Conviva Releases New Data on IGTV Growth, Performance and Share of Instagram
30.9.2021 18:00:00 EEST | 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/
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
Acceleronix, IDEMIA Secure Transactions and Orange Announce Flexible, Single-SKU Manufacturing with Quantum-Safe IFPP4.11.2026 17:44:00 EET | Press release
Orange, one of the world’s leading telecom operators, has joined the global quantum-safe In-Factory Profile Provisioning (IFPP) program, jointly launched by Acceleronix and IDEMIA Secure Transactions at MWC Barcelona in February. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261104070181/en/ Acceleronix, IDEMIA Secure Transactions and Orange announce flexible, single-SKU manufacturing with quantum-safe IFPP The program enables device makers to build a single product for every market and connect it to the Orange network before it leaves the factory. Acceleronix and IDEMIA Secure Transactions will demonstrate the solution live at electronica 2026, the international electronics trade fair, at Messe München, Hall C2, Stand 601, from 10 to 13 November. Most connected devices share the same weak spot: provisioning and testing on the production line. In-Factory Profile Provisioning (IFPP) addresses this challenge by enabling conne
U.S. FDA Grants Priority Review to BeOne Medicines’ BRUKINSA Combination in First-Line Mantle Cell Lymphoma4.11.2026 16:13:00 EET | Press release
BeOne Medicines Ltd. (Nasdaq: ONC; HKEX: 06160; SSE: 688235), a global oncology company, today announced that the U.S. Food and Drug Administration (FDA) has accepted and granted Priority Review to the supplemental New Drug Application (sNDA) for BRUKINSA® (zanubrutinib) in combination with rituximab for the treatment of adult patients with previously untreated mantle cell lymphoma (MCL). The application is supported by data from the pivotal Phase 3 MANGROVE study, in which this chemotherapy-free regimen significantly reduced the risk of disease progression or death compared with standard chemoimmunotherapy. Full results from the MANGROVE study will be presented during the Plenary Scientific Session at the 68th American Society of Hematology (ASH) Annual Meeting on December 13, 2026. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261103605806/en/ BeOne Medicines' flagship U.S. manufacturing and clinical R&D facility at the P
Incyte to Present New Data Highlighting Progress Across its Hematology Portfolio at ASH 20264.11.2026 16:00:00 EET | Press release
Incyte (Nasdaq:INCY) today announced that new data highlighting progress across its hematology portfolio will be presented across more than 30 abstracts at the 2026 American Society of Hematology (ASH) Annual Meeting, to beheld December 12 – 15, 2026, in New Orleans. “Our ASH presentations demonstrate meaningful progress across our Hematology portfolio to advance novel treatment approaches for people with serious hematologic conditions,” said Pablo J. Cagnoni, M.D., President, Incyte and Global Head of Research and Development. "We are particularly encouraged by the continued clinical progress of INCA033989 in myelofibrosis (MF) and essential thrombocythemia (ET) and the data for latarcibart in von Willebrand disease (VWD) - data that support our goal of advancing differentiated medicines with the potential to meaningfully improve outcomes for patients." Details on key data presentations at ASH include: Oral Presentations INCA033989 (mutCALR) In JAK-Inhibitor Naive Patients with Myelof
Rimini Street Awarded CANUT Third-Party Maintenance Framework Agreement4.11.2026 16:00:00 EET | Press release
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 that it had been selected as the awardee of the third-party support service lots (TMA) by CANUT, the French public purchasing center specializing in digital technology and telecommunications. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20261104431817/en/ Rimini Street Awarded CANUT Third-Party Maintenance Framework Agreement Eligible public organizations subject to the French Public Procurement Code can now benefit from Rimini Street services for their Oracle, SAP, VMware and IBM environments, without having to go through a lengthy individual tender process. Through Rimini Support™, organizations gain access to a support alternative enabling them to significantly reduce their historical support costs, improve service quality and support respons
Zenitar Announces Initiation of International Randomized Study of Flonoltinib Maleate in Patients with Myelofibrosis and Related American Society of Hematology 2026 Meeting Presentations4.11.2026 16:00:00 EET | Press release
Chengdu Zenitar Biomedical Technology Co., Ltd. (Zenitar) is developing flonoltinib maleate (FM), a first-in-class oral JAK2/FLT3/CDK6 inhibitor for myeloproliferative neoplasms (MPNs), including myelofibrosis (MF) and polycythemia vera (PV). Zenitar launched randomized Phase 2 FM-MF-02 (NCT07750574) in the US, Canada and Brazil to select Phase 3 dose for JAKi-naïve and refractory MF. Randomized FMF-02 (NCT06457425) met its week-24 endpoints: superior SVR35 and TSS50 with FM 50/100mg versus ruxolitinib; previous data presented orally at ASH24 (#486) and ASH25 (#908). ASH 2026 presence covers FMF-02 long-term follow-up (oral presentation, #411, December 12, 4:30pm) and refractory PV Phase 2 data (poster, #3765, December 13, 6pm), both in Session 634. “Over the 15 years since the initial FDA approval of Ruxolitinib, JAKi have markedly improved the prognosis of many patients with MF. The long-term data show significant room for improvement for this key therapeutic class in terms of both e
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