Conviva and nScreenMedia Launch A First-Of-Its Kind OTT Consumer Behavior Research Study

Authored by Dixon, the research hypothesis began with questions about how the proliferation of screens was changing consumer behavior in concert with the explosion of episodic content from premium publishers. The research report revealed the way people are watching streaming content is changing. Consumers are embracing new devices and new services, leading to new habits that show surprisingly different preferences on content format when watching both in the home and on-the-go. These findings were first unveiled at Conviva's Secret Life of Streamers Research Roadshow, held in New York City on Nov. 15 and in Los Angeles on Nov. 17, 2016.

Key video streaming data points include:

• Connected TV usage increased 50 percent between Q1 2015 and Q1 2016
• PC and smartphone usage decreased 10 and 20 percent, respectively
• For binge watching, viewers prefer a connected TV (40 percent more preferred than a tablet and 50 percent more preferred than both a smartphone or PC)
• Seventy-nine percent of out-of-home video requests came from tablets and smartphones; 13 percent came from laptops
• Short form content is most popular within the home (19 percent live; 53 percent short; and 27 percent long)
• Long form content is most popular outside the home (25 percent live; 36 percent short; and 39 percent long)

"In this digital era, viewer streaming data provides publishers with unprecedented opportunities to better understand their customers and use those insights to deliver more delightful viewing experiences," said Ed Haslam, chief marketing officer at Conviva. "Conviva's data shows how a variety of factors contribute to viewers' level of engagement and quality of experience, which are critical for keeping customers loyal to their streaming services of choice."

"As viewing times on connected TVs are rapidly approaching regular broadcast TV levels, it's clear that video service providers need to carefully manage the viewing experience on every screen," said Colin Dixon, founder and principal analyst at nScreenMedia. "Never has it been more important to fix poor streaming performance."

Conviva's data was distilled from over 2 billion streams consumed on every type of internet connected screen and represents data intelligence gathered from Q1 2015 to Q1 2016. The report was commissioned by Conviva enabling full distribution rights to the content and data by the Company.

To see the infographic and to download the full research report, please visit: www.conviva.com/secret-life-streamers-research-study/

About Conviva
Conviva powers every internet-connected screen with the most engaging viewing experiences imaginable by elevating the way OTT businesses use data-driven intelligence. For years, HBO, Sky, ESPN and the like have been using the Conviva Platform to enlighten, reveal and inform with important insights around consumer in-screen viewing experience allowing them to connect those metrics to important business outcomes. This allows customers to not only maximize subscriber retention and growth but also understand content and viewing trends so that they can deliver more personalized viewing experiences. We make engagement a data driven outcome based on actionable quality of experience (QoE) analytics. Conviva is privately held and headquartered in Silicon Valley, California, with offices in New York and London. For more information, please visit us www.conviva.com.

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SOURCE Conviva

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http://www.conviva.com