75% of Viewers Leave Poor-Quality Video in 4 Minutes: Conviva

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According to a survey conducted by Conviva, 75 percent of online video viewers will stop watching a video within 4 minutes if the experience is poor. Only 25 percent will go longer than 4 minutes.

Conviva's business is optimizing delivery for premium video broadcasters, discovering bottlenecks and avoiding them before problems occur. It counts HBO, Sky, and Foxtel as customers.

When viewers encounter poor-quality video, one-third leave the site to look for video elsewhere, Conviva says. Poor video also degrades a publisher's reputation: 40 percent report having reduced affinity for a service after just one poor video experience.

Conviva asked consumers where they put the blame for poor-quality video. The answers were divided almost equally between the OTT service, their ISP, and the CDN delivering the video.

“The stakes have never been higher,” says Hui Zhang, CEO of Conviva. “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."

The survey questioned 750 consumers between the ages of 26 and 34, and was conduced earlier this year. Survey results are detailed in the report “How Consumers Judge their Viewing Experience," which is available for free download (registration required).

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