NPAW, the specialist in video intelligence, has released its full 2024 State of the Industry Report.

The report shows that global VoD engagement dropped after a strong H1, but Q4 did improve compared to Q3. Overall 2024 saw slightly lower engagement vs 2023 with viewers watching less titles and for a shorter time.

Meanwhile, global VoD quality saw improvements in most metrics: buffer ratio, bitrate and average join time improved vs 2023, with buffer ratio showing the largest drop (-35 per cent).

Further key highlight from the report:

• Global engagement in linear TV showed a slight increase with Q4 up compared to Q3. Like VoD, there was slightly lower engagement vs 2023 with viewers watching less titles and for a shorter time.
• Linear TV global quality improved across the board. There was a significant reduction in buffer ratio, complemented by a strong increase in bitrate, but offset by a slight increase in average join time and a rise in EBVS.
• Regional VoD engagement & quality saw a decrease in engagement vs 2023 in most regions. There were quality improvements in most regions for all KPIs, especially in buffer ratio and average join time.
• Regional linear TV engagement in Europe continues to be the higehest, with the Middle-East seeing the largest drop in average playtime and titles per user. Quality KPIs in most regions have improved.

“The 2024 insights show that streaming platforms have seen mixed results in engagement and quality. VoD Playtime per user has dipped slightly, with fewer titles watched. The decline was more pronounced in the second half of the year, though Q4 showed some recovery. Despite lower engagement, quality metrics improved significantly – bitrate increased and buffer ratio decreased by 35 per cent,” commented Ferran G Vilaró CEO & Co-Founder of NPAW

“Linear TV, however, remained steady. Playtime increased slightly to 35 minutes per user, while the number of titles watched saw a minor drop. Quality improvements were even more significant, with a 17 per cent jump in bitrate and a 31 per cent reduction in buffer ratio. Regional trends varied, with the Pacific region leading in engagement and Asia seeing the lowest. TV remains the dominant device for streaming, while consoles saw the highest playtime per user. Despite some engagement declines, overall streaming quality is at its best,” added Vilaró.

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Tags: buffer, NPAW, real-time engagement, streaming