Conviva State of Streaming Content Discovery

Survey of 2502 in US, June 2021:

• Total >3000 streaming services in US, UK, EU
• Media time spent:
• 39.4% traditional media
• 12.1% digital audio
• 9.7% digital video, 12.4% connected devices (video)
• 8.8% social media
• 17.6% other digital
• Top sources for content discovery:
• by chance 38%
• ad on TV 34%, radio/podcast ad 10%, paper/mag ad 10%
• recommended 30%, recommendations engine 28%, friends talking 27%, service recommendation email 10%, 
• cast member interview on TV 14%
• review 21%
• social media ad 20%, friends on social media 20%, recommendation on social media 18%, post on social media 16%, celebrity on social media 10%
• Social media penetration: Facebook 83%, YouTube 68%, Instagram 52%, Twitter 34%, Snapchat 31%, TikTok 31%, LinkedIn 23%, Twitch 12%
• Streaming video penetration among high social media users:
• Netflix 93%, Prime Video 78%, YouTube 76%
• Disney+ 69%, Hulu 61%, HBO Max 59%
• Apple TV+ 39%, Peacock 38%, Roku 37%, Discovery+ 35%, ESPN+ 34%, Paramount+ 31%
• Pluto TV 28%, Google TV 28%, Tubi 28%, Crackl 24%
• IMDb TV 14%
• Generation Z favorite entertainment activity: video games 26%, music 14%, browsing 12%, social media 11%, TV/movies 10%