Business Wire

New Conviva Data Reveals How Consumers Discover Streaming Content – And the Implications for Publishers

Share

Conviva, the intelligence cloud for streaming media, released its State of Streaming: Content Discovery report for 2021 today, revealing how consumers find new streaming content to watch. The report showed content streamed for the first time was discovered in four ways: word of mouth (59%), advertising (52%), social media (49%) and streaming service recommendations (43%).

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210920005788/en/

To view this piece of content from mms.businesswire.com, please give your consent at the top of this page.

Conviva's State of Streaming Content Discovery (Graphic: Business Wire)

“Given the incredible amount of streaming content available today, connecting viewers with content that not only piques their interest, but also resonates enough to keep them coming back for more is a significant challenge for publishers looking to identify and engage new audiences,” said Keith Zubchevich, CEO, Conviva. “By leveraging advertising, recommendations and social media to curate and promote their offerings, publishers can expose viewers to new, quality content while simultaneously increasing their reach and brand loyalty.”

Social media is vital to new content discovery

The report illustrates a direct correlation between high social media usage and high streaming video consumption, showing social platforms are key to new content discovery. The average number of social media platforms used by a typical consumer is 3.4 while this number jumps to 3.9 for heavy streamers (and plummets to 2.3 for non-streamers). What’s more, high social media users are more than twice as likely to spend more than eight hours per day streaming.

The report also found:

  • 93% of heavy social users report they stream on Netflix. However, the next five top streaming publishers also have dominance with over half of heavy social users reporting that they stream on Amazon Prime, YouTube, Disney+, Hulu and HBO Max.
  • Social platforms are the top information source among younger consumers, aged 18 to 34, with two-thirds agreeing that social media has useful information about TV, movies, or shows.
  • Consumers who agreed with “social media has a lot of good information on shows and movies” were also 78% more likely to discover content by engaging with shows on social media.

The report further broke down word of mouth, the top overall source for streaming discovery, to reveal significant social media influence including friends talking about content on social media (20%), recommendations by a friend on social media (18%) and recommendations by a celebrity or influencer on social media (11%). In person word of mouth, including friend or family recommendations (34%) and friends talking about content in person (27%), was important also.

Publishers must maintain an advertising mix to maximize content exposure

Advertising also plays a key role in the discovery process and data revealed the advertising mix must be adjusted to maximize streaming engagement as evidenced by:

  • When it comes to which medium to invest in for the most successful advertising, most respondents reported seeing an ad on TV, followed by 20% saying they saw the ad on social media. Only 10% said a podcast ad or ad in a newspaper or magazine influenced what to watch.
  • Up to 65% of long-form video is still consumed on the big screen. This suggests 30-second ads remain viable. Conversely, five- to 10-second ad units are better for smaller devices where 42% of shorter content is consumed on mobile phones.
  • General web browsing is still the most common activity among consumers as 75% of respondents said they browse the internet for more than an hour per day while 38% reported browsing more than three hours per day. As such, the web should remain a dominant part of the paid ad mix.

Publisher recommendations resonate

Conviva’s latest data shows streaming viewers today like to browse and discover new content via curated recommendations publishers suggest for them, with 43% of streamers discovering content through recommendations from their streaming services. Additionally, 41% of all streaming viewers frequently watch what is recommended to them when they start up their selected streaming service and 47% agree that recommendations by streaming services are usually very good.

The full report can be downloaded here.

Methodology

Data for this report was gathered through research conducted by Dynata between June 10, 2021 and June 14, 2021. The group surveyed was comprised of 2,502 consumers who are over 18 years of age, use social media as well as watch television or other video content through internet streaming and watch linear television (not streamed from the internet).

About Conviva

Conviva is the intelligence cloud for streaming media. Powered by our patented Stream Sensor™ and Stream ID™, our real-time platform enables marketers, advertisers, tech ops, engineering and customer care teams to build, engage and monetize their audiences. Conviva is dedicated to supporting brands like CCTV, DAZN, Disney+, Hulu, Paramount+, Peacock, Sky, Sling TV, TED and WarnerMedia as they unlock the incredible opportunity in streaming media. Today our platform processes nearly 2 trillion streaming data events daily, supporting more than 500 million unique viewers watching 200 billion streams per year across 4 billion applications streaming on devices. Conviva ensures digital businesses of all sizes can stream better—every stream, every screen, every second. To learn more, visit www.conviva.com.

To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.

Contact information

Paula Winkel, pr@conviva.com

About Business Wire

Business Wire
Business Wire
24 Martin Lane
EC4R 0DR London

+44 20 7626 1982http://www.businesswire.co.uk

(c) 2018 Business Wire, Inc., All rights reserved.

Business Wire, a Berkshire Hathaway company, is the global leader in multiplatform press release distribution.

Subscribe to releases from Business Wire

Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.

Latest releases from Business Wire

Freedom Finance Europe Expands Cooperation With the European Financial Markets’ Association18.10.2021 10:00:00 CEST | Press release

Freedom Finance Europe attended the sixteenth annual European Leveraged Finance Conference held by the Association of European Financial Markets (AFME) on 29 September 2021 in London. Our company was the lead partner of the event. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20211018005358/en/ Freedom Finance Europe attended the sixteenth annual European Leveraged Finance Conference held by the Association of European Financial Markets (AFME) on 29 September 2021 in London (Photo: Business Wire) Following the conference, a delegation led by Executive Director, Evgeniy Tyapkin, held talks with Gary Simmons, Managing Director of AFME's High Yield Securities Division and Elena Travallini, AFME Membership Director. The parties outlined plans for increased co-operation next year, increased the number of AFME working groups with the representatives of Freedom Finance Europe and discussed preparations for joint events. As a reminde

