Akamai Technologies has released a new study which shows that the quality of resolution and playing a video affect on the involvement and loyalty of viewers to stream video services Mr Ott (Over-The-Top). Processed by advanced biometric measuring instruments comprising skin conductance and facial coding, the results underscore the importance of video quality in any business model in October
According to the study conducted by Sensum on behalf of Akamai, a low-quality streaming or phenomena such as buffering, have a negative impact on viewers, who lose interest in the content and react negatively regardless of the brand or the interest shown towards initial that content. The study also reveals that, due to disappointing experiences of vision, negative emotions increase of 16%, while the involvement decreases by about 20%. 76% of respondents report that would end the use of a service if you experience problems such as repeated buffering.
“This unique study shows that no video streaming service provider can afford to offer low-quality,” said Ian Munford, Director of Product Marketing, Media Solutions, Akamai . “The online video market premium quality is extremely competitive. The competition is high and the cost of acquiring subscribers are increasing, which makes the elements of differentiation, such as the quality, the more important today than ever. Service providers can not take risks by providing streaming experience compromised by buffering or poor resolution. The must to avoid the loss of subscribers and the reduction of acquisition costs is the consistency of content with the offer promise and high quality “.
Here are other interesting findings of the study:
- For SVOD brand (Subscription Video on Demand) the decrease in involvement is mainly due to buffering, while TVOD models (Transactional Video on Demand) undergo a very negative impact on brand loyalty in case of supply of low-quality viewing experiences .
- The high-resolution video content emotional enhance the engagement of the audience of more than 10%
- When it starts buffering:
The cove satisfaction 14%
Negative emotions (disgust and sadness) increased on average by 8%
The feeling of amazement of the spectators increases of 27%
The focus falls by 3%, while the concentration of 8 %
The study, one of the most comprehensive of its kind, has made use of a wide variety of testing procedures, including the sensory responses, implicit and explicit, more than 1,200 participants based in the UK. All tests have fulfilled VQEG standard (Video Quality Experts Group) to prevent contamination of the results. Akamai has also created fictitious brand to exclude any pre-existing emotional association with business models and used the same content for all the brands in order to neutralize the impact of different types of content on the participants.