Conviva: 2021 Streaming Media Report

Conviva has released its 2021 Streaming Report. American consumers are increasingly turning to online video services as their default source for watching TV. Not only do 4 in 10 adults use a streaming video subscription service daily, but people are also following streaming services on social platforms. Conviva's report looks at which social platforms attract the most followers and engagement for the top streaming services.

The report analyzed the performance of the top eight streaming services (i.e. Netflix, Amazon Prime Video, Disney+, Hulu, HBO Max, Paramount Plus, Peacock, and CW Seed) on social platforms Facebook, Instagram, TikTok, Twitter, and YouTube. 47% of followers visit Facebook, while the rest follow streaming services on Instagram (17%), TikTok (15%), YouTube (12%), and Twitter (9%).

While Facebook received a much higher percentage of followers for the top streaming services’ accounts than any other platform, the majority of interactions with those services occurred on Instagram. Instagram accounted for 81% of the more than 280 million total engagements across the eight streaming services’ social platforms. In contrast, Facebook, the second-most engaged platform, accounted for just 8%.

This hasn’t changed when looking at the wider streaming services landscape. Facebook accounts for 64% of the 87 global streaming services’ social accounts analysed. However, engagement was highest on Instagram (74%). This trend also extends to streaming TV shows, with Facebook accounting for the largest share of total viewers, while Instagram was the social platform with the highest engagement for TV shows.

Trailers accounted for the largest share of content shared by streaming platform accounts on Facebook in the first half of 2021, and streaming TV shows also tend to share trailers on the platform. On Instagram, carousel images were the most popular type of content shared by streaming service and streaming TV show accounts.

The PDF version will be shared on 199IT Knowledge Planet, just scan the QR code below!