• by Wayne Friedman , February 4, 2020

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.