Globally, streaming video saw viewing grow 10% in the last quarter, but that growth occurred largely outside the two most built-out regions, North America and Europe, according to the latest State of Streaming quarterly report from service provider Conviva. The good news: viewers are getting a higher-quality experience.
โWhile more-saturated markets like North America and Europe are starting to stabilize, there are still plenty of growth opportunities throughout the world,โ the report says. โAnd any growth after such massive expansion over the past two years is good news for both streaming providers and streaming viewers.โ
The report also tracks the growing interest among brands in fast-growing social-media site TikTok, which topped 1 billion users last year. For sports franchises across all leagues measured in the report, TikTok is becoming a valuable teammate. Both teams in this yearโs NFL Super Bowl โ the Los Angeles Rams and Cincinnati Bengals โ saw their TikTok followings add more than 100,000 followers in 24 hours.
But the big screen, by living room standards at least, continues to dominate. Convivaโs report says 77% of all streamed minutes viewed globally were larger screens, on either Connected or Smart TVs, where viewership jumped more than a third.
โAs the world rights itself after a pandemic that threw so many media consumption patterns upside down, the streaming and social worlds will begin to settle into a new normal, one where streaming is a part of everyday life in a way it wasnโt before and social media increasingly moves toward short- and long-form videos made by both users and savvy brands,โ Convivaโs report concludes.
Viewing time grew most in Asia (other than China), up 172% compared to the same quarter the previous year. Africa and Oceania both saw viewing rise 50% or more, and South America was up 34%. Even the topped-out markets of Europe (up 9%) and North America (up 5%) still saw some growth in…