Conviva, the global leader in preemptive video stream optimization, today released its landmark Viewer Experience Report, detailing the state of online video quality and how it impacts viewer behavior to drive profitability. The report is based on 22.6 billion worldwide video streams analyzed throughout 2012.
Poor quality is costly
According to Conviva’s engagement metrics, global content brands could have captured an additional $2.16 billion in revenue for 2012 had they improved the viewer experience. And without a shift to higher quality, content brands will miss out on an additional $20 billion through 2017 due to poor quality video streams that directly impact viewer engagement.
Poor quality is pervasive
In 2012, roughly 60% of all streams experienced quality degradations, including:
- 20.6% of streams that were impacted by buffering,
- 19.5% of streams that were impacted by slow video startup time,
- 40% of streams that were impacted by low-resolution picture due to low bitrates.
Viewers are less tolerant
In 2011, a 1% increase in the amount of time spent buffering during VOD content led to three minutes less of viewing time. Today, that same 1% increase leads to an eight-minute loss in viewing time—an increase of 166%.
“Viewers are becoming increasing less tolerant of a poor viewing experience when streaming online content,” explained Darren Feher, CEO Conviva. “Shockingly, content providers have little to no visibility into how frequently this intolerance occurs—a crazy premise when you consider how deeply these viewers affect their daily economics. In the war for audience engagement, the companies that focus on providing exceptional content within a quality experience—one without buffering, with a quick video start time and high visual resolution—will amplify viewer engagement and ultimately be the most profitable.”
Improving quality is a critical investment
Viewers watch 250% more when they have an optimal experience with fast startup, little to no buffering and a high-sustained bitrate for high resolution and visual clarity. This may be the single most important investment media companies can make to keep viewers watching.
Three steps to quality
Sites that see the highest viewer engagement have implemented key strategies into their digital media business:
- Real-time viewer measurement
- Preemptive stream adjustment
- Network quality mapping
The findings in the Viewer Experience Report are critical for content providers who are investing in their 2013 digital media strategies.
“Online video providers know that consumers have a low tolerance for problems with playback. Their problem is understanding exactly what the boundaries are,” warned Colin Dixon, founder and chief analyst of nScreenMedia. “The data from Conviva lays bare how little margin for error providers have before their viewers move on.”
In addition to detailing today’s viewer experience, the report showcases best of breed content sites and details what these providers are doing differently and the significant increase in engagement they see.
The complete Viewer Experience Report can be downloaded directly from Conviva at www.conviva.com/VXR.
About the Viewer experience Report
During 2012, Conviva analyzed, in real time 22.6 billion video streams from viewers in more than 190 countries watching content on more than 150 of the most recognizable video sites in the world. Recording detailed, up-to-the-second information on each and every viewer’s experience during every viewing session, Conviva offers an unparalleled view into the trends and habits of today’s online video viewer and more importantly, the direct correlation between quality, viewer engagement and profitability.
Conviva is the global leader in preemptive video stream optimization and viewer analytics, ensuring the best viewing experience for leading media brands. By providing an ideal experience without buffering and stuttering, Conviva keeps viewers watching and increases engagement and monetization. Our clients include the world's leading media, sports and entertainment brands such as HBO, ESPN, VEVO, MLB, NBCU, Turner and ABC. Conviva is based in Silicon Valley, with offices in New York and London. For more information visit conviva.com.