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
Organon Completes Divestiture of JADA ® System to Laborie28.1.2026 19:45:00 EET | Press release
Organon (NYSE: OGN), a global healthcare company with a mission to deliver impactful medicines and solutions for a healthier every day, announced today the successful closing of the sale of its JADA® System to Laborie Medical Technologies Corp. Please see our prior announcement for a summary of the transaction terms. Indications for Use The JADA® System is intended to provide control and treatment of abnormal postpartum uterine bleeding or hemorrhage when conservative management is warranted. Contraindications Ongoing intrauterine pregnancy Untreated uterine rupture Unresolved uterine inversion Current cervical cancer Known uterine anomaly Current purulent infection of vagina, cervix, or uterus For C-sections: Cervix <3 cm dilated before use of JADA Warnings Avoid excessive force when inserting JADA into the uterus or trauma to uterine wall may occur, including perforation. The safety and effectiveness of the JADA System in delivery at a gestational age <34 weeks or, if multiples, uter
Laserfiche Expands AI Data Capture with Auto-Classification to Transform Data into Business Intelligence28.1.2026 17:00:00 EET | Press release
Laserfiche — the leading SaaS provider of intelligent content management — today announced major enhancements to its AI-powered data extraction tool, Smart Fields. The update introduces automated document classification and tagging, allowing organizations to move from unstructured content to informed decisions in seconds. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260128228490/en/ Using natural language prompts instead of rigid, ruled-based OCR, Smart Fields can now identify document type — such as invoices, taxpayer identification forms, or student transcripts — and automatically apply the correct metadata template using AI. Users can also use Smart Fields to automatically add informational and security tags to files that meet certain criteria, defined using a natural language prompt. Users can capture key details, route documents, and apply the proper metadata tags instantly and at scale. “Success in today’s AI-driven
Andersen Consulting Adds Collaborating Firm HaystackID28.1.2026 16:30:00 EET | Press release
Andersen Consulting strengthens its cybersecurity and technology capabilities through a Collaboration Agreement with HaystackID, a U.S.-based provider of eDiscovery, legal data, and cyber discovery services. Founded in 2011, HaystackID works closely with law firms, corporations, and governmental agencies to manage complex, data-intensive legal matters, including civil litigation, regulatory inquiries, and internal investigations. The firm delivers end-to-end litigation support through cyber discovery, digital forensics, managed review, compliance, and information governance services, enabling clients to identify, analyze, and defensibly produce critical data. Leveraging proprietary AI-driven platforms and expert-led review teams, HaystackID supports clients across North America and Europe, including Fortune 100 companies. “As legal and regulatory environments become more data-driven and time-sensitive, we continue to evolve our litigation support capabilities, from advanced analytics a
Intersolar Africa 2026 to Position Nairobi as East Africa’s Key Hub for Solar and Energy Storage28.1.2026 16:20:00 EET | Press release
East Africa is emerging as one of the world’s most dynamic regions for solar power and battery storage. On 3–4 February 2026, Intersolar Africa will take place at the Sarit Expo Centre in Nairobi, expanding from the successful Intersolar Summit Africa in 2025 into a full international exhibition and conference. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260128955267/en/ Intersolar Africa will take place on February 3-4 in Nairobi. East Africa’s Energy Market and Opportunities Rapid population growth, industrialization, and rising electricity demand are putting pressure on power systems across East Africa. Limited generation capacity, grid instability, and high electricity costs constrain economic growth. Solar photovoltaics combined with energy storage have emerged as the most cost-effective and scalable solution to expand capacity, stabilize supply, and strengthen long-term energy security for businesses and communities
Reply and the University of Milan Launch Experimental Research on Biological Computing Based on Cortical Labs’ CL1 Platform28.1.2026 16:10:00 EET | Press release
Reply [EXM, STAR: REY] today announced the start of a collaboration with the Department of Pathophysiology and Transplantation of the University of Milan, together with the “Centro Dino Ferrari” of the University of Milan - Ospedale Policlinico, for a new research and experimental initiative in the field of biological computing. The project aims to explore innovative approaches to learning and information processing through the integration of biological systems and digital technologies. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260128715625/en/ This initiative represents the starting point of an advanced research programme aimed at exploring new computational paradigms. At the core of the initiative is the CL1 biological computer developed by Cortical Labs, an Australian biotechnology company. Unlike conventional silicon-based computing architectures, this technology leverages the processing capabilities of living human
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