18% of Video Plays End in Failure, Says Conviva Year-End Report
The online video industry missed out on billions of hours of playing time thanks to failed play attempts. Video optimization company Conviva has released its 2017 OTT Streaming Market Year in Review, and the results are eye-opening. Out of the 47.1 billion attempted plays that Conviva oversaw in 2017, 17.7 percent didn't start. Breaking that down, 3.6 percent experienced video start failures and 14.1 percent exited before the video started. That means there were 8.3 billion unsuccessful attempts to watch a video.
"These 8.3 billion lost attempts could have driven 2.6 billion more viewing hours for the OTT market in 2017!" the report says.
In 2017, videos took an average of 4.84 seconds to start, which is a 23 percent improvement over 2016.
Viewers experienced an average 0.95 percent rebuffering ratio in 2017, showing how much time they spent waiting when they wanted to be watching. Conviva data shows that a 0.2 percent increase in rebuffering leads to a reduced play time of almost 8 minutes.
Conviva's report analyzes connections for viewers around the world who streamed 12.6 billion hours of video in 2017. That figure shows a 100 percent growth rate over the previous year. Read Conviva's blog post for the full data (no registration required).
Publishers can set the module to notify outside partners of QoE problems, automating a process now done by technicians and engineers.
Viewing hours are way up and so is quality. While major events like the World Cup drove live views, Conviva sees a few quality issues remaining.
Android devices and app-based viewing saw big surges last quarter, as viewers embrace the "appification" of TV.
As streaming quality becomes crucial to the OTT video industry, a report finds a lack of standardization and established benchmarks.
Artificial intelligence will play a key role in the company's future success, Conviva believes, helping it stand apart from its competition.
Targeting demographic profiles is effective, but targeting engaged viewers and shoppers is bound to be much stronger. Conviva lays the groundwork for 2016.