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Report: Viewing of Streaming Content up 57% This Year, With Major Growth From Smart TVs

Fern Siegel
Fern Siegel is a seasoned editor/writer that has written for The Streamable since 2018.
Read full bio ›
Fern Siegel

There is more good news for streamers.

Year-over-year, viewing of streaming content is up 57%, with a 78% uptick for VOD viewing and a 24% growth in live viewing. That’s according to Conviva’s “State of Streaming Report” for the third quarter.

Connected TV devices, such as Roku, Amazon Fire TV, Apple TV and Chromecast, continued to dominate streaming viewership in the period, with 55% share of global viewing time.

It also reported U.S. rises in connected and set-top devices, with a 58% share. Conviva pegs game video consoles at 10%; mobile with 8%, desktop at 6% and tablets at 4%. The big growth came from smart TV platforms, which nearly doubled share over the past year, up to 14.8% from 7.7% the previous Q3.

Roku is still the market leader among connected TV devices, grabbing 47.7% share of connected TV viewing time in Q3. Amazon Fire TV is second at 27.6%.

Sports is also gaining in the streaming universe.

NFL fans watched more games on streaming platforms, up 41% YOY. The biggest plus came from daytime views, up 65% in the quarter. On social media, North American sports leagues soared in September with total engagements up 252%, including the NBA, NFL, NHL, MLB, and MLS. That’s in comparison to lows set in June.

Q3 also saw a worldwide rise in ad demand, with a 22% increase in impressions.

Conviva measures more than 500 million unique viewers watching 150 billion streams per year with 1.5 trillion real-time transactions per day across more than 180 countries.

Fern Siegel
Fern Siegel is a seasoned editor/writer that has written for The Streamable since 2018.
Read full bio ›
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DIRECTV STREAM Cash Back

Let us know your e-mail address to send your $50 Amazon Gift Card when you sign up for DIRECTV STREAM.

You will receive it ~2 weeks after you complete your first month of service.

Offer Terms

  • Only valid for new DIRECTV STREAM subscribers.
  • Only valid once per household.
  • You must pay and maintain service for at least one month to be eligible.
  • Purchase must be completed on the DIRECTV STREAM website.
  • You’ll receive gift card 4-6 weeks after purchase (~2 weeks after your first month).
  • Cannot be combined with any other promotion and won’t be eligible if you try to use a coupon code or cash back from another site.

Sling TV Cash Back

Let us know your e-mail address to send your $25 Uber Eats Gift Card when you sign up for Sling TV.

You will receive it ~2 weeks after you complete your first month of service.

Offer Terms

  • Only valid for new Sling TV subscribers to Sling Orange, Blue, or Sling Orange + Blue.
  • Only valid once per household.
  • You must pay and maintain service for at least one month to be eligible.
  • You must click from The Streamable and complete your purchase on the Sling TV website.
  • You’ll receive gift card 4-6 weeks after purchase (~2 weeks after your first month).
  • Cannot be combined with any other promotion and won’t be eligible if you try to use a coupon code or cash back from another site.

Hulu Live TV Cash Back

Let us know your e-mail address to send your $35 Amazon Gift Card when you sign up for Hulu Live TV.

You will receive it ~2 weeks after you complete your first month of service.

Offer Terms

  • Only valid for new Hulu Live TV subscribers.
  • Only valid once per household.
  • You must pay and maintain service for at least one month to be eligible.
  • You must click from The Streamable and complete your purchase on the Hulu Live TV website.
  • You’ll receive gift card 4-6 weeks after purchase (~2 weeks after your first month).
  • Cannot be combined with any other promotion and won’t be eligible if you try to use a coupon code or cash back from another site.