2022年第二季度全球流媒体报告（英文）

CONVIVA Conviva's Stateof streaming Q2 2022 Thestateofstreaming:AstheMarketMatures,ComplexitiesArise Thematurationofthestreamingmarketismakingsuccess-andhowwemeasureit-muchmorecomplex. resolutionandsmoothplaybackexperienceatalltimes.Detectionandroot-causeidentificationof streamingtechnologyecosystem.Diversemobile-connectedTVdevicesandassociatedvideo/app techstacks,sophisticatedcloud-basedmediapreparation,contentdistribution,andadvertisingtechstacksallcancontributetomoremicroscopicandsubtlefailuremodes.Additionally,experiencegoes socialmedia.AstrategicstreamingTVpublisherneedstoconsidereveryconsumertouchpointto it'shardtoexecuteathoughtfulstrategy. collectedusingConviva'sproprietarysensortechnology,whichcoversaglobalfootprintofmorethan500millionuniqueviewerswatching20obillionstreamsperyearacrossnearlyfourbilliondeviceapplications.Embeddeddirectlywithinstreamingvideoapplications,Conviva'ssensormeasures contentandadstoanalyzenearlythreetrillionreal-timetransactionsperday ThisStateofstreamingreportcomparesQ22022dataagainstQ22021onacarefullycleaned,normalized,andaggregatedbasis.Commonthemesthatemergedinthisperiodinclude: Bitratesarerising.Averagebitrateincreaseduniversallyacrossallregions,screentypes,andtop devices.Publishersarerespondingtocustomerdemandforhigherqualitybyreleasingmoreoftheir contentwithallofthebellsandwhistlessuchas4K,HDRandspatialaudio.Thisincreasinglyincludes prestigeserialcontent,whichhashistoricallysatoutthequalityarmsrace.Thesetrendscontinueto pushupbitrates,sometimesattheexpenseofotherQualityofExperience(QoE)metricssuchasvideostarttime.Tobalancethecompetingdemandsofprovidinghighquality,feature-richcontentwhilesupportingaTV-likequalityofexperienceforallviewers(nottomentioncontainingdeliverycosts), publishersareadoptingever-more-sophisticatedencodinganddeliveryoptimizationstrategies Theglobalgrowthofstreamingisstartingtomirrordeviceadoptiontrendsinthesmartphone marketsoutsideofNorthAmerica.We'reatatippingpointforAndroidvs.iPhoneasAndroidPhoneglobalstreaminghourswillikelysoonsurpassiPhone.Giventhewidespectrumofhardwarecapabilities amongAndroiddevicesandthissegment'sincreasingimportancetobottomlinesaspublisherseye Conviva'sStateofStreamingQ220221Copyright2022Conviva,Allrightsreserved onanobscuredevicemodel. streamingadsaren'tgoinganywhere.Advertisingisbecomingaubiquitouspresenceinmost streamingservices.ThelinesbetweenS-VODandA-VODarebecomingincreasinglyblurred,withmany pricingtomeetconsumerdemand. SmartTVscontinuetobethefastest-growingdevicesegmentineveryregionoftheworld.More gamingconsoles.AsmoremanufacturersarebuildingstreamingappsintotheirTVoperatingsystems,customersarerespondingtothecostsavingsandconveniencebyforgoingorneglectingadditional devices: theotherrelentlesstrendshavecreatedastatewherebusinessesareperpetuallyrequiredtoturnonadime.Event-based,after-the-factalertingsolutionshavebecomeobsoleteinfavorofcontinuousreal-timemonitoring.Thisallowspublisherstoanalyzetheexperienceofaviewer'sstreamwhiletheir sessionisstillactive.Thisevolvedprocesssessionizesstreamingevents,statetimelines,andmetadata comesdowntohow(andhowfast)wemakesenseofInternet-scaledatatoenabledecisionsandactionsthatbusinessesdependon. Thismeansyouneedastreaminganalyticssolutioncapableof: Transformingdatapointsfromtrillionsofeventsacrossbillionsofapplicationsintoimmediate,actionableinsightsdeliveredquicklyandperpetually Guaranteeingafullandaccuratepictureacrosscompleteexperiencesbasedonsessionizeddatavs.acollectionofdatapoints Ensuringyourdataistrustworthy,whichmeansclean,enrichedandstandardized-andthat sameinformation churningsubscribers,profitandloss,andwinningandlosingthestreamingwars Conviva'sStateofStreamingQ22022/Copyright@2022Conviva.Allrightsreserved. Q2Highlights It'snosecretthatthesecondquarterof2o20wasaturningpointforstreamingTV.Streamingaccelerated Onthesecondanniversaryofthequarterthatchangedtheworld,wecontinuetoseeyearoveryearstreamingviewingtimeincreaseonaglobalscale.Allregionsoftheworldsawincreasedviewingtime,althoughnotasdrasticallyasinpreviousquarters.Andwhilegrowthisgoodfortheindustry,othermetrics showthatstreamingsuccessisbecomingmorecomplicated. Highlightsinclude: Streaminggrowthcontinues.Globalstreamingviewingtimewasup14%.AsiaandLATAMcharted thelargestgrowthat90%and70%,respectively.EvenNorthAmerica,themostmaturestreaming 2022. Bitratecontinuestoriseglobally.Thisphenomenonhashappenedattheexpenseofvideostart time(vsT).BitratewasthesoleQoEmetricthatwasupconsistentlyacrossallregions,allscreentypes,andalltopdevices. Bigscreensremainthestreamingdeviceofchoice.Infact,theycapturenearly77%ofallstreamingviewinghoursworldwide.SmartTVspostedthehighestincreaseinviewinghoursyear overyearforalldevicetypes. AndroidTVviewingissurging.AndroidTVsareatop-fivedeviceinfiveofthesixmajorstreaming TVmarketsandsawan81.9%increaseinviewinghoursyearoveryear.AndroidTVcTVshaveenabledthesmallerOEMstocompetemoreeffectivelyagainstSamsungandLG. AndroidPhonesrivaliPhoneviewing.Thereislessthan3%differenceinshareoftotalviewing An