As more streaming content available, competition is fiercer by the minute

Although global streaming continued to grow in 2022, the sheer number of content options meant that individual services on average captured a smaller share of users’ daily watching time.

According to the 2022 Video Streaming Industry report by NPAW, providers around the global saw a year-on-year increase in the total number of video plays for a second consecutive year. This, however, was offset by daily consumption per user and service dropping for both video-on-demand (VoD) and linear TV, at -12% and -23% respectively.

While daily linear TV playtime per user and service dipped, global linear TV quality improved. This, said NPAW, demonstrated how highly broadcasters and operators continue to prioritise linear TV QoE … and this uptrend is likely to continue. 

More content is also being consumed on big screens, with lesser viewers choosing to consume content on small-screen devices. As for what content viewers favour, sports proved to be the big winner, with providers that had streaming rights to the Qatar World Cup enjoying an increase of 80% in the total number of plays and 83% higher total playtime when compared with the previous six months.

Ferran G. Vilaró, CEO & Co-Founder of NPAW, said, “With competition growing fiercer by the minute, it’s business-critical for streaming services to provide the right content and a superior streaming experience if they want to attract and retain users and maintain growth.

“To do so, they need to leverage their platforms’ data to the fullest extent, implementing advanced analytics solutions that combine technical performance monitoring and user journey insights.”