Video streaming consumption has grown 21% in the third quarter of 2021, continuing its pandemic surge, according to data from streaming analytics company Conviva.

Why it matters

Smart and connected TVs are attracting more interest from advertisers as they can offer brands greater choice and reach than before. However, audiences are using more video streaming services and watching on more devices and this adds to the challenge of measuring audience behaviour.

Takeaways

• The number of hours spent streaming video content rose by 21% in Q3 2021, with the quickest growth on smart TV devices (up by 64%).
• Mobile and desktop...