Asia surfs increasingly high streaming wave | Media analysis | Business | news

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Conviva has drilled deeper regionally after showing there hasn’t been a pandemic peak in global streaming and has released data showing Asia is no exception to global trends, growing 46% from the third quarter of 2021 Recorded in the previous year.
Data for State of Streaming: Asia Report for Third Quarter 2021 Conviva’s State of Streaming report was primarily collected from Conviva’s proprietary Stream Sensor technology, currently embedded in nearly four billion streaming video applications and more than 500 Millions of unique viewers measures 200 billion streams per year with nearly three trillion real-time transactions per day in more than 180 countries.

The study found that Asia’s streaming growth was led by the western and southeastern regions of Asia, which grew 200% and 164%, respectively, while the eastern and central regions showed more modest growth, 34% and 22%, respectively.

Asian viewers consistently consumed streaming content on smaller screens, with desktop (49%) and mobile (33%) devices topping the list in terms of watch time by device in the third quarter. Large-screen television, which consists of networked televisions, smart TVs and game consoles, was low in Asia compared to the rest of the world, accounting for only 14% of viewing time. West Asia was the only region that was mostly seen on the big screen.
But although TV time on big screens makes up this relatively small proportion of total TV time in Asia, Android TV was clearly Asia’s TV of choice, accounting for 52% of the large screen share. Amazon Fire TV came in second with 22%, followed by Samsung TV with 8% and LG TV with 6%.

Asian sports leagues are increasingly using video to drive engagement. Asian sports leagues, including the Indian Premier League (IPL), Nippon Professional Baseball (NPB), and the Korea Baseball Organization (KBO), saw the benefit of using social video to reach their fans and saw significant year-over-year increases in the Engagements year with cross-platform interactions up 36%, despite a 19% decrease in videos posted. The IPL saw the largest year-over-year increase in exposure, up 201% in July, 32% in August and 23% in September.

But Conviva also found that quality has remained a mix-bag for the region. Asia recorded the worst buffering percentage worldwide at 0.98%, but all regions of the world were below 1% for the first time – a remarkable performance. Asia was also the only region that showed no improvement in image quality compared to the previous year and offered the lowest bit rate of all regions at 2.20 Mbit / s. However, the analyst also noted that Asia saw a “remarkable” improvement in video start errors from 44% to 1.13%, but deteriorated 35% in time to play video.

“Streaming viewers in Asia – and around the world – are not showing any signs of slowing down, so it is imperative for publishers to focus on delivering the best possible viewing experience in the region,” commented Keith Zubchevich, CEO, Conviva. Status in the third quarter of 2021: Asia report “By focusing on optimizing the experience and audience retention, publishers can not only expand their audience internationally, but also promote customer loyalty in Asia, which will pay off for the years to come.”


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