“30% of viewing” I think clearly means either time played or items played. I’ve never worked with a data team that would possibly write that and mean users.

If it was a stat about users they’d say “of users”, “of members”, “of active watchers”, or similar. If they wanted to be ambiguous they’d say “has reached 30% adoption” or something.

Agreed, but this is the internet, the ultimate domain of pedantry, and they didn't say it explicitly, so I'm not going to put words in their mouth just to have a circular discussion about why I'm claiming they said something they didn't technically say, which is why I asked "Where did it say that" at the very top.

Also, either way, my point was and still stands: it doesn't say 30% of devices have hardware encoding.