July 13th Webinar: The High Cost of Low-Quality Video Experiences

  • Features nScreenMedia's Colin Dixon, and Representatives from Sinclairand Verizon Digital Media Services

32% of smartphone streamers abandon session every other time

New data shows that premium online video quality isn't measuring up to expectations. 86% expect a high quality viewing experience from every screen, and many aren’t getting it.

According to a new report from Verizon Digital Media Services (VDMS), created in collaboration with nScreenMedia, more consumers than ever are watching premium video on all their devices.* The average US adult with broadband and a mobile data plan is watching 14 hours of streamed video a week. This time is spread across all of the connected devices at a consumer’s disposal. On average consumers watch 34% of this streamed video on the connected TV, and 29% on the PC. Given that consumers were asked primarily about premium video services; it is amazing that 37% is viewed on mobile devices.

Typical viewing sessions for SVOD and TV Everywhere services like Netflix, Hulu and HBO Go are very long, even on smartphones. For example, on mobile nearly half of viewing sessions are over 31 minutes in length. The average viewing session on mobile is 59 minutes. While this might sound extraordinary, it is borne out by Verizon’s own data. The company handles the streaming duties for TV providers such as Disney/ABC. VDMS reports seeing average Android viewing sessions of 63 minutes, and iOS sessions of 62 minutes in May of this year.

These findings suggest that once a consumer decides to watch on a particular device she watches the whole show. In many cases, she will continue to watch another episode or show in the same viewing session.

Despite the fact that 86% expect TV quality experiences from their devices, many are not getting it. Mobile devices are particularly affected by viewing problems. Nearly a third of consumers say they abandon a viewing session on a smartphone at least every other time they watch because of poor quality. The connected TV seems to provide a more consistent experience, though even there 20% say they abandoned a session at least every other time they watched.

These poor-quality experiences have a disastrous impact on viewing times. Survey participants were asked to think about the last time they abandoned a viewing session. They estimated how long they watched for in that session. On mobile devices, they watched just 13 minutes before giving up. That is 78% less than the average unimpaired session length.

The worst problem consumers typically encounter is when the video freezes. This is called a buffering event. Primetime is typically when most people are watching TV, even when watching online. It is then that buffering is at its worst. VDMS reports that for some CDNs as many as 6% of streaming sessions experience more than 2 buffering events.

How does poor streaming performance impact an online video provider’s bottom line? If the service includes ads, VDMS says 25% or more revenue is being lost due to poor streaming quality.

To learn more about this data, you should sign up for the free webinar The High Cost of Low-Quality Video Experiences, on July 13th at 10AM Pacific. You will hear senior executives from Sinclair and VDMS discuss the data and its real-world impact with nScreenMedia’s Colin Dixon.

Why it matters

Consumers are spending 14 hours a week streaming video to all their devices.

OVPs are relying on delivering, and consumers expect to receive, TV-like experiences online.

Many are not getting it, and it is having a devastating impact on the bottom line of service providers.

*VDMS fielded its survey to 1007 US adult consumers with broadband and mobile data in April 2016.

 

Region: 
North America