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
comforte Launches TAMUNIO Assure to Modernize HPE Nonstop Cryptography for the Post-Quantum Era2.6.2026 10:10:00 CEST | Press release
New solution helps HPE Nonstop teams modernize SSH & SSL/TLS security using quantum-safe cryptography, centralize key and secrets management, and automate certificate and key lifecycles. comforte AG, a global leader in data-centric security for HPE Nonstop environments, today announced the launch of TAMUNIO Assure, a purpose-built solution for HPE Nonstop that helps organizations modernize cryptographic security without application rewrites or disruption to mission-critical systems. TAMUNIO Assure helps organizations enhance SSH & SSL/TLS security, centralizing keys, credentials, certificates, and secrets, and automating certificate and key lifecycle management across HPE Nonstop systems. The result is stronger security, more cost-effective operations, and a quantum-safe security posture without rewriting critical applications or introducing high-risk platform changes. The crypto operating model for HPE Nonstop is changing HPE Nonstop systems power some of the world’s most demanding tr
NIPPON KINZOKU Launches Sample Supply of “Internally Polished Capillary Tubes” for High-Performance Analytical Instruments2.6.2026 10:01:00 CEST | Press release
- Achieving Internal Surface Roughness of Ra ≤ 0.2μm in Ultra-Small 0.30 mm ID Tubing - NIPPON KINZOKU CO., LTD. (TOKYO: 5491) (Headquarters: Minato-ku, Tokyo) announces the launch of a sample supply system for its "Internally Polished Capillary Tubes." This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260602111592/en/ Cross-section of the tube after polishing These tubes feature significantly enhanced internal smoothness in ultra-small sizes, realized through the development of the company’s proprietary internal polishing technology. We are currently proceeding with the design and construction of manufacturing equipment, aiming for mass production within fiscal year 2027. Background: Rising Demand for "Ultra-Small Diameter x Ultra-Smooth Internal Surfaces" We have previously developed high-precision, small-diameter tubes made of austenitic stainless steel with an internal diameter (ID) of 0.50mm and internal surface roughness
OPEX® Honored with Warehouse Automation Solution of the Year Award for First-of-its-Kind Cold Storage Solution2.6.2026 10:00:00 CEST | Press release
OPEX® Corporation, a global leader in Next Generation Automation providing innovative solutions for warehouse, document and mail automation, has been honored by Logistics Matters magazine with the 2026 Warehouse Solution of the Year Award. OPEX was recognized for the company’s first-of-its-kind, multi-temperature zone, multi-deep cold storage solution for automated warehouse fulfillment systems, enabled through a strategic technology partnership with cold chain commerce innovator Peltier. The collaboration introduced advanced, multi-temperature capabilities to OPEX’s industry-leading Perfect Pick® and Infinity® automated storage and retrieval systems (AS/RS) through the addition of the Peltier Tote™. “We’re deeply honored to receive such distinguished recognition by Logistics Matters magazine,” said Monty McVaugh, Head of Product, Warehouse Automation, OPEX. “By integrating Peltier’s tote technology into the existing framework of Perfect Pick and Infinity, OPEX can deliver a flexible,
Smartstream Launches Smart Agents for Back-Office Operations, Proven Across Tier 1 Pilots2.6.2026 09:55:00 CEST | Press release
Key Facts Smart Agents is now widely available to Smart Reconciliations clients, covering bank reconciliations, cash breaks, settlement exceptions, and post-trade investigations — combining client institutional knowledge with Smartstream’s domain expertise to deliver value from day one. Pilot results demonstrate a 97% reduction in investigation time per exception, from 14 minutes manually to 30 seconds, with Tier 1 clients projecting 50–70% automation in year one. Smart Agents surfaces the steps requiring human action and executes everything else autonomously — including counterparty and internal communications, available in assistive and autonomous operating modes with human-in-the-loop oversight, full audit trail, step-by-step explainability, complete data privacy, and intelligence that compounds continuously over time. Smartstream, a trusted data solutions provider for leading global financial institutions and enterprises, today announced the availability of Smart Agents, its agenti
ThetaRay Gamifies Financial Defense at Money20/20 Europe with a Compliance Twist on “Where’s Waldo”2.6.2026 09:30:00 CEST | Press release
With “Spot The Money Mule”, ThetaRay unites Agentic AI and public education to disrupt criminal recruitment; pushing for an ecosystem-wide stand against illicit finance. ThetaRay, a leader in AI infrastructure for financial crime compliance, today unveiledSpot The Money Mule at Money20/20 Europe. The high-speed online game is a compliance twist on "Where’s Waldo" for the AI age, designed to bridge the gap between complex banking infrastructure and the public’s role in stopping global crime. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260602629234/en/ The game challenges players to find a money mule hidden in plain sight across five buzzing everyday scenes, from the morning rush at an airport to the vibrant rows of a Dutch Tulip Festival. “In the AI age, the most dangerous threats are those that blend perfectly into the speed of our digital lives,” said Garima Chaudhary, VP Financial Crime & Compliance AI at ThetaRay. “In
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