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VisualOn: 2016 Online Video Industry Predictions

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Managing QoS and Measurement in the Realm of Multiscreen

TV-everywhere (TVE) and the Over the Top (OTT) operators are targeting all device end points for maximum reach. These include mobile handsets, tablets, desktops, streaming devices, game consoles, smart TVs and much more. There  is no clear distinction between traditional TV, desktop/online viewing and or viewing over mobile networks. Every available screen is a potential video consumption end point. One of the greatest challenges that content providers face today is the ability to deliver content reliably and extract actionable insights in terms of client side analytics at all device end points. Most audiences often watch content anywhere and on any device that are beyond traditional means of measurement.

With the vast array of devices available to play streaming video content, each with their own OS flavors, supported streaming protocols and file formats, a device based strategy is required to overcome the challenges of delivering quality playback, and enabling appropriate measurement at these device end points. The native player framework that is part of the media stack on these devices, are not purpose-built for measurement.

There will never be a standard in the near term for a cross platform measurement tool that extracts data at a deep level within the device. In order to support a good quality of service, multi-media players need to extract four levels of key performance indicators, namely network, device, player, and framework. Software based client side frameworks that support cross platform feature parity and enable device side data capture and export, enable measurement across platforms and manage QOS are required. OTT and TVE operators can use such tools in pre-production to optimize their workflows, and in production to monitor QOS at all device end points.

We believe that in 2016 client-centric analytics capture for QOS, measurement, and behavioral tracking will become the norm.

See the rest of 2016's Executive Predictions in "Related Articles" below, or you can download the entire batch as a PDF.

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2016 Online Video Predictions: An Introduction

Leading online video industry executives share their insights into what to expect in 2016