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Smart TVs took share from streaming dongles & consoles in 2021

08 Feb 2022 | Rasmus Larsen |

The big screen continues to dominate in the streaming space. In Q4 2021, Smart TVs took share from streaming boxes, dongles, and consoles, with Xbox down 19% year-over-year.

The battle for the big screen

Video streaming worldwide grew by another 7% year-over-year in Q4 2021 as measured in viewing time, according to analytics company Conviva. Growth stalled in North America at only 1% while Europe was up 20% and South America up 61%. Big screens continued to dominate viewership globally with a 76% share of streaming viewing time, followed by mobile (11%), desktop (8%) and tablet (5%). Big screens' dominance was even more pronounced in the US where the share was 83% in Q4 2021. However, significant shifts between TV platforms and devices were observed in Q4 2021 versus Q4 2020, as outlined in the graph. - "For a while, we’ve been monitoring the explosive growth of not only streaming but also, more specifically, big screens across the globe. Year over year, we saw a number of declines, notably gaming consoles, with Xbox down 19% and PlayStation down 12%. But even more surprising were the declines for Apple TV and Amazon Fire TV, which dropped 1% and 7%, respectively. Conversely, Android TV led the way in growth, up 42%, followed closely by LG TV, up 36%, Samsung TV, up 27%, and Roku, up 12%. So, while many big screen devices are seeing stabilization, even more data points to smart TVs gaining ground," the report said.

Q4 2021 streaming

Graph: Conviva

Roku continues to have a commanding share of big screen viewing but "everywhere but North America, Roku had single-digit share", noted Conviva. Amazon FireTV, Samsung Tizen, LG webOS, Android TV and Apple tvOS came in second, third, fourth, fifth and sixth, respectively. Android TV led the way in growth in Q4 2021, up 42%, but Chromecast continues to lose share.

Q4 2021 streaming

Graph: Conviva

Q4 2021 streaming

Graph: Conviva

Q4 2021 streaming

Graph: Conviva

Conviva's methodology

Conviva’s data is primarily collected using proprietary sensor technology with a global footprint of more than 500 million unique viewers watching 200 billion streams per year across nearly four billion applications streaming on devices. Embedded directly within streaming video applications, the sensor measures across content and ads to analyze nearly three trillion real-time transactions per day for its customers. In this report, the year-over-year data from Q4 2021 as compared to Q4 2020 was normalized based on Conviva’s customer base.
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