Video Streaming Industry Report H1 2025
The 1st half of 2025 saw global gains in quality for VOD & Linear TV, while engagement dipped in some regions.
Significant improvements in buffer ratio(%), average join time and average bitrate are solid indicators of better video streaming quality across the globe.
NPAW’s Video Streaming Industry Report H1 2025 analyzes sample data from our more than 200 clients worldwide to uncover:
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- Trends in user engagement and content consumption
- How streaming quality evolves and affects engagement
- End-user device share by VOD and Linear TV
- Global and regional video consumption, compared to the 1st half of 2024
Download NPAW's Video Streaming Industry Report H1 2025
REPORT
TVs and STBs again were the dominant devices
Smart TVs and Set-Top-Boxes (STBs) continue to be the devices of choice for majority viewing. Also, we see an upward trend in quality KPIs in most regions, on Both Linear TV and VoD. Video service providers are enhancing their delivery chain infrastructure and scalablility year on year.
The first half of 2025 displayed some remarkable improvements in quality KPIs across the globe. With LATAM, the Middle East and North America showing the greatest gains, most regions have seen an upward shift in Buffer Ratio quality, average bitrate and join times. These are clear indicators of ongoing investment in infrastructure by OTTs, telco providers and broadcasters alike.
We notice the wider adoption of Smart TVs and Set Top Boxes as the devices of choice for viewers, especially when it comes to long format content. Quality metrics on these devices, by and large, are greatly improved over H1 2024.
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