Welcome to the first NPAW video blog “NPAWering Online Video”! In this article, we are going to elaborate on what Lucas discussed in “Optimizing QoE.” The market for OTT and live video is expanding rapidly, with relationships among content providers growing increasingly more competitive. Audience preferences and expectations have been evolving too, and have arrived at the point where, as Lucas said, “viewers are demanding the same video quality that conventional television offers” – emphasis on the ‘same’.
Today, Quality of Experience (QoE), is among the most important challenges video providers face regarding audience perception of a video playback. Regardless of whether the end user has logged onto their computer, or opened an app, if they are watching any video content, it better come disruption free. Buffering events, lag-time, and other delivery imperfections cause heightened, but avoidable, churn and abandonment rates. This is why it is crucial for online video providers to monitor and collect detailed information relevant to the QoE an audience experiences during their playback.
There is no excuse for OTTs, Broadcasters, and other providers of video content not to exceed the ever higher standards audiences are setting for online content, especially when there are solutions available, specifically designed to help ascertain this goal. Investing in technology capable of gathering and processing playback information in real time is the best way to monitor the “video supply chain”, asses the “road” for disturbance causing abnormalities, and, if necessary, “redirect traffic” to prevent audiences from cutting short their view time.
They best way to attract new audiences is by at least meeting, ideally surpassing, the expectations of existing audiences. Minimizing delivery imperfections can increase viewing duration, which increases audience engagement and loyalty. After that, it is very likely consumer satisfaction will perpetuate a positive brand reputation, and consequently, the recognition and notoriety associated with same.
However, it all begins with a simple question – how do video providers currently serve their audience, and what can be done to improve it? For these, and many other reasons, the constant improvement of a user’s QoE must be held paramount for companies interested in growing and developing their service. Possessing an understanding of how to tailor playbacks to the end user with the assistance of a technology capable of real time data collection and processing, regardless of device, operating system, location, etc., is essential. Remember, content distributors are only as strong as the satisfaction of their audience. How do you fare?
Just another thing to think about from us here at NPAW.
James Noeker on July 13th 2016
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