viewers watching 150 billion streams per year with 1.5 trillion real-time transactions per day across more than 180 countries.

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