Conviva, a company that provides video experience optimization solutions in partnership with top tier media companies and premium OTT video broadcasters and operators, recently shared findings from its report “How Consumers Judge their Viewing Experience”, highlighting that stream interruptions, inadequate picture fidelity and other poor streaming experience issues prompt nearly three-quarters of all OTT video viewers to give up in the first four minutes of playback.
The report, which was based on a survey conducted earlier this year with responses from 750 consumers aged between 26-34, the cohort that is most engaged with OTT video consumption, also revealed the following findings:
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Viewers report low tolerance for poor video experience: Only 25 percent of respondents would engage with video content for more than four minutes of an inferior viewing experience.
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Attachment to specific OTT services vacillates: One in three viewers leaves to find content elsewhere as soon as playback degradations occur and 40 percent reported reduced affinity for a service after one bad experience.
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Poor experiences on one device impact viewing across devices: Fewer than 16 percent of consumers would try watching on another device after a sub-par experience on their first attempted device.
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Consumers multiple parties are to blame: Viewers assign blame for poor experiences almost equally to the OTT service they are using, their ISP, and CDNs delivering the content.
Comviva's report is available for download at www.conviva.com/csr-2015/
Hui Zhang, CEO of Conviva
The stakes have never been higher. As content consumption moves away from the traditional TV-based model, broadcasters need to ensure their online platforms deliver a seamless experience regardless of the device used. Conviva helps the world’s top providers maximize video experiences and optimize engagement through metrics, analytics and preemptive optimization, which not only alert them to potential issues, but also avert those issues in real time during playback.
