Streaming in Europe sustains pandemic-time gains with 19% YoY growth

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 09, 2021, 5:47 PM UTC

Western Europe leads the continent’s streaming growth, with a 32% YoY increase.

According to a Conviva report, streaming gain in Europe has outpaced global streaming growth, with the latter at 13% for the same period. While Western and Northern Europe made impressive gains, southern and eastern Europe recorded a marginal YoY decline in streaming.

Among streaming devices, connected TV topped the list with a 32% share of all viewing time. Connected TV is followed by Desktop (14%) and tablets (11%), though either has not seen any change in numbers since Q2 2020. Mobile phones saw an increase in viewing timeshare by 1% and smart TVs by 2%.

European sports events recorded a quarter over quarter growth in social engagements by 68%, videos by 2% and social media posts by 20%. When it comes to streaming quality, video failures dropped by 12% YoY in Europe. Similarly, picture quality improved, with a bitrate increase of 43%. Only 16% of global ads represented missed opportunities like unfilled ads.

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