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Online video audiences are famously intolerant to poor quality streaming. There are many distractions online, so if a video won’t play well they’re happy to go find something else to watch.
A recently released yearly report from stream optimization company Conviva quantifies just how much poor playback hurts online video publishers. According to the 2012 Viewer Experience Report, viewers are less patient than ever. In 2011, the company found that a one percent increase in the amount of time spent buffering during video-on-demand playback led to an average of three minutes less viewing time. In 2012, that number increased: now a one percent increase in VOD buffering leads to an average of eight minutes less viewing time.
Now that broadband is common, people expect TV-like experiences on their computers. They demand video that plays within seconds and never buffers.
Fast startup times are certainly not yet common, but Conviva finds that they really help keep viewers happy. The report says that viewers watch 250 percent more video when they have a great experience with fast startup. In fact, Conviva calls it the most important investment media companies can make if they want to keep their viewers watching.
For more results, download the full Viewer Experience Report for free from Conviva (registration required).
