2022年第二季度全球流媒体报告（英文）

Q22022CONVIVAConviva'sState ofstreaming Thestateofstreaming:AstheMarketMatures,ComplexitiesAriseThematurationofthestreamingmarketismakingsuccess-andhowwemeasureit-muchmorecomplex.resolutionandsmoothplaybackexperienceatall times.Detectionandroot-causeidentificationofstreamingtechnologyecosystem.Diversemobile-connectedTVdevicesandassociatedvideo/apptechstacks,sophisticatedcloud-basedmediapreparation,contentdistribution,andadvertisingtechstacksall cancontributetomoremicroscopicand subtlefailuremodes.Additionally,experiencegoessocialmedia.AstrategicstreamingTVpublisherneedstoconsidereveryconsumertouchpointtoit'shardtoexecuteathoughtful strategy.collectedusingConviva'sproprietarysensortechnology,whichcoversaglobalfootprintofmorethan500millionuniqueviewerswatching20obillionstreamsperyearacrossnearlyfourbilliondeviceapplications.Embeddeddirectlywithinstreamingvideoapplications,Conviva'ssensormeasurescontent and ads to analyze nearlythree trillion real-time transactions per dayThisStateof streamingreportcomparesQ22022dataagainstQ22021onacarefullycleaned,normalized,andaggregatedbasis.Common themesthatemergedin thisperiod include:Bitrates arerising.Average bitrateincreaseduniversallyacross all regions, screen types,andtopdevices.Publishersarerespondingtocustomerdemandforhigherqualitybyreleasingmoreoftheircontentwithall of thebellsand whistles suchas 4K,HDR and spatialaudio.This increasinglyincludesprestige serial content, which has historically sat out the quality arms race.These trends continue topushupbitrates,sometimes attheexpenseofotherQualityof Experience(QoE)metrics suchasvideostart time.Tobalance the competing demands of providing high quality,feature-rich content whilesupportingaTV-likequalityofexperienceforall viewers (nottomentioncontainingdeliverycosts),publishers areadopting ever-more-sophisticated encodinganddeliveryoptimization strategiesTheglobal growthof streamingisstartingtomirrordeviceadoptiontrends inthesmartphonemarkets outside of NorthAmerica.We're at a tippingpointforAndroidvs.iPhone as Android Phoneglobal streaminghours willikelysoonsurpass iPhone.Giventhewidespectrumof hardwarecapabilitiesamong Androiddevices andthis segment's increasingimportancetobottom lines aspublishers eyeConviva'sStateof StreamingQ220221Copyright2022Conviva,Allrightsreserved onanobscure devicemodel.streamingadsaren'tgoinganywhere.Advertising isbecominga ubiquitous presence inmoststreamingservices.ThelinesbetweenS-VODandA-VODarebecoming increasinglyblurred,withmanypricingto meetconsumerdemand.SmartTVscontinuetobethefastest-growingdevicesegment ineveryregionoftheworld.Moregamingconsoles.Asmoremanufacturersarebuilding streamingapps intotheirTVoperating systems,customers arerespondingtothecost savingsand conveniencebyforgoingorneglectingadditionaldevices:the otherrelentless trends havecreated a statewherebusinessesareperpetuallyrequiredtoturn ona dime.Event-based,after-the-factalerting solutions have become obsolete infavorof continuousreal-time monitoring.This allows publishers to analyze the experience of a viewer's stream while theirsessionis stillactive.Thisevolvedprocesssessionizesstreamingevents,statetimelines,andmetadatacomes down to how (and howfast)wemake sense of Internet-scaledatatoenable decisions andactions thatbusinesses dependon.Thismeansyouneedastreaminganalyticssolutioncapableof:Transformingdatapointsfromtrillionsofeventsacrossbillionsofapplicationsintoimmediate,actionableinsightsdeliveredquicklyandperpetuallyGuaranteeingafull andaccuratepictureacrosscompleteexperiencesbasedonsessionizeddatavs.acollectionofdatapointsEnsuringyourdata is trustworthy,which means clean,enriched and standardized-andthatsameinformationchurningsubscribers,profitandloss,andwinningandlosingthestreamingwarsConviva'sStateof StreamingQ22022/Copyright@2022Conviva.All rightsreserved. Q2HighlightsIt'snosecretthatthesecondquarterof2o20wasaturningpointforstreamingTV.StreamingacceleratedOn thesecond anniversary of the quarterthatchangedtheworld, wecontinue toseeyear overyearstreamingviewingtime increaseonaglobalscale.All regionsoftheworldsawincreasedviewingtime,althoughnot as drastically as in previous quarters. And while growth is goodfor the industry,othermetricsshowthatstreamingsuccessisbecomingmorecomplicated.Highlights include:Streaminggrowthcontinues.Global streamingviewing time wasup14%.Asia and LATAMchartedthelargestgrowthat90%and70%,respectively.EvenNorthAmerica,themostmaturestreaming2022.Bitratecontinuestoriseglobally.Thisphenomenonhashappened attheexpenseofvideostarttime (vsT).BitratewasthesoleQoEmetricthatwasupconsistentlyacrossallregions,all screentypes, andalltopdevices.Bigscreensremainthestreamingdeviceofchoice.Infact,theycapturenearly77%ofallstreamingviewinghoursworldwide.SmartTVspostedthehighestincreaseinviewinghoursyearoveryearforalldevicetypes.AndroidTVviewing issurging.AndroidTVs areatop-fivedevice infiveofthe sixmajorstreamingTV markets and saw an 81.9% increase in viewing hours year overyear.Android TV cTVs haveenabled