Research Shows that Streaming Video Consumption is Up 72% Year-Over-Year, with On-Demand Content Most Popular

Roku remains the most popular streaming platform, with Fire TV popularity rapidly growing

Streaming video continues to rise in popularity, with cord-cutters beginning to become the norm rather than the exception. And, according to new data from the streaming TV analytics company Conviva, viewership on streaming services grew 72% year-over-year, with the rate of consumption growth increasing by 49% in Q1 of 2019.

Growth of vMVPDs

Conviva, which monitors a trillion real-time transactions per day via 3 billion applications streaming on devices in 180 countries, also added that services such as DIRECTV NOW, Hulu Live TV, PlayStation Vue and Sling TV saw viewership grow 108% year-over-year as compared to 60% growth for other services, like Netflix.

Live vs. On-Demand Viewership

Additionally, the report also found that 64% of streaming video is on-demand content versus live video, which only makes up 36%. Video on-demand consumption increased to 62% on connected TVs compared to 38% live video, as well.

Connected TV vs. Mobile

While 23% of viewing hours take place on Mobile, and 14% on PC — a staggering 56% of viewing hours occurs on Connected TVs including Streaming Media Players like Roku and Smart TVs.

Most of this viewership is happening Roku devices who has 42% market share of Connected TV viewership, while Fire TV is second with 19% — up significantly from 11% last year. Apple TV has a 10% market share, with Chromecast devices trailing with 5% of all Connected TV viewing hours.

In a statement, Bill Demas, CEO of Conviva:

“There’s no surprise that the streaming TV market is expanding significantly. Maintaining a high-quality viewer experience tightly across content and advertising is increasingly important as streaming providers look to increase viewer engagement and monetization. The battle for streaming market share is a fast-growing pie and services must deliver an experience comparable to linear TV to fulfill viewer expectations.”

Most Popular Events

While on-demand content is more popular, according to the Conviva report, sports makes up for the majority of live video streaming, with The College Football National Championship having had the highest peak concurrent viewership, 37.6% higher than the Q1‘18 peak event. Super Bowl LIII and March Madness streaming viewership grew significantly, up 157% and 67%, respectively, from Q1 2018.