You’ve heard the line--the food’s not good, but the portions are large.
A report from the growing San Francisco performance analyticsfirm Mux that charted viewer attitudes about video streaming comes up with a similar finding: Viewers are not so very critical of the quality of the video they receive. But they hate to be keptwaiting or be buffered to death.
Mux quizzed over 1,000consumers from 18 to 44, and determined that the quality of the video is the least likely reason they’ll quit watching. I should quickly point out more than half (57.3%)will still go away if the picture quality is miserable, but by comparison, that’s pretty good.
Far more of a buzzkill is everything else that can happen: 47% are“frustrated” by videos that stall or rebuffer and 85% have quit watching because of it; 19.9% are driven up a wall by videos that fail on playback or show an error message; and 18.8% areirked by videos that are slow to load and start--and 85% have quit trying when it happens, too.
Only 14.3% are actually frustrated by a bad picture-- as long as there issome kind of picture, apparently.
Altogether nearly 93% have abandoned a video because of some hassle actually playing it/seeing it.
These are problems that drive me mad and generally I won’t put up withthe bad stuff. (That’s what I tell myself, anyway.)
According to the Mux survey, I’m not alone, but I’m sort of impressed that by measure, videoviewers are, on balance, a rather forgiving bunch.
Yes it is true nearly 5% stop trying the moment a video malfunctions and 15.6% will give just one more chance.Then cooler heads begin to prevail: 52.3% will try “two or three” times; 20.5% will give four to six chances; and the Mother Theresa contingent (6.5%) will keep plugging away even aftervideo gives them trouble seven or more times. They must have perfect blood pressure.
Actually OTT streamers live a relatively charmed existence. The largest percentageof those surveyed blame their Internet supplier or their own Wi-Fi for slow loading or rebuffering hassles, not the content supplier, though the content app publisher gets knocked for playbackfailures and lousy picture and a share of everything else. The smart TV or streaming provider (like Roku or Apple) gets little blame for anything.
A current report onthe stalling/buffering/swearing at your device issue getsthe attention of eMarketer, where I first heard of the Mux report. It doesn’t offer a lot of advice, but offers some sympathy: “The challenge for media andadvertising executives seeking to prevent such issues is that there is no single cause for video streaming quality problems, and that some of these problems are out of their control.”
That’s also what cable companies used to say when the repairman was late.