nScreenMedia OTT multiscreen media analysis

75% millennials bail on faulty OTT video stream within 4 minutes

Conviva Older Millennial viewing data

With so many device types and operating environments, ensuring a video service shines on the most popular platforms sounds like a good compromise to satisfy the most customers. However, consumers don’t think that way. New data from Conviva shows that if your OTT video service disappoints on one screen, you may lose them on all.

It’s easy to fall into the trap of thinking about screens as individual entities. For example, Adobe data shows that iOS devices are the most popular for video streaming. 45% of TV Everywhere authentications come from Apple handheld devices, versus 24% from the browser. So, if you’re going to launch a new service, better do a great job on the iPad, right? That’s certainly the decision made by the engineers at Vessel, the new video platform from Jason Kilar. The reality is, a typical user will want to use handheld and PC devices interchangeably, depending upon where she is and what she is doing during the day. Unfortunately, Conviva data shows that if a service short changes a user on one screen it can destroy the relationship on all.

Conviva asked a group of 750 older millennials (26-34 years old) if a bad video experience* of a service on one screen would impact they’re likelihood of using the service on another. Over 50% of respondents said they would be unlikely, or very unlikely, to try the service on another screen. Just 15% said that, despite the initial bad experience, they would still be likely try the service on another screen.

As well, it doesn’t take consumers long to decide an experience is bad. 75% of millennials would give up within 4 minutes if the video playback was poor.

How big a problem is this for an online video service? If the service is targeting millennials, and many are, it could be a very big problem indeed. There are two screens that loom large in the life of the young: the smartphone and the PC. They are 15% more likely to own a smartphone than average, whereas tablet ownership is no different from average. As well, 83% of millennial males use a PC to watch online video, versus 72% overall. In many cases, the PC and smartphone are used interchangeably, and often simultaneously.

Likelihood a millennial will use service after bad experienceFor a new service, a bad experience on either screen could be difficult to recover from. Conviva asked respondents how a bad experience would affect their impression of an OTT video service. A quarter of respondents said they would be very unlikely to use it again. Over 50% said they were at least somewhat unlikely to use the service again. Just 15% thought they’d give it another try.

Disappointing one customer is bad enough, but that one customer could sour a whole lot more potential customers. 55% of millennials share their bad experiences online through their social media sites. Conversely, if you delight a user on all the screens they use, they will help you win new customers. 43% of millennials have “liked” more than 20 brands on Facebook.

The brutal reality of online video delivery is that a consumer expects any video service they adopt to deliver a great experience from every screen they use.

Why it matters

With so many screens to deliver to, many OTT video service providers ensure a great experience on the most popular platforms, while neglecting the rest.

Consumers, particularly millennials, use several screens in their daily lives.

They expect the OTT video services they adopt to work flawlessly everywhere, and bad performance on one screen could lose them on all.

*Conviva defines a bad experience as excessively slow starts, rebuffering and/or poor video quality

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