Global streaming continued to increase, up 21% in Q3 2021 over the same quarter last year, Conviva said in its latest report. This figure was led predominately by more nascent regions including Africa, which saw a massive 273% increase. Oceania saw a healthy increase of 80%, followed by South America up 56%. Asia and Europe were neck and neck with their increases, at 45% and 42%, respectively. North America, a much more established streaming market, held steady at 2% growth, which was the same year-over-year increase as last quarter.
In addition to the overall increase in content consumption, streaming advertising also made gains after a rocky 2020. Between just this quarter and the last, ad attempts and ad impressions were up over 30%, a good sign for publishers and advertisers alike. Just 15% of ads in Q3 2021 were not delivered as intended, for an impressive 23% decrease in missed ad opportunities quarter over quarter.
“Quality improvements in advertising, by device, and per region point to better experiences for consumers overall, which might be linked to the growth in streaming generally. Or perhaps the increasing interest in streaming by consumers is forcing streaming platforms to do better. Either way, it’s a win-win for content providers and consumers,” the report concluded.