Why live video and infrastructure are dictating the audience experience

Analysis from 2015’s Connected TV Summit

For the sixth year running, the Connected TV Summit came to London. The two day event brought together leaders in OTT, PayTV, and broadcasting to talk about the latest industry issues.

In this post, we dive into the points that really excited us and will shape our vision for the coming year.

Live video accounts for 30% of non-TV streaming as audiences want ‘lean-back’ experiences

Paul Kanareck from ITV demonstrated that 30% of usage on non-TV devices is for live streaming. This makes perfect sense to us. For example, have you ever signed into an OTT service to spend 15 – 20 minutes hunting for that perfect film, TV show or sports content?

A live stream, along with VOD, can really give your users a huge amount of choice and it appeals to cord cutters.

We’ve seen this model work well for Liverpool FC, where their audience can tune into the live television stream or catch up on demand.

Recommend content and autoplay videos

Our platform can capture data about your audiences’ viewing habits, and improve their experience with recommended videos. This promotes the same ‘lean-back’ experience that traditional television offers.

With the addition of pre-roll, and post-roll adverts, you can ensure that your audience receive a tailored video experience and improve your ad revenue.

Internet speed and wi-fi coverage is the biggest driver of OTT growth

We’re always talking about video and content delivery for the provider, but underneath all of that is the very necessary topic of internet speed and wi-fi coverage.

Last week, it was reported that the UK has the fastest 3G and 4G internet in the world.

This could also suggest the huge rise in mobile and tablet video viewing. Business Insider’s report on mobile video growth shows 15% of all online video hours globally are viewed on tablets and smartphones.

Unfortunately, blazing-fast mobile speeds aren’t the case everywhere. What can a streaming provider do about this to maximise their reach both at home and on mobile?

Adaptive streaming

When your audience are viewing video on a slow connection, they’ll often be greeted by the dreaded buffering animation. And when the video’s buffering, audiences will tune out – leaving your website or video in the dust.

With adaptive streaming, you can automatically choose the best video quality based on your viewer. They’ll have a much better time viewing your video. And if they move into a location with better coverage, the stream will step up the quality in real time.

Each year, we learn a little more about this growing industry from events like this. Audience engagement changes as new technologies hit the scene, and we should always become in tune with the customers. StreamAMG provided the webcasting services for the event, working with Kings Place’s production team.