2021年第一季度流媒体报告（英文）

Conviva’s State of Streaming Q1 2021 | Copyright © 2021 Conviva. All rights reserved.1 Conviva’s State of StreamingQ20211Conviva’s State of Streaming Q1 2021 | Copyright © 2021 Conviva. All rights reserved.2 Conviva’s State of Streaming – Q1 20212021 came with some optimism for a return to normalcy but there might be a new normal for streaming. A new normal that sees big screens dominate viewing as people watch less on smaller, mobile devices. A new normal where social investment is paramount and the powerful confluence of social, streaming, and advertising can no longer be ignored. A new normal where viewers watch when it’s convenient for them rather than following regularly scheduled programming live. While many trends continued in the first quarter of 2021, new directions appeared for the burgeoning industry.• Streaming continued to grow: Global viewing time grew by 36% year over year led by South America, Europe, and Africa with triple-digit growth, while the more established streaming regions of North America and Asia saw moderate growth on larger denominators. • Big screens are here to stay: Streaming on big screens accounted for 73% of global viewing time. While people are streaming more, they are at home on larger screens as smart TVs saw the biggest expansion of viewership with a 115% increase over Q1 of last year. In contrast, mobile phones, tablets, and desktops saw growth in line with the global average. • Roku’s lack of international penetration: While Roku captured a significant 30% share of global big screen viewing time, this dominance was primarily driven by North America where it commanded 37% share in Q1 2021. In Europe, the second largest market for Roku, Roku only accounted for 8% share of the big screen, and it did not fare any better in other regions, with 4% share or less in Africa, Asia, Oceania, and South America.• Streaming publishers’ investment on social pays off: Total social media posts by streaming publishers was up 99% over Q1 last year—with more content translating to more followers. The overall social audience was up 60% for streaming publishers like Netflix, Disney+, Hulu, and Crunchyroll, with TikTok a major factor in that growth. • Super ad lift: The Super Bowl was again a massive television event and advertisers who activated their ads on social as well as during the big game had three times more engagement up to six weeks after the Super Bowl than they did pre-Super Bowl. Conviva’s State of Streaming Q1 2021 | Copyright © 2021 Conviva. All rights reserved.3 Streaming publishers reap big rewards on social mediaVideo is prime social content, so it’s no surprise that streaming publishers have gone all in on social in new and exciting ways to kick off 2021. Total posts from streaming publishers on Facebook, Instagram, Twitter, and YouTube nearly doubled from Q1 of last year, up 99%, and publishers posted 39% more video content. While engagements dropped in many categorie