CA-CONVIVA
30.9.2021 17:02:09 CEST | Business Wire | Press release
Conviva , the continuous measurement platform for streaming media, released its 2021 IGTV Benchmarks report today, detailing how brands are using IGTV as well as how Instagram’s long-form video feature is faring overall. The report, which analyzed more than 25,000 accounts, 54,000 IGTV videos, 400 million engagements and 4 billion video views, found IGTV has grown rapidly since its 2018 release, up from a 2% share in 2019 to a 10% share of Instagram posts in 2021.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20210930005283/en/
“Video is core to every social platform, delivering significantly higher engagement rates and providing a fresh and creative way for brands to reach new audiences,” said Keith Zubchevich, CEO, Conviva. “New, longer-form formats like IGTV in particular offer a way for companies to create a deeper connection with viewers who can fully immerse themselves in the brand.”
Newer Instagram Formats Reign Supreme
Carousel posts (posts with multiple photos or videos) grew from under 15% of all posts in 2019 and 2020 to 20% of all posts in 2021. Together, carousel and IGTV posts accounted for 30% of all posts in the first half of 2021, double the share commanded just two years prior. Carousel posts had the highest engagement rate of any post format, ranging from 1.2% for brands to 5.4% for sports accounts. Carousels including video resulted in 17% greater reach, 16% more impressions and 12% more engagements than image-only carousels.
Unsurprisingly, standalone photo posts declined from 56% share in 2019 to just over half of all posts in 2020 and 2021, while standalone videos dropped from nearly 30% share in 2019 to 18% in 2021.
IGTV’s Engagement Long Tail
While the majority of video engagement on Instagram traditionally comes on day one of a post, Conviva found IGTV posts have a surprisingly long shelf life. IGTV videos receive only 63% of their total views on the first day of posting, compared to 85% for carousels and 72% for standalone Instagram videos. Carousels get 7% of their views on the third day and beyond, videos 19%, and IGTV a significantly higher 29%.
Short Descriptions Win
IGTV posts with the shortest descriptions earned the highest engagement, yet these shorter descriptions are rarely used. Conviva’s analysis of the engagement rate of 54,000 IGTV videos found the highest engagement rate for posts occurred when descriptions were between one and 50 characters. No description, or 0 characters, also performed well while descriptions with 100-800 characters had the lowest engagement.
Download the full report here .
Methodology
Conviva analyzed Instagram accounts in the first half of 2021, January 1 to June 30, as compared to the same time period in 2020 and 2019. This analysis includes more than 25,000 accounts, 54,000 IGTV videos, 400 million engagements and 4 billion video views. Categorized accounts identified include 1300 accounts in the categories of brand: consumer-related product, service brands, events and locations; media: newspapers, news organizations, news websites and publishers; entertainment: TV/movie networks, TV shows, audio and social-first content networks; and sports: sports or esports teams, leagues and sporting events.
About Conviva
Conviva is the census, continuous measurement and engagement platform for streaming media. Powered by our patented Stream Sensor™ and Stream ID™, our real-time platform enables marketers, advertisers, tech ops, engineering and customer care teams to acquire, engage, monetize and retain their audiences. Conviva is dedicated to supporting brands like CCTV, DAZN, Disney+, Hulu, Paramount+, Peacock, Sky, Sling TV, TED and WarnerMedia as they unlock the incredible opportunity in streaming media. Today our platform processes nearly 3 trillion streaming data events daily, supporting more than 500 million unique viewers watching 200 billion streams per year across 4 billion applications streaming on devices. Conviva ensures digital businesses of all sizes can stream better—every stream, every screen, every second. To learn more, visit www.conviva.com .