SIGNA Sports United Upsizes PIPE and Principals Agree to Backstop SPAC Business Combination With Yucaipa Acquisition Corporation18.10.2021 09:00:00 CEST | Press release

SIGNA Sports United (“SSU” or the “Company”), the world’s leading sports e-commerce and technology platform, today announced additional PIPE investments and a new redemption backstop agreement related to its proposed business combination agreement with Yucaipa Acquisition Corporation (NYSE: YAC) ("Yucaipa" or "YAC"), a publicly-traded special purpose acquisition company. These additional elements increase deal certainty and ensure the listing of the enlarged pro forma company. Mike Özkan, designated Chairman of the Board of SSU, said, “The upsizing of the PIPE demonstrates the increased interest in SSU’s sports e-commerce and technology platform. The backstop agreement underpins the principal’s commitment to the Company and provides transaction certainty for the strategic combination of the two largest online Bike retailers. The pro forma company will be in a strong position to pursue its mission to digitalize the global sports retail ecosystem with a guaranteed level of liquidity at a

BearingPoint RegTech Becomes Regnology18.10.2021 09:00:00 CEST | Press release

BearingPoint RegTech is now operating under the new name Regnology. The name stands for the company's core business: Regulatory Technology. The change of name is a logical step after BearingPoint Group sold the RegTech business to the private equity firm Nordic Capital end of 2020. Since then, the company is operationally independent. In June 2021, BearingPoint RegTech reached an important milestone by joining forces with Vizor Software, a global leader in RegTech and SupTech based in Dublin. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20211018005025/en/ Conor Crowley, CEO Vizor and Head of SupTech at Regnology, and Jürgen Lux, CEO, Regnology (Photo: Regnology) The combined company has a history spanning more than 20 years and is now a leading international provider of innovative regulatory, risk and supervisory technology (RegTech/RiskTech/SupTech) solutions, AEOI and tax reporting, and regulatory reporting services along

NTT: CEOs Say People and the Planet Are Becoming More Important in Business18.10.2021 08:15:00 CEST | Press release

WSJ Intelligence undertook a new international CEO survey for global technology and business solution provider NTT. The survey focuses on the role of business in contributing to societal goals. WSJ Intelligence conducted a survey of 351 CEOs of large corporations representing ten key industries in 15 countries to understand their views on their organization’s role in society, social impact strategies, the stakeholders involved, and how the Covid-19 pandemic has driven these strategies. The research confirms that post-pandemic people and the planet rather than solely profit are becoming increasingly important for organizations of all sizes. While this trend was evident before March 2020, the pandemic brought it to the forefront. The latest research considers, too, how organizations better support employee wellbeing and change management. It uncovers the most valuable tools and tips for social purpose implementation while also analyzing the most significant challenges. Key Findings: 94%

"THE GUNPLA SHOWROOM DUBAI"18.10.2021 08:00:00 CEST | Press release

BANDAI SPIRITS Co., LTD. (President and Chief Executive Officer: Nao Udagawa, Head Office: Minato-ku, Tokyo) will be operating "THE GUNPLA SHOWROOM DUBAI" from late October, 2021 to March 31, 2022, at the Dubai Mall, a shopping mall in Dubai in the city of Dubai in the United Arab Emirates, concurrently with Expo 2020 Dubai that will begin on October 1, 2021. Given the appointment of Gundam as the "PR Ambassador of the Japan Pavilion, Expo 2020 Dubai", we will be promoting Japanese culture and the joy of monodukuri (creating and crafting) to people around the world through Gunpla (Gundam-series plastic models). This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20211017005004/en/ Display of 1/10 scale standing Gundam statue (Photo: Business Wire) Description of "THE GUNPLA SHOWROOM DUBAI" Exhibit of 1/10 Scale Standing Gundam Statue 1/10 scale standing statue of RX-78-2 (total height: approximately 1,800 mm) will be on exhibit. Lo

Antin Infrastructure Partners to Become Majority Shareholder in Origis Energy, a Leading U.S. Renewable Energy Platform18.10.2021 07:30:00 CEST | Press release

Regulatory News: Antin Infrastructure Partners (Ticker: ANTIN – ISIN: FR0014005AL0), one of the world’s leading infrastructure investment firms, announced today that funds managed by Antin have entered into a definitive agreement to acquire a majority stake in Origis Energy, a major vertically integrated renewable energy platform in the United States, from its CEO & President Guy Vanderhaegen and Global Atlantic Financial Group. The company focuses on developing, building, and operating utility-scale solar and storage assets, as well as distributed generation. Guy Vanderhaegen will continue to lead and to hold a significant stake in the company. Founded in 2008, Origis Energy has a track record of development success across 130 solar and storage projects. Antin will support Origis Energy with additional capital and resources as it builds out its contracted pipeline, which is one of the largest in the U.S. and provides clear visibility into its growth plan over the next several years. T

Nexign Completed Campaign Management Solution for Middle East Telecom Operator Zain Kuwait18.10.2021 07:00:00 CEST | Press release

Nexign (part of ICS Holding), an international provider of business support systems (BSS), has announced that the company completed the Marketing Campaign Management system implementation for Zain Kuwait, one of the leading telecom service providers in the Middle East, in cooperation with the Turkcell Technology, a subsidiary of Turkcell, a converged telecommunication and technology services provider, founded and headquartered in Turkey. The implemented system enables Zain Kuwait to provide targeted offerings to a wide range of its subscribers and boost customer loyalty and retention. Marketing Campaign Management System is a BI-integrated solution for diversified campaigns management during the customer lifecycle. It provides selection rules management to define target segments and communication channels to schedule, execute and track the performance of marketing campaigns. The system enables the company to increase response rates and make sales and marketing initiatives more effectiv