There’s evidence that last Saturday’s Eurovision Song Contest has given a significant boost to streaming audiences.
Experts NPAW say that during the event plays surged by 28% compared to the previous 90 days, and Eurovision 2023 registered a 31% increase in plays compared to last year’s edition. Total playtime experienced a surge of 36% compared to the previous 90 days, marking a 34% increase from 2022. The numbers highlight the growing potential of Eurovision to captivate and connect with digital video audiences.
The increased engagement during Eurovision 2023 compared to the previous year can be attributed to several factors. Firstly, the contest’s growing popularity and the power of social media in driving interest and conversation around the event have played a significant role. Additionally, the high quality and production value of the performances, combined with the ease of access to streaming platforms, have contributed to the uptick in engagement.
When it comes to device preferences, a noticeable shift to smaller screens for consuming live content has been observed. PCs captured the largest share of total playtime with 41%, followed by smartphones at 25%, and TVs at 22%. Tablets recorded the lowest playtime share at 12%.
Given that Eurovision was available on the majority of public broadcasters, it’s logical that many viewers will have turned to ‘traditional’ television for the telecast.
Interestingly, compared to the 2022 edition, both TVs and PCs lost 6% in share, which was gained by tablets and smartphones. This shift towards smaller screens may be attributed to more people being on the move or following the contest on secondary household devices.
The convenience and portability of smartphones and tablets make them ideal for multitasking, enabling viewers to engage with the contest while simultaneously interacting with friends and family through social media or messaging apps. This dual-screen experience appears to be a driving factor behind the shift towards smaller screens.