Ad delivery failures were down compared to Q3 2019, which should produce more successful viewing rates, Conviva reported. Marketers are shortening their ads — with the average spot run time coming in at 26.6 seconds in Q4, compared to 38 seconds in Q3.

“As with any disruptive technology, growing pains are inevitable,” says Conviva CEO Bill Demas. “The companies that win the streaming wars will be those able to offer viewers a fast, clear, reliable experience regardless of where in the world they live or what device they use.”