Thursday, December 02, 2021

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%

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