View source version on businesswire.com: https://www.businesswire.com/news/home/20210930005283/en/
Link:
About Business Wire
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
The Empire State Building Observation Deck Hosts Annual Run-Up, Presented by NYU Langone Health and Powered by Merrell7.10.2026 04:25:00 CEST | Press release
The Empire State Building (ESB) hosted the 48th Annual Empire State Building Observation Deck Run-Up, presented by NYU Langone Health and powered by Merrell. In several designated heats, more than 200 runners from across the world raced up the building’s 1,576 stairs to reach the finish line on the iconic 86th Floor Observation Deck. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261006766024/en/ The Empire State Building Observation Deck Hosts Annual Run-Up, Presented by NYU Langone Health and Powered by Merrell “Athletes gather from around the globe to participate in the Empire State Building Observation Deck Run-Up, the world’s preeminent tower race,” said Tony Malkin, chairman and CEO of Empire State Realty Trust. “We congratulate all who participated in this ultimate feat of endurance at Tripadvisor’s number one top attraction in the U.S.” Ryoji Watanabe of Japan took first place in the Men’s Elite heat with a time of 1
Phenom Adds Major Headline Speakers as IAMPHENOM Europe Approaches Sold-Out Status6.10.2026 15:30:00 CEST | Press release
Second wave of esteemed speakers to bring real-world guidance on applying AI, agents and automation to improve hiring, development and retention Phenom, the leader in applied AI built to redesign work operations for hiring faster, developing better and retaining longer, today announced the newest wave of speakers for IAMPHENOM Europe 2026, the only applied AI event dedicated to human resources taking place on 4-5 November in Paris, France. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261006714151/en/ Phenom announced the newest wave of speakers for IAMPHENOM Europe 2026, the only applied AI event dedicated to human resources taking place on 4-5 November in Paris, France. The two-day conference gives attendees what other HR events can’t: an inside look at AI agents already in production, automated workflows tailored to specific business contexts and the dramatic results they are already delivering. Across keynotes, customer
European Firms Struggle to Keep Pace with Growing DSAR Demands, New Reveal Study Finds6.10.2026 15:00:00 CEST | Press release
With 86% of organisations still lacking dedicated DSAR technology, fewer than half of requests are completed within the one-month window GDPR requires, even as spending climbs New research published today byReveal, the provider of integrated AI-native platforms spanning the dispute resolution lifecycle, found that large European organisations complete fewer than half of data subject access requests (DSARs) within the one-month deadline required under the General Data Protection Regulation (GDPR), a shortfall the study ties directly to a near-universal absence of purpose-built technology. Nearly nine in 10 organisations still run DSARs on manual or general-purpose workflows, with no dedicated tooling in place. The report, based on a survey of 213 legal and privacy professionals at large European enterprises, is the first of its kind to benchmark how organisations across the region are managing DSAR compliance at scale. The findings expose structural inconsistencies between how organisat
New Global Survey Finds Majority of VMware Users Are Choosing Alternative Paths for Cost Control, Roadmap Flexibility and Better Support6.10.2026 15:00:00 CEST | Press release
Rimini Street and DBTA/Unisphere Research survey finds 66% are already using or are considering third-party support Rimini Street, Inc. (Nasdaq: RMNI), the Software Support and Agentic AI ERP Company™ and the leading third-party support provider for Oracle, SAP and VMware software, today announced findings from the 2026 IT Virtualization Survey – What’s Next for VMware Users, a new global survey of nearly 300 VMware user organizations conducted by Unisphere Research on behalf of Rimini Street. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261006014490/en/ New Global Survey Finds Majority of VMware Users Are Choosing Alternative Paths for Cost Control, Roadmap Flexibility and Better Support Cost Cited as the Number One Factor in Seeking Alternative VMware Solutions Key Findings: 90% of respondents said they are considering alternatives to VMware due to higher licensing costs, while 54% cited the end of perpetual license supp
Xsolla Shows Brand Owners How to Create Value for Video Players at Brand Licensing Europe With Rewarded Marketing6.10.2026 15:00:00 CEST | Press release
Twenty-One Years of Game Commerce Comes to ExCeL London, October 6 to 8, With a New Way for Brands to Reward the Players They Have Been Trying to Reach for Years Xsolla, a global commerce company, today announced it will be at Brand Licensing Europe 2026 at ExCeL London, October 6 to 8, to show brand owners how to engage with video game players by creating quest-based programs and value new users actually value. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261006443167/en/ Graphic: Xsolla Video games are one of the largest categories of entertainment spending in the world, yet most brands still treat the category as an experiment: a one-off promotional stunt or a single media buy, not a lasting engagement program. The traditional formats brands default to were never built for players. Interstitial pop-ups disrupt gameplay, banner ads go unnoticed, and in-game activations remain cumbersome and expensive to execute. The idea
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom