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EBU (Geneva, April 2016)

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"Player data for CDN analysis and user experience"

Publicada em: Dados e análise
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EBU (Geneva, April 2016)

  1. 1. Alberto Gomez, VP Product Player data for CDN analysis and user experience
  2. 2. © 2016 NICE PEOPLEAT WORK Market trends in online video - 2015 WHAT? • Online video market is expected to reach 38B$ by 2018(1) • The enterprise value of the broadcasters decreased by approximately 5%(2) WHEN? • 76% of users consume movies and TV shows online daily and weekly(3) WHERE? • Viewers who use TV as their main screen have decreased by 26%(3) • Desktop have increased +16% over the same period(3) • All connected devices follow ascending trends HOW TO MONETIZE CONTENT? • 33% of users will pay a full subscription whereas 31% will accept free views with advertising(3) Sources : 1. PricewaterhouseCooper’s Global M&E Outlook, 2014–2018 2. Bloomberg; Accenture analysis 2015 3. 2015 Accenture Digital Consumer Survey
  3. 3. © 2016 NICE PEOPLEAT WORK 5 © 2015 NICE PEOPLE AT WORK Existing broadcasters’ challenges:  How do I grow my audience?  How do I better monetize my content?  How do I make my strategic decisions about content and devices?
  4. 4. © 2016 NICE PEOPLEAT WORK Big part of the answer resides in your data, you just have to read it
  5. 5. © 2016 NICE PEOPLEAT WORK European broadcasters: CDN analysis and user experience Unlock the potential
  6. 6. © 2016 NICE PEOPLEAT WORK© 2016 NICE PEOPLEAT WORK What we do at NPAW Three basic steps: 1. We develop plugins running on devices to capture data 1. We capture the data and process it real time under 1 minute with minute granularity 2. Now we can do two things with data: 1. Expose it (API or UI) 2. Actions (change the network path) Metrics Insights Actions
  7. 7. © 2016 NICE PEOPLEAT WORK Analyzed data 7 • Number of customers analyzed: 6 • All Broadcasters in Europe • Sample analyzed: 380M views • Recent data • 18.200 years of accumulated play time
  8. 8. © 2016 NICE PEOPLEAT WORK Some initial findings for European broadcasters… • Top 1 country per customer concentrate 94% of total viewed content • 20% of end users are responsible for 87% of total viewed minutes • Averaging 3,3 visits per month / user
  9. 9. © 2016 NICE PEOPLEAT WORK What are the right KPIs to look at for broadcasters?
  10. 10. © 2016 NICE PEOPLEAT WORK Buffer ratio Up to +24minutes longer views when buffer ratio is below 0,2% for live content View time drops 40% when user is above the 0.4% buffer ratio mark Buffer ratio vs Playtime Live traffic – European Broadcasters
  11. 11. © 2016 NICE PEOPLEAT WORK Buffer ratio Up to +16 minutes longer views when buffer ratio is below 0,2% View time drops 43% when user is above the 0.4% buffer ratio mark Buffer ratio vs Playtime VoD traffic – European Broadcasters More than 50% view time drop when users ar above the 1% buffer ratio mark
  12. 12. © 2016 NICE PEOPLEAT WORK Let’s look at CDN optimization now… …Networks perform as they should 23% of the time
  13. 13. © 2016 NICE PEOPLEAT WORK Great 30% Average 40% Poor 30% Network Performance
  14. 14. © 2016 NICE PEOPLEAT WORK How does a Live service look if we optimize the CDN selection for each user ?
  15. 15. © 2016 NICE PEOPLEAT WORK Plays vs. Buffer distribution dramatically improve Buffer ratio vs Plays Live traffic – European Broadcasters Improved distribution with SmartSwitch Buffer ratio
  16. 16. © 2016 NICE PEOPLEAT WORK Buffer ratio Buffer ratio vs Playtime Live traffic – European Broadcasters
  17. 17. © 2016 NICE PEOPLEAT WORK Plays vs. Buffer distribution dramatically improve Buffer ratio vs Plays VoD traffic – European Broadcasters Improved distribution with SmartSwitch Buffer ratio
  18. 18. © 2016 NICE PEOPLEAT WORK Buffer ratio Buffer ratio vs Playtime VoD traffic – European Broadcasters
  19. 19. © 2016 NICE PEOPLEAT WORK Key learnings: • 80% fewer buffer events per minute (from 0.9 to 0.18) • Avg. Join time down by 12% • Less join time and BR mean more plays and more immediate, driving happier users and improving consumption and Ad monetization • Watch what your users consume, when and where to drive your content and device investments
  20. 20. © 2016 NICE PEOPLEAT WORK Conclusions: • First step is measuring QoE on your service • Measuring allows to understand more about your audience and continuously improve • Going dynamic CDN switching results in: • Avoid CDN black outs and mitigate fluctuation • Increase Playtime per user and number of plays • On average 90% of the views fall below the 2% buffer ratio mark, meaning better experiences • Reduces churn: Better playtime and more healthy plays mean happier users and more consumption
  21. 21. Alberto Gómez, VP Product agomez@nicepeopleatwork.com @albertogomez www.nicepeopleatwork.com @nicepeopleaw

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