One in five viewers will abandon poor experiences immediately, regardless of genre. Furthermore, following a poor experience, one in five will never return to that service.
On the flipside, meanwhile, ninety percent of respondents choose to return to services that deliver a superior experience
Such are the results of Conviva’s OTT: Beyond Entertainment Survey Report, which examines how the quality of a viewer’s streaming experience impacts their viewing habits across several video genres, including entertainment, news/information, education, self-improvement and product research.
The report also highlights the varied tolerances different age groups demonstrate to low quality viewing experiences.
“Quality of experience is just as important as quality of content,” said Dr. Hui Zhang, CEO of Conviva. “Today’s most successful providers know how to use the actionable insights provided by Conviva data to deliver the very best possible experience. Although 83 percent of viewers will exhibit some patience waiting for an improvement in the playback picture, no service can afford to lose 17 percent of its audience based purely on lower-than-expected quality of experience.”