Nearly a third of viewers will abandon a poor quality experience immediately, according to a new report from Conviva.
The report found that this is especially true when it comes to subscription-based services, paid-for services must be able to emulate traditional pay-TV on large screens (as well as smartphone or tablet) or risk losing paying customers. 84% of respondents said they would give a poor quality service at best a minute before moving on to the next thing.
Respondents were vocal about the importance of this over the content of the programme – 3 out of 10 viewers will abandon a poor quality experience immediately, regardless of the content of the programme.
“It’s clear that, while consumers are flocking to OTT video, they don’t want to be reminded they are watching online,” comments Hui Zhang, CEO of Conviva. “Slow start times, interruptions, poor picture quality – all have considerable implications for providers, in terms of subscription retention and content monetization.”