Based on a UK consumer study, Conviva, the OTT experience optimization specialist, has concluded that viewers of streaming video are looking for a TV-like experience and will quickly abandon their show if the spell is broken and they are reminded they are actually online. This is especially true when it comes to subscription-based services
Paid-for online video must be able to emulate traditional Pay TV on large screens, as well as smartphone or tablet, or risk losing paying customers, Conviva warns. 84% of respondents said they would give a poor quality service one minute, at most, before moving on to the next thing.
Respondents were vocal about the importance of the viewing experience over the content of the programme; three out of ten viewers will abandon a poor quality experience immediately, regardless of the programme. But if you get the viewing experience right, choice will be the defining factor for success. Once a service is selected, three out of ten subscribers look at the breadth of the content library as the key reason to stay or churn, the study found.
Conviva provides the Conviva Intelligent Control Platform to monitor and proactively manage OTT and multiscreen viewing to ensure a good experience. Customers include HBO, Sky and Foxtel.
Hui Zhang, CEO of Conviva says, “The stakes have never been higher. It is clear that, while consumers are flocking to OTT video, they do not want to be reminded they are watching online. Slow start times, interruptions, poor picture quality – all have considerable implications for providers in terms of subscription retention and content monetization.
“As content consumption moves away from the traditional TV-based model, broadcasters need to ensure their online platforms deliver a seamless experience regardless of the device used,†Zhang continues. “Don’t break the spell and take consumers away from the TV experience. Deliver compelling, broadcast-quality experiences, increase engagement and the dollars will follow.’
