Streaming Industry Stats 2014
Cord Cutting Accelerates, Traditional TV Viewing Declines
• MoffetNathanson’s reports the pay-TV industry lost about 179,000 TV customers in Q3 2014, a total loss for 2014 (as of Nov) of 222,000 subscribers.
• VideoNuze’s Will Richmond writes up: “Nielsen reports a 19.2% reduction in linear viewing per week by adults 18-24. This group is now watching 17 hours, 34 minutes per week, or 4h, 11m less than the 21h, 45m a year ago. This same group increased its online video usage by 20.7%.”
OTT Viewing Surges
• According to Ooyala’s Video Index, mobile video views doubled from Q2 2013 to Q2 2014, growing from 11% of all online viewing to more than 25%, a 127% increase. Over the last eight quarters mobile share increased more than 400%.
• From Parks and Associates: 10% of U.S. broadband households purchased one of these devices, either a streaming media player or stick, in the first three quarters of 2014, already matching sales from 2013.
• Viewership of traditional television dropped nearly 4% last quarter, as online video streaming jumped 60%, according to Nielsen’s Shifts in Viewing Cross Platform.
Live Sports Streaming Continues as the Big Driver for Online Viewing
• Early in the year Adobe released findings from the Q4 2013 video benchmark, showing 37% of TV Everywhere content streams were for sporting events and sports video streams were up 640% year-over-year.
• NBCOlympics.com and the NBC Sports Live Extra app saw 24.6M video viewers (160% higher than the 2010 Vancouver Winter Games and 8% higher than the 2012 London Summer Games.)
• March Madness Live surpassed 51 million live video streams through the first weekend of the NCAA men’s basketball tournament, more than the total for the entire tournament last year.
• From TechCrunch coverage: 2.45M concurrent World Cup streaming viewers were captured between WatchESPN and Univision apps.
• Sports News Media along with Kantar Media report that 42% of U.S. respondents say they consume sports content on mobile devices.
• Live streaming remains the most popular sports content accessed (38%), followed by videos of game/event highlights (31%) and videos of sports news (27%).
Live Streaming Ad Viewing Takes Off
• Freewheel reports 214% growth in live video ad views year-over-year, with live accounting for 21% of all video ad views for Programmers.
• Authenticated ad views on long-form and live content grew 619% year over-year and 38% of long-form and live monetization came from behind an authentication wall.
• According to Adobe in Q2 2014, the ratio of ad starts per video start was 66.0% higher in sports content vs. non sports content, 2.25 ads per video start vs 1.36.
• 82% of live ad views tracked by Freewheel in the third quarter of 2014 were in live sports programming.
Authenticated TV Viewing Grows
• Monetization via authenticated viewing (defined as viewing that occurs after viewers enter their MVPD subscription credentials) grew 368% year-over-year in Q3.
• Adobe measured a 388% increase in authenticated online video watching over Q2 2013.
• Adobe reported broadcast and cable networks realized a online viewing frequency increase of 80.6% YOY.
• The February 21 verified live stream of the Olympic men’s ice hockey semifinal between the United States and Canada generated 2.12 million unique users – believed to be the largest “TV Everywhere” verified streaming audience in U.S. history.
Cloud and SaaS Video Services Outpace Traditional Infrastructure
Frost and Sullivan’s Dan Rayburn reports that the M&E video transcoding market is forecast to grow at 20% CAGR, while revenues derived from SaaS and cloud-based offerings are expected to grow at more than thrice this rate.