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Viewer loyalty impacted by video streaming quality

The quality of video resolution and playback affects viewer’s involvement with and loyalty to OTT video streaming services according to a new research from Akamai Technologies.

These findings emphasize how important it is to offer consistent, high-quality video for any OTT business model. Sensum, which is a third-party research firm conducted a study that suggests that viewers are put off by storylines that are emotive and have negative reactions to technical glitches like low-quality streaming instances like buffering irrespective of the brand or interest in the content.

As per the research, negative emotions increase 16 % whereas engagement decreases nearly 20% as a result of poor experiences. According to 76% of participants, issues like buffering acted as a deterrent for using the service in case such issues occurred several times.

Some other findings from the research:

Subscription video-on-demand (SVOD) brands lost the maximum engagement due to buffering and transactional video-on-demand (TVoD) brands lost most due to low-quality experiences.
Emotional storylines offered with high-resolution video content improve viewer engagement by more than 10%.

Some other interesting findings from the study:

Happiness drops 14% when buffering begins
Negative emotions (disgust and sadness) increase by an average of 8%
Surprise feelings increase by 27%
Attention drops by 3% and focus decreases by 8% Read More

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