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Published on January 5th, 2018 | by Brad Gibson


Global streaming hours doubled last year, study says

Global viewing of streaming content more than doubled last year to 12.6 billion hours, according to a new report by the research firm Conviva.

Viewing was done on more than 2.4 billion streaming devices, up 9 percent, according to the company which provides measurement and analytics for seven of the top 10 U.S. subscription video-on-demand providers.

The U.S. accounts for 58 percent of streaming, or over-the-top (OTT) viewing, followed by Europe with 21 percent, Asia with 19 percent and the rest of the world with two percent.

“The OTT market continues to see explosive growth not only in the number of viewers but the amount of time spent viewing as well,” the company said in its Streaming Market Year in Review report. “Conviva expects to see continued accelerated growth over the course of 2018 across both existing and new customers.”

In terms of devices used, Conviva’s data found that streaming devices accounted for higher video consumption versus mobile devices and traditional computers. Roku had the highest usage levels at 24 percent of viewer hours, followed by Amazon’s Fire TV at 9 percent, and Apple TV at 8 percent.

By December, 64 percent of traffic on Conviva’s platform came through video apps, compared with 36 percent from watching video through browsers. That’s the opposite of the year prior. Video app activity grew 160 percent, while browser video rose 23 percent.

As many as 1.04 billion unique streaming apps reside on devices in the U.S., with 2.2 apps per device and 2.9 devices per person.

Conviva’s findings come from viewer data from more than 180 countries connected to the internet. The company said it collects a continuous video measurement census of 57 percent of the United States internet population.


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About the Author

Brad is co-founder and editor-in-chief of He has been a technology reporter since the late 1980s having previously worked for MacUser, MacFormat, and iCreate magazines, as well as,,,, and He hosted and produced the MacFormat This Week podcast for three years. He was also a reporter, editor, and producer for the AOL, the BBC, Associated Press, and United Press International.

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