Conviva Releases New Data on IGTV Growth, Performance and Share of Instagram
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/
Conviva's 2021 IGTV Benchmarks - Social Insights Report (Graphic: Business Wire)
“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.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
View source version on businesswire.com: https://www.businesswire.com/news/home/20210930005283/en/
Contact information
Paula Winkel, pwinkel@conviva.com
About Business Wire
For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.
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
Sharjah Hosts Inclusion International 18th World Congress 2025 ‘We Are Inclusion’ for the First Time, With 600 Participants From 74 Countries19.9.2025 20:07:00 EEST | Press release
Sharjah hosted the 18th edition of the World Congress 2025 “We Are Inclusion” for the first time in the Middle East and North Africa, under the patronage and in the presence of His Highness Sheikh Dr. Sultan bin Mohammed Al Qasimi, Supreme Council Member and Ruler of Sharjah. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250919788186/en/ Honorary Lifetime Membership certificate awarded to Sheikha Jameela bint Mohammed Al Qasimi by Inclusion International (Photo: AETOSWire) The event was held from September 15 - 17 at Expo Centre Sharjah, and organised by the Sharjah City for Humanitarian Services (SCHS) and Inclusion International, with support from the strategic partnership of the Sharjah Government Media Bureau. The congress brought together 152 speakers, including self-advocates, families, experts, and policymakers from 160 organisations across 74 countries, featuring 59 sessions, with 600 participants. During the event,
Estithmar Holding’s Listing on FTSE Mid Cap Index is Effective19.9.2025 18:02:00 EEST | Press release
As of September 18, The Qatar based Estithmar Holding Q.P.S.C. has been included in the FTSE Mid Cap Index following the September 2025 FTSE Global Equity Index Series (GEIS) Semi-Annual Review. Changes will be effective as of COB 18 Sep 2025.This inclusion reflects Estithmar Holding’s growing footprint in both regional and global markets, further strengthening its visibility among international investors and underlining its position as one of the region’s leading diversified public companies. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250919701856/en/ Estithmar Holding’s Listing on FTSE Mid Cap Index is Effective (Photo: AETOSWire) The FTSE Russell index is widely tracked by international institutional investors and asset managers, and Estithmar Holding’s inclusion is expected to broaden its investor base globally, resulting in significant investment flows. The move also contributes to improving the financial attractive
World-renowned Blood Transfusion Congress to Be Held in Yokohama in 202819.9.2025 18:00:00 EEST | Press release
The 2028 International Congress of the International Society of Blood Transfusion (ISBT 2028) will be held in Yokohama from June 4 to June 8, 2028. Organized collaboratively by ISBT and The Japan Society of Transfusion Medicine and Cell Therapy (JSTMCT), this marks the event’s return to Japan after 19 years, following three previous international (1960, 1996) and regional congresses (2009) held in the country. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250919907189/en/ YOKOHAMA JAPAN'S FIRST PORT OF CALL Working in partnership with the City of Yokohama and the Japan National Tourism Organization (JNTO), the Yokohama City Visitors Bureau (YCVB) and PACIFICO Yokohama supported JSTMCT’s successful bid to host ISBT 2028. The decision is testament to Japan’s advanced research capabilities, Yokohama’s convenient access and robust support infrastructure, and PACIFICO Yokohama’s outstanding reputation for hosting international c
LambdaTest Leads with First-to-Market Support for iPhone 17 Series on Real Devices19.9.2025 18:00:00 EEST | Press release
LambdaTest, the GenAI-native quality engineering platform, has announced the immediate availability of the iPhone 17 Series, including the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and the iPhone Air, on its Real Devices Platform, just hours after the official launch of Apple’s latest lineup. The addition of the iPhone 17 series further enhances LambdaTest’s already robust real device cloud, which spans thousands of iOS and Android devices. This expansion enables comprehensive cross-device and cross-OS testing at scale, ensuring developers can thoroughly test their mobile apps across a diverse range of real-world environments. “Once again, we’re the first to offer the latest iPhone models for real device testing,” said Asad Khan, CEO and Co-Founder of LambdaTest. “This launch is a testament to our commitment to providing the most up-to-date testing solutions for developers and testers. By ensuring immediate access to the iPhone 17 Series, we’re empowering teams to deliver exceptiona
OCP Announces Date of Second Quarter and First Half 2025 Earnings19.9.2025 15:30:00 EEST | Press release
OCP S.A. (“OCP” or the “Company”), a global leader in the fertilizer industry, will release its second quarter and first half 2025 results on Friday, September 26, 2025. The results will be available to holders of the Company’s bonds, qualified institutional buyers, securities analysts and market makers on the OCP Intralinks portal from 11:00 a.m. EDT, 4:00 p.m. Morocco and London time (GMT+1). OCP senior management will host a conference call to discuss second quarter and first half 2025 results at 12:00 p.m. EDT, 5:00 p.m. Morocco and London time (GMT+1) on Friday, September 26, 2025, for holders of the Company’s bonds, qualified institutional buyers, securities analysts and market makers. Eligible parties that have not already registered for access to the Intralinks portal may do so by contacting the Investor Relations Department by emailing g.laraki@ocpgroup.ma. About OCP OCP is a global leader in the fertilizer industry, backed by almost a century’s production history. OCP has exc
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