World Cup Engagement Off the Charts, According to Conviva Data
Over the four games of the World Cup quarter finals, Conviva measured 75.8M attempts resulting in 63.5M successful plays and more than 23.3M hours viewed. The most streamed game of the series was Uruguay vs France, accounting for more than a third of the total traffic with 30.7M attempts, 25.4M plays, and 8.5M viewing hours. Sweden vs England was also a hot contest with 21.9M attempts, 18M plays, and 6.2M viewing hours. Russia vs Croatia was third most popular with 12M attempts, 10.5M plays, but accounted for the highest viewing minutes at nearly 89 minutes on average per unique viewer with the game going to penalties, for a total of 4.9M viewing hours. Despite Belgium’s surprise win over Brazil being a highlight of the World Cup thus far, this match saw our lowest viewership of the quarter finals with 11.1M attempts, 9.5M plays, and 3.7M viewing hours. The disparity in viewership may also be attributed to favorable viewing times for Uruguay vs France and Sweden vs England as the earlier games of each day.
The World Cup quarter finals provided engaging games that hooked fans in until the final minutes, with a massive 64.6 minutes of viewing time on average per unique viewer. Compared to Conviva’s Streaming Data Report from Q1 2018 which saw an average of 20 minutes viewing time per a viewer’s session, World Cup engagement is off the charts. While not accounting for large percentages of the overall traffic, our most engaging platforms include Roku, Chromecast, and PlayStation at 115 minutes each, as well as Xbox at 111 minutes and Apple TV at 107 minutes of viewing time on average per unique viewer. An interesting illustration when looking at engagement is Android vs Chromecast, where Android saw 25M successful streams but saw the lowest engagement at only 41 minutes of viewing time on average per unique viewer. In comparison, Chromecast saw just 244K plays but had the highest engagement at over 115 minutes of viewing time on average per unique viewer. Conviva data points to quality potentially being the issue for Android vs Chromecast as the reason for this disparity in engagement. Android experienced more issues than Chromecast in the World Cup quarter finals across exits before video start (9% vs 3%), video start failures (4.6% vs 0.13%), and a high rebuffering ratio (3.09% vs 0.24%) which very likely could have caused viewers to tune out.
Typical of trends Conviva data has seen previously of in-app dominating in-browser plays, we saw 65% in-app attempted plays versus 35% in-browser and 67% of successful plays in-app vs 33% in-browser. Unique to the World Cup viewership data is that the total hours viewed in-app accounted for 43% vs 57% in-browser which is much more equitable than our Q1 averages at 27% and 73% of viewing hours respectively.
Illustrating the challenges of delivering high-traffic, live events, 12.3M plays were lost during the quarter finals due to exits before video starts at 11.8% and video start failures at 3.7% of total attempts. The rebuffering ratio overall was high at 1.8% in comparison to Conviva’s Q1 2018 average of 0.88%, potentially due to everyone tuning in at once, but saw a wide disparity in quality across platforms ranging from 3.09% to 0.08%. Not surprisingly, many of the platforms with the highest engagement also had very low rebuffing ratios including Roku, Chromecast, Playstation, Xbox, and Apple TV all delivering excellent quality with rebuffing ratios averaging under 0.3% over the course of the quarter finals.
The 2018 World Cup has already proven to be a record-breaking event for streaming TV, and Conviva is excited to be right there in the action as the real-time measurement and intelligence platform for streaming TV across all screens. Stay tuned for more Conviva data.