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

Conviva, powering every internet-connected screen with the most engaging viewing experiences imaginable, and nScreenMedia today announced the findings of an industry-first research study analyzing how viewers’ online streaming habits are impacted by devices, content type, location, and viewing quality.

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“The Secret Life of Streamers: Devices, Content, Location, and Quality” study is based on Conviva’s data that comes from analyzing more than 20 billion OTT video streams per month from more than 2 billion video viewing screens across the globe. Conviva’s industry-leading data science methodology brought to light ground-breaking insights, which were meticulously reviewed, analyzed, and packaged by digital TV industry veteran, Colin Dixon, founder and principal analyst at nScreenMedia.

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.

A first-of-its-kind research study exploring important OTT consumer viewing behavior at the intersection of content, devices, location, and quality.

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:

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