Monday, October 5, 2015, 11:30 AM ET|Posted by Will Richmond
Late last week Conviva launched a new, free data portal which provides a range of video experience metrics. Data for the last 4 quarters are available and are sorted by 4 tabs: General, Content, Region and Device. Each tab provides 5-6 graphics with key metrics. The data is drawn from a large sample as Conviva is monitoring 4 billion streams per month across 180 countries, with 2 billion devices reporting per month.
The Content tab shows a number of different metrics by content type: Live, Movie, Episodic and Short. Metrics include percentage of total plays, average unique monthly viewers, average percentage completion rate, exits as a percentage of attempts, rebuffering ratio and average bit rate of delivery.
The Region tab shows metrics for 4 regional areas: North America, Latin America, EMEA and Asia-Pacific. Metrics include average percentage complete, video startup time, exits as a percentage of attempts, rebuffering ratio and average bit rate of delivery.
Finally, the Device tab shows metrics for desktop, smartphone (cell and WiFi), tablet (cell and WiFi) and connected TV. Metrics include average unique monthly viewer minutes, average percentage complete, video startup time, exits as a percentage of attempts, rebuffering ratio and average bit rate of delivery.
Some of the Q3 '15 data that popped out for me were that connected TV had an average 298 unique viewer minutes, dwarfing other devices (tablet was second with 68 minutes). Live video had the highest number of average unique monthly minutes (123) though accounted for just 15% of total plays. Conviva doesn’t explain, but I assume this is mostly live sports viewing. North America also had the highest average bit rate delivery (2.79 mbps), over 4x as fast as APAC (.65 mbps).
There are a range of other worthwhile data points which would be especially valuable for anyone in the industry looking to benchmark their own video experiences. All of the data is downloadable, but one valuable future enhancement to the portal would be to enable trend line analysis of each metric. For example it would be great to see how the percentage of live video has trended over the past 4 quarters. Nonetheless, the Conviva portal is very solid and will help all of us better understand the quality of video experience being delivered.
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