The quality of video resolution and playback affects viewers engagement with and loyalty to video streaming services, a new study said. According to the content delivery network services company Akamai Technologies, viewers disengage with emotive storylines and react negatively to low-quality streaming incidents like buffering regardless of the brand or interest in the content. Also Read - Jeff Bezos, Elon Musk to enter India's broadband market with satellite internet servicesAlso Read - Internet to stop working for select users from today: Why, who will be affected, what to do?
The research showed that negative emotions increase 16 percent while engagement decreases nearly 20 percent as a result of poor streaming experiences.
Nearly 76 percent of participants said 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, Akamai.
The research found that subscription video-on-demand brands lose the most engagement due to buffering while transactional video-on-demand models suffer the most negative impact to brand loyalty if delivering low-quality experiences. “The premium online video market is extremely competitive; the battle for revenue share is intense and subscriber acquisition costs are increasing, making differentiators like the quality of experience more important than ever,” said Munford. ALOS READ: Facebook takes on YouTube with its new video streaming app
The study was conducted by research firm Sensum for Akamai.