While the global video streaming industry kept growing in the first half of 2022, each individual service continued losing playtime per user as the competition between platforms increased.

That is the main conclusion of NPAW’s new Video Streaming Industry Report H1 2022, which examines the evolution of streaming consumption and quality trends on a global and regional scale.


NPAW’s new Video Streaming Industry Report

Thus, although the total playtime and number of plays continued to increase across video-on-demand (VoD) and online linear TV, a deeper look at the data reveals an accelerating downward trend for user engagement on the individual service level.

After a 9% decrease in 2021 compared to 2020, VoD services saw 11% lower daily playtime per user and service in the first half of 2022 compared with the same period the previous year. Meanwhile, linear TV services experienced a 13% decline in daily playtime per user after this peaked in 2021.

But there was an exception: sports. In the first six months of a year packed with live sporting events, daily consumption per user and service for sports content saw a 12% year-over-year increase for VoD and a 13% surge for linear TV. Only for linear TV, the average daily consumption of sports content per user and service was almost double that of generic linear content, confirming sports content is an engagement powerhouse.

You can download the report here.