OTT Consumers’ Patience, Loyalty Tightly Tied to Viewing Experience, Conviva Report Finds
March 26, 2015
75% of Viewers Abandon Poor Video Experiences within 4 Minutes, Place Blame across Service Providers, Device Platforms and ISPs
SAN MATEO, Calif. – March 26, 2015— Conviva, the leader in Over the Top (OTT) video experience optimization for the world’s top media companies, today released the findings of its inaugural report, which found that stream interruptions, inadequate picture fidelity and other poor streaming experience issues prompt nearly three-quarters of all OTT video viewers to give up in the first four minutes of playback. The report, “How Consumers Judge their Viewing Experience” reveals the steep challenges OTT service providers, Internet Service Providers (ISPs) and Content Delivery Networks (CDNs) face in today’s shifting broadcast consumption landscape.
“The stakes have never been higher,” said 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. Conviva helps the world’s top providers maximize video experiences and optimize engagement through metrics, analytics and preemptive optimization, which not only alert them to potential issues, but also avert those issues in real time during playback.”
Key findings of the survey include:
- Viewers report low tolerance for poor video experience: Only 25 percent of respondents would engage with video content for more than four minutes of an inferior viewing experience.
- Attachment to specific OTT services vacillates: One in three viewers leaves to find content elsewhere as soon as playback degradations occur and 40 percent reported reduced affinity for a service after one bad experience.
- Poor experiences on one device impact viewing across devices: Fewer than 16 percent of consumers would try watching on another device after a sub-par experience on their first attempted device.
- Consumers multiple parties are to blame: Viewers assign blame for poor experiences almost equally to the OTT service they are using, their ISP, and CDNs delivering the content.
Conviva conducted the survey in early 2015, interviewing 750 consumers that fell within the key demographic of OTT viewers ages 26-34. To download the full report, visit www.conviva.com/csr-2015/
Conviva partners with top tier media companies and premium OTT video broadcasters and operators like HBO, Sky, and Foxtel to deliver optimized viewing experiences that maximize customer engagement. The Conviva Intelligent Control Platform helps providers meet and exceed ever-changing audience expectations for video experience, across a multi-screen viewing environment. Using a unique real-time map of the Internet video delivery ecosystem, the platform provides 360-degree visibility across all users, maximizes picture fidelity, and eliminates playback delays and interruptions. Multi-dimensional reports and analyses of the top tier OTT market, based on Conviva’s tracking of 50 billions streams annually, enable data-driven decisions, supporting successful development of market-leading services. Conviva is based in Silicon Valley, with offices in New York and London.