iWorld

How do viewers engage with OTT videos

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2017/06/23/ott.jpg?itok=uxuiTv5B

MUMBAI: Akamai Technologies, a cloud delivery platform, has released new research demonstrating how quality of video resolution and playback affects viewers' engagement with and loyalty to over-the-top (OTT) video streaming services. Conveyed through advanced biometric measurement tools including facial coding and skin conductance, the findings underscore the importance of delivering consistent, high-quality video across any OTT business model.

Akamai research measures viewers' physical and emotional reactions to buffering and low-quality video; shows disengaged viewers in both free and subscription-based (SVoD & AVoD) models.

According to the study conducted by third-party research firm Sensum, viewers disengage with emotive storylines and react negatively to low-quality streaming incidents like buffering regardless of the brand or interest in the content. The research shows negative emotions increase 16 per cent while engagement decreases nearly 20 per cent as a result of these poor experiences. The survey also demonstrates that 76 per cent of participants say they would stop using a service if issues such as buffering occurred several times.

"This unique research shows there is no place for low-quality video in any streaming business model," said Akamai director of product marketing, media solutions, Ian Munford.

"The premium online video market is extremely competitive; the battle for revenue share is intense and subscriber acquisition costs are increasing, making differentiators like quality of experience more important than ever. Service providers cannot take risks with streaming experiences that are compromised by low resolution or buffering. They must provide consistent, high-quality experiences to help retain subscribers and reduce acquisition costs."

The research also found:

Subscription video-on-demand (SVoD) brands lose the most engagement due to buffering while transactional video-on-demand (TVoD) models suffer the most negative impact to brand loyalty if delivering low-quality experiences.
High-resolution video content with emotive storylines improve viewer engagement by more than 10 per cent

When buffering begins:
Happiness drops 14 per cent
Negative emotions (disgust and sadness) increase by an average of eight per cent
Viewers' feeling of surprise increases 27 per cent
Attention drops by three per cent and focus decreases by eight per cent

The study, one of the most comprehensive of its nature ever conducted, used a variety of testing procedures including sensory, implicit and explicit responses from more than 1,200 participants. All tests carried out adhered to the Video Quality Experts Group (VQEG) standards to ensure results could not be contaminated. Akamai also created fictitious brands to remove any previous emotional association with the business models and used the same content across all the brands to nullify the impact of content type on the respondents.

Meanwhile, Kaltura, a video technology provider, and Akamai entered into an agreement to extend their Net Alliance partnership to combine the power of Akamai's Predictive Content Delivery with Kaltura's TV Platform. Leveraging Akamai's Predictive Content Delivery and CDN products, along with the Kaltura TV Platform's deep customer behavior and content consumption intelligence, the joint solution facilitates predictive on-device caching of content, using smart resource management to efficiently download content in the background while on a strong Wi-Fi connection. The content is downloaded based on each user's profile and history, and offered to the customer at any time for smooth offline viewing on any device regardless of network connection and quality. The solution is designed to allow video content providers to offer each user their preferred content with an excellent viewing experience.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/22/amazon.jpg?itok=6wIkDXEO
Amazon Prime Music ties up with Saregama

Amazon announced its partnership with Saregama to stream the label’s catalog of 117,000 tracks on Amazon Prime Music when the ad-free music streaming service launches in India.Saregama has one of the largest and the most coveted Indian music selections across multiple Indian languages. It offers a...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/22/hotstar.jpg?itok=IJq0RunE
Leaving a Job is never easy, Hotstar gives you the best ways to #QuitInStyle

In a field as exciting and opportunity-abundant as technology, a job that’s mediocre, mundane or downright mechanical just won’t cut it anymore. But, there’s never really an easy way to say goodbye. Is there? With its new #QuitInStyle series, Hotstar, India’s leading premium streaming platform,...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/20/FilmStruck.jpg?itok=er1h7VMN
Turner International announces SVOD service FilmStruck

MUMBAI: Turner International’s Digital Ventures & Innovation (DV&I) Group and Warner Bros Digital Networks (WBDN) have announced a joint venture to launch a new, multi-territory movie-streaming service called FilmStruck.

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/20/Mukesh-Ambani.jpg?itok=SLjRR2PE
RIL's Rs 2.35 lakh crore investments in Jio start to payoff

BENGALURU: Mukesh Dhirubhai Ambani-run Reliance Industries Ltd (RIL) has invested a massive amount of money into the largest start-up in the world–Reliance Jio Infocomm Ltd (Jio). The RIL financials for the quarter ended 31 December 2017 (Q3 2018, quarter under review) showed that its digital...

iWorld Telecom
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/inter_1.jpg?itok=e6sfDxjG
Intertrust and Jjadooz announce partnership to deliver virtual reality experiences to indian cinemas

Intertrust Technologies Corporation, the world’s leading provider of digital rights management and secure content delivery solutions, and Jadooz, a provider of Virtual Reality (VR) content, today announced a partnership to bring the first of its kind VR entertainment to cinemas in mid-size cities...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/RISHI.jpg?itok=2Yq_k4lB
Times Bridge invests in MUBI streaming service

MUMBAI: The investment arm of the Times of India group, Times Bridge, and Danish film-maker Nicolas Winding Refn have invested in specialty streaming service MUBI. The terms of the deal remain undisclosed but are understood to be similar to the revised arrangements under which China’s Huanxi Media...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/TiVo.jpg?itok=Y8Typygf
TiVo's new deal with Google includes YouTube TV

MUMBAI: TiVo Corporation, a global player in entertainment technology and audience insights, today announced that Google has expanded its multi-year patent licence agreement to include YouTube TV. The agreement covers Google’s use of TiVo’s patented technologies worldwide and offers a license for...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/18/mansi_0.jpg?itok=9wLb0g56
Viu set to launch musical drama spotlight 2 on 26th January

Viu, the premium video-on-demand platform by Vuclip, a PCCW media company announced the launch of Spotlight 2 making this a franchise of the successful Viu Originals series Spotlight. Presented in association with known writer and director Vikram Bhatt, the theme of the franchise is a running...

iWorld Over The Top Services
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/01/19/jacma.jpg?itok=4WrqCRhi
Alibaba's India OTT may launch in three months

According to a report by The Ken, Chinese ecommerce giant Alibaba has announced plans to launch an over-the-top (OTT) video service in India over the next three months. The service will be introduced in partnership with its Indian investee company Paytm and mobile Internet subsidiary UCWeb, the...

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories