Streaming adoption continues to win globally, and Asia is no exception – experiencing 46 percent year-on-year growth in the third quarter of 2021, according to a report entitled “Q3 2021 State of Streaming: Asia” by Conviva, a measurement platform for streaming media.
Despite predictions of a “pandemic peak”, Asia’s streaming growth was slowed by the western and southeastern regions of Asia, which increased by 200 percent and 164 percent, respectively, with the eastern and central regions seeing more modest growth. left with 34 percent and 22 percent, respectively.
The company’s data also showed that Asia consistently consumed streaming content on smaller screens, with desktop (49 percent) and mobile (33 percent) viewing taking the top spots in viewing time per device.
Big screen viewing, consisting of connected TVs, smart TVs and gaming consoles, was low in Asia compared to the rest of the world, with only 14 percent share of viewing time. West Asia was the only region to see the big screen in particular.
“Streaming viewers in Asia – and worldwide – are showing no signs of slowing down, making it imperative for publishers to focus on delivering the best possible viewing experience in this region,” said Keith Zubchevich, CEO of Conviva. “By focusing on optimizing viewers’ experience and engagement, publishers can not only expand their audience internationally, but also drive consumer loyalty in Asia that will yield dividends in the coming years.”
Android TV continues to dominate in Asia
Despite big screen viewing time, she gets only 14 percent share of the total viewing time in Asia. Android TV, with 52 percent of the large screen share, was Asia’s television of choice. Amazon Fire TV (22 percent) was second followed by Samsung TV (8 percent) and LG TV (6 percent).
Quality remained a mix bag for the region. Asia recorded the lowest buffer percentage worldwide at 0.98 percent, yet all global regions were below 1 percent for the first time – a significant achievement. Asia was also the only region that saw no improvement year-on-year in image quality and offers the lowest bit rate of any region at 2.20 Mbps. Fortunately, Asia saw a noticeable improvement in video launch failures, down from 44 percent to 1.13 percent, but increased 35 percent in the time it took for videos to play.
Meanwhile, Asian sports leagues including the Indian Premier League (IPL), Nippon Professional Baseball (NPB) and the Korea Baseball Organization (KBO) recognized the benefit of using social videos to reach their fans and saw a significant increase in engagement year on year. year with total cross-platform engagements up 36 percent, despite a 19 percent decline in videos posted. The IPL saw the largest year-over-year increase in engagement, up 201 percent in July, 32 percent in August and 23 percent in September. RVPG Media