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
Samsung Biologics Strike: Labor Union Warns of CDMO Supply Chain Risks Following Overwhelming Vote30.3.2026 12:52:00 EEST | Press release
The Samsung Biologics Labor Union (President: Jaesung Park), representing approximately 75% of the company's total employees, announced today that its members have overwhelmingly voted in favor of a strike, with 95.52% voting in favor on a 95.38% turnout during a voting period from March 24 to March 29. Following the Incheon Regional Labor Relations Commission's decision to cease mediation, the union has now secured the legal mandate to strike. The union stressed that this strike is not merely a wage dispute. It stems from deep structural concerns regarding the company’s ESG management, lack of operational autonomy, and passive labor relations. Primarily, the union highlighted unresolved corporate governance issues, including allegations concerning unfair labor practices and the unauthorized use of employee personal data, which were prominently reported by South Korea's major broadcaster, MBC, in November 2025. The union believes this crisis stems from management's failure to address r
The Premier Jumping League (PJL) Launches with a Record-Breaking $300 Million Guaranteed Prize Pot, Defining a New Era for Showjumping30.3.2026 12:00:00 EEST | Press release
The Premier Jumping League (PJL) launches with a record-breaking $300 million guaranteed prize pot, defining a new era for showjumping. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260330990938/en/ Photography credits: Daniel Benson for The Premier Jumping League/ Wieden+Kennedy London Backed by McCourt Global and its Executive Chairman, Frank McCourt, the PJL is a groundbreaking global competition that elevates high-performance riders and horses to their rightful place on the world stage. Built on merit, integrity, and excellence, the PJL brings together the world’s best athletes to compete for the biggest prize pot in the discipline’s history, helping to create a more resilient, long-term financial model for the sport. Represented by sixteen teams, the PJL will introduce an industry-first rider selection process from a pool of 250 of the world’s leading riders. World-class, immersive events will unfold across fourteen ic
Dompé Announces First Patient Enrolled in New Study of Intranasal NGF in Cerebral Palsy30.3.2026 12:00:00 EEST | Press release
Dompé, a leading biopharmaceutical company with operations in Italy and in the U.S., announced that the first patient has been enrolled at the Agostino Gemelli IRCCS University Hospital in Rome, Italy, in a Phase 2 investigational study of an intranasal form of Nerve Growth Factor (NGF) (Cenegermin-bkbj) for the treatment of spastic cerebral palsy (CP). On top of safety and tolerability, the study will evaluate improvements in daily functioning, quality of life, motor abilities, and neurodevelopmental measures of the Cenegermin-bkbj intranasal formulation. CP is the most common motor disability in childhood, caused by injury or changes during early brain development. The most prevalent form, spastic CP, leads to muscle stiffness and difficulty with movement.2 “Cerebral palsy is a devastating disease, and for patients and families there are still no proven treatments beyond supportive care,” said Marcello Allegretti, Chief Scientific Officer at Dompé. “With our emerging intranasal NGF p
IQM Secures €50M Financing to Accelerate Global Growth30.3.2026 09:00:00 EEST | Press release
IQM Finland Oy, a global leader in full-stack superconducting quantum computers (“IQM”, “IQM Quantum Computers” or the “Company”), today announced it has secured a €50 millionfinancing package from funds and accounts managed by BlackRock. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260329996942/en/ IQM Radiance quantum computer is located in IQM's showroom in Espoo, Finland. This facility will support acceleration of IQM’s technology roadmap, fuel R&D, support entry into additional markets, and advance IQM’s leadership in quantum computing. This facility was secured prior to IQM’s recent announcement of plans to become the first publicly listed European quantum computing company through a merger with Real Asset Acquisition Corp (“RAAQ”). The facility lowers IQM’s overall cost of capital and improves the flexibility and diversity of its capital base. “The financing package comes at a pivotal time for IQM, as we build momen
Bureau Veritas and Trade Technologies Join Forces to Streamline Global Trade Operations30.3.2026 08:45:00 EEST | Press release
Bureau Veritas, a global leader in Testing, Inspection, and Certification services (TIC), through its Swiss branch Government Services Division, is pleased to announce a strategic agreement with Trade Technologies, the leading provider of trade finance automation, connectivity and transaction management services. This collaboration is a significant step toward reducing the complexities of international trade operations, particularly in regions where regulatory and inspection controls remain stringent. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260329411683/en/ Addressing Critical Trade Finance Challenges The agreement comes at a pivotal time for global trade. Letters of Credit (LCs) continue to serve as essential instruments in international commerce, particularly across the Middle East and Africa, where counterparty risk, foreign exchange controls, sanctions exposure, and regulatory oversight face ongoing challenges. 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