More Than Three-Quarters of Video Streaming Takes Place on a Big Screen

September 29, 2022

A growing number of US adults might be watching TV every day on non-TV devices, but the big screen (OK, the TV – not the movie screen) is where most streaming takes place, according to the latest quarterly report from Conviva covering Q2 2022.

Globally, almost 77% of streaming viewing took place on a big-screen device during Q2, led by Smart TVs (35.3%) and followed by Connected TV devices (34.6%). Another 6.8% share of viewing took place via Gaming Consoles.

Within North America the share of viewing occurring on a big screen was even greater: more than 8 in 10 minutes were spent either using a Smart TV (37.6%), Connected TV Device (37.6%) or Gaming Console (6.9%).

As in past quarters, it was Smart TVs that saw the fastest growth again in viewing time in Q2, up by 31.4% year-over-year. In fact, Smart TVs grew faster than any other device in each region of the world.

Mobile phones were the next-fastest growing device by streaming video viewing time globally – up 23.9% – though in Latin America and Oceania the second-fastest growth rates were posted by Connected TV devices.

Overall, global streaming video viewing time expanded by 14% year-over-year in Q2, and even sustained an increase in the mature North American market (+5%).

In other highlights from the report:

  • Android TVs were a top-5 device in 5 of the 6 major streaming markets, and registered an 81.9% year-over-year increase in viewing hours.
  • Viewing hours on Android phones grew more rapidly than on iPhones, and closed the gap in viewing time to near-parity.
  • Roku continued to be the most popular device for viewing streaming video, at 23.1% share of time globally and 30.5% of big-screen viewing.
  • Viewing time on gaming consoles declined by double-digits (-11.8%), with the decline most pronounced in North America (-18.8%).

For more, download the study here.

About the Data: Results are based on an analysis of data primarily collected from Conviva’s proprietary Stream Sensor technology “with a global footprint of more than 500 million unique viewers watching 200 billion streams per year across four billion applications streaming on devices.”

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This