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Global streaming viewing time was up 14% in the second quarter of 2022, the most year over year since the first quarter of 2021, according to Conviva’s latest “State of Streaming Q2 2022” report.

The figure was driven mostly by double-digit growth in Africa, Oceania, and South America, while North America, one of the most mature streaming markets, saw just a 1% increase in viewing time, Conviva’s “State of 2021 Streaming” report revealed.

As global streaming continues to increase - up 21% in the third quarter of 2021 over the same period last year -, the segment is also growing in Asia, where it increased 46% overall, Conviva said in its latest report.

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.

While viewers spend 47% of their viewing time on streaming, even by 2024 advertisers in the US market will spend a mere 8% of ad dollars on this segment. This is just US$5.6 billion of the $71.6 billion television spend market, according to Conviva.