Online video that is interrupted for buffering purposes and playback that is slow to begin are the greatest sources of frustration. Sixty percent of frequent online video users (i.e., those who watch online videos at least once per week), are less likely to return to a site for video content if the viewing experience is poor, and close to half will seek their video content from a competing Website.
More than a quarter of those users went so far as to say they would be less likely to visit the poorly-performing Website again for any reason and that they would have a more negative overall perception of a site with poorly performing video content.
According to the study conducted by JupiterResearch, the consequences for a Website where video content underperforms are a significant loss in goodwill, return visitors and potential advertising revenues. As content owners and publishers invest seriously in broadband video as a means to increase advertising revenues, develop new revenue streams or create emotional connections with their brands (from short form clips to longer form, ‘high-definition’ video), having a technology partner that can provide stability, reliability and a consistently high quality end-user experience is critical to the success of those initiatives.
The survey also highlighted insight into the appetites of online video consumers. For instance, more than one-quarter of online consumers are interested in bandwidth-intensive video content such as full-length movies and TV programs viewed from their PCs. On the other hand, 42% of online consumers indicate they are less interested in online video content, because they prefer their TVs for a rich viewing experience. Video publishers must therefore focus their technology efforts on minimizing video download times and improving the viewing experience for this requested content, as any interest in long-format video is driven by an expectation of having a similar viewing experience to that of TV.
The study also suggests that online publishers must demonstrate a high quality video experience that is free of choppy playback or other quality issues. Therefore, it is critical that publishers seek technology solutions that bridge the gap between the PC and the TV to ensure a seamless PC viewing experience that rivals the TV viewing experience. Akamai works closely with leading online publishers – brands like MTV Networks, CNET and MySpace – to provide a platform for innovation that enables businesses to deliver rich media experiences, attract and retain their audiences, and build new revenue streams.
Find this article at: http://www.labnol.org/internet/video/the-success-of-web-video-depends-on-quality-and-content/1086/
