Improved OTT user experience, increased devices boost video worldwide, reports find

Grabbing a viewer’s attention and keeping them engaged is becoming all-important for online video industry players, two new studies from Tremor Video and Conviva have found.

According to Conviva, the key to user engagement is quality of experience, something it said improved between 2014 and 2015. In its second annual Viewer Experience Report, the OTT optimization service provider found that picture fidelity of over-the-top video is climbing, with bitrates worldwide improving 19 percent since the beginning of 2015. Video start failures have fallen to a four-year low of 2.0 percent.