As consumers continue to flock toward OTT streaming-media content providers, the industry needs to figure out how it will support the move
There is a silent struggle brewing within today’s media environment. Streaming media user and device numbers are growing, and content providers are creating more exclusive and original content. As this shift occurs, consumers are paying more attention to the quality of the stream, not only the selection of content. This quality-of-service component will continue to play a significant role as streaming media continues to evolve. In fact, a Unisphere and StreamingMedia.com study already showed quality of service is the most significant technical challenge for their business in offering “over-the-top” today.
The implications extend far beyond a “good” or “bad” viewing experience during a consumer’s binge watch of “Daredevil.” If streaming media providers can’t solve the growing quality problem, they’ll find themselves facing the same brand impacts that cable and satellite providers incur when providing poor service.
Streaming isn’t broadcast
Companies like Netflix, Hulu and Amazon Prime are the giants. They stream and sometimes also create original content in addition to content they receive from outside entertainment providers. The way they distribute content, however, allows them to play by a different set of rules.
Broadcast stations have entirely different concerns when it comes to supporting their shows and viewership. Broadcast relies on a standard ratings system to determine the success and sustainability of a program, as well as the potential advertising revenue. Streaming networks still worry about how many people watch their shows, but they’re not bound by the ratings system.
Earlier this year, NBC expressed frustration at Netflix for not sharing its viewership ratings; ratings in the traditional broadcast world are based on small sampling of users that are monitored by a few thousand devices deployed to a small fraction of users by companies like Nielsen, and with very high-level metrics. But OTT services have comprehensive measurement systems built into their platforms to monitor their entire subscription base, and they use that data to understand their customers and make predictions all the more accurate. For example, Netflix can create and develop original shows around an expected viewership, delivering a more profitable program based on 10 million or 100 million viewers.
Please pardon the interruptions
Their real competition is in content delivery across a crowded and unpredictable internet service. The ratings and user engagement of OTT streaming services like Netflix depend not only on the content, but also on service quality that is substantially impacted by internet conditions and bandwidth concerns. As opposed to the stable coaxial cable, the challenges grow significantly. HBO’s “Game of Thrones” debacle is the most recent example of the trouble that can arise when a high-profile event takes place predominantly on a streaming platform, and the subsequent backlash it can create.
The challenge for streaming is to improve picture quality without harming the user experience. When broadcast moved from standard definition to high-definition, the quality of the picture increased with some detraction from the user experience. But when streaming media jumps from HD to 4K, it means much larger file sizes and bandwidth requirements, usually three times larger than HD. This strains internet service provider networks, drives greater data consumption for the consumer, and likely results in a more expensive broadband internet or mobile data plan. It also often creates an unfortunate tradeoff between resolution, quality of service and buffering.
Jumping the quality hurdle
Maintaining QoS impacts many areas of the streaming media business, and service providers are fighting to maintain not only the higher picture quality being offered, but also a consistent user experience so the picture quality doesn’t bounce up and down during the show, and such QoS they may not be able to control. Consumers are quick to blame Amazon or Netflix for problems, but in some cases the quality issues could be their own fault.
For example, according to Akamai’s “Q2 2015 State of the Internet Report,” only 21% of U.S. homes have internet speeds of at least 15 megabits per second – the bare minimum required for HD, let alone ultra-high definition 4K content consumption. Furthermore, even if a household of five pays for the highest quality internet service, it will experience congestion if every member streams video from a different device at the same time.
Another variable is the time of day when most viewers are watching content. Unlike broadcast, streaming is largely affected by the number of users watching at the same time. Since prime time hours are typically when most users consume video across multiple devices (phone, tablet, smart TV), it becomes incredibly difficult to do so smoothly.
To reduce these issues, consumers often have to sacrifice quality in order to avoid the buffering wheel. This is especially unfortunate for those who pay a monthly premium package for 4K content on such services that are currently being offered by Netflix, Amazon and others, yet are unable to even receive that ultra-HD quality.
The blame game
The blame game is fierce among consumers, ISPs, mobile networks and streaming-content providers. When a user of a streaming service has a bad experience watching a show, is it the responsibility of the ISP, the content provider or the network operator?
The most recent example is the Netflix throttling scandal this March. Netflix admitted to reducing video quality for AT&T Mobility and Verizon Wireless customers for the past five years and, for obvious reasons, its customers were quite irate. Netflix might have capped its video speeds because it felt responsible for the overages its subscribers would face due to irresponsible data plan charges from these specific mobile carriers. Or maybe they just wanted to provide a more scalable quality experience for other subscribers. Regardless of the reason, it is the consumer that suffered.
The fact is there’s plenty of blame to go around – as well as solutions. Streaming networks need to deliver high-quality content, but are limited by the internet providers and a consumer’s bandwidth subscription. Content providers, ISPs and mobile networks need to provide high-quality programming that requires higher bandwidth, but consumers need to pony up for the appropriate bandwidth or data plans. Moreover, they also must be mindful of how many devices are connected, whether their devices are compatible with high-definition content or if they’re smart enough to get it under existing conditions. Otherwise they risk choking their local networks.
Simply put, streaming is becoming more mainstream. As streaming services continue to grow in popularity, and high-profile live-streaming events like “Thursday Night Football” on Twitter become the new normal – quality is an absolutely crucial element. So who is going to take the responsibility?
Editor’s Note: The RCR Wireless News Reality Check section is where C-level executives and advisory firms from across the mobile industry share unique insights and experiences.
