CAMBRIDGE, Mass., June 21, 2017 /PRNewswire/ -- Akamai
Technologies, Inc. (NASDAQ: AKAM), the world's largest and most
trusted cloud delivery platform, today 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.
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 percent while engagement
decreases nearly 20 percent as a result of these poor experiences.
The survey also demonstrates that 76 percent 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 Ian Munford, director of product marketing,
media solutions, at Akamai. "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 percent
- When buffering begins:
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- Happiness drops 14 percent
- Negative emotions (disgust and sadness) increase by an average
of 8 percent
- Viewers' feeling of surprise increases 27 percent
- Attention drops by 3 percent and focus decreases by 8
percent
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.
To download the white paper, "The Science Behind How our Bodies
React to Video Quality," please visit
https://www.akamai.com/sensum.
About Akamai
As the world's largest and most trusted
cloud delivery platform, Akamai makes it easier for its customers
to provide the best and most secure digital experiences on any
device, anytime, anywhere. Akamai's massively distributed platform
is unparalleled in scale with over 200,000 servers across 130
countries, giving customers superior performance and threat
protection. Akamai's portfolio of web and mobile performance, cloud
security, enterprise access, and video delivery solutions are
supported by exceptional customer service and 24/7 monitoring. To
learn why the top financial institutions, e-commerce leaders, media
& entertainment providers, and government organizations trust
Akamai please visit www.akamai.com, blogs.akamai.com, or @Akamai on
Twitter.
Contacts:
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Chris
Nicholson
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Tom Barth
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Media
Relations
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Investor Relations
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617-444-2987
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617-274-7130
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cnichols@akamai.com
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tbarth@akamai.com
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To view the original version on PR Newswire,
visit:http://www.prnewswire.com/news-releases/new-study-quality-of-ott-video-streaming-experiences-directly-tied-to-viewer-loyalty-service-provider-success-300475918.html
SOURCE Akamai Technologies, Inc.