Streaming TV viewership up 165% in Q4, Conviva says

Streaming TV viewership numbers increased significantly during the fourth quarter, according to Conviva’s new Annual State of the Streaming TV Industry report.Across the measurement firm’s customer base which includes HBO, Hulu, Sky, Sling TV, Turner and Univision streaming TV viewership rose 165% in the fourth quarter and saw 89% growth in overall viewing hours for the year.As more viewers flock to streaming live TV, Conviva is picking up on heightened sensitivity around expectations and patience. The firm said there was a 7% year-over-year increase in the rate of abandonment, which translated to 14.6% of viewers leaving before their video started. That effect increased when viewers expected a traditional TV-like experience, as when using a connected TV, watching live content or accessing a virtual MVPD such as Sling TV or DirecTV Now.Conviva said live content increased 65% in viewing hours and drove a lot of growth in global streaming during the fourth quarter. Live content couldn’t match the 111% growth for video on demand during the same time period, but the firm said live content accounted for the largest global surges in viewership throughout 2018.