Conviva Leadership
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Despite 2012 being an annus mirabilis for online TV and online video in the UK thanks principally to the Olympics and Euro 2012, only a quarter of services were delivered at optimal quality, research from Conviva suggests.
Moreover, the Conviva’s 2013 Viewer Experience Report makes clear that despite the fact that the UK’s online viewing population is maturing, streaming content at least once a day — with 60% watching on either a tablet or mobile — viewers will lose patience with an experience that is less than TV-quality.
And this experience is not just for a small few. The research reveals that almost a third (31%) of UK viewers experienced playback issues over the last 12 months. Inconvenience aside, there are clear business reasons for doing this: viewers watch 250% more when they have an optimal experience defined as fast start-up, little to no buffering and a high-sustained bitrate for high resolution and visual clarity. In 2011 a 1% increase in buffering resulted in three minutes less of viewing time per view of long-form content. By 2012, that identical 1% increase led to eight minutes lost in viewing time per view for similar content.
Conviva suggests that by eliminating buffering and improving video quality across all devices, a typical premium long form video-on-demand (VOD) provider, with ten million views per month, should increase revenue by just under £1.9 million monthly.
“The opportunity for online video publishers and operators is unprecedented as the number of viewers watching streamed content is growing each month, especially premium and paid-for video,” commented Dr Hui Zhang, co-founder and CEO of Conviva Zhang.
“By establishing an optimal viewer experience and arming publishers with quality of experience (QoE) data, we can help them leverage revenue opportunities and grow audience numbers … Content owners in the UK must address quality quickly in order to maximise revenue opportunities and remain competitive in a dramatically changing digital viewer landscape where content, quality, mobile and connected TV rule.”
