The fidelity of the spectator and the success of the service provider are directly linked to experiences with OTT video streaming Un estudio de Akamai que mide las reacciones f sicas y emocionales del usuario a v deos de poca calidad o que se almacenan en buffer muestra usuarios desencantados tanto en servicios de suscripci n como gratuitos.
Akamai Technologies ha publicado un nuevo estudio que demuestra c mo la calidad de la resoluci n y la reproducci n de un v deo afecta a la participaci n del usuario en lo que a lealtad respecta de un servicio de streaming de v deo OTT. Con ayuda de avanzadas herramientas de medici n biom trica, entre otras, la codificaci n facial o la conductividad de la red, los hallazgos resaltan la importancia de ofrecer v deos de alta calidad de forma continua en cualquier modelo comercial de OTT.
Seg n el estudio realizado por Sensum, los usuarios se desconectan con argumentos emotivos y reaccionan negativamente a incidentes en streaming de baja calidad como el almacenamiento en buffer, independientemente de qu plataforma emita o el inter s que le produzca el contenido. El estudio muestra que las emociones negativas aumentan un 16 por ciento, y la implicaci n del p blico disminuye un 20 como resultado de una experiencia pobre de visionado. Seg n los datos que incluye, el 76 por ciento de los participantes dejar an de utilizar un servicio si problemas como el almacenamiento en buffer fueran recurrentes.
Ian Munford, director de Marketing de Productos y Soluciones de Medios en Akamai, destaca que este estudio nico demuestra que en ning n modelo de negocio de streaming hay lugar para el v deo de mala calidad. El mercado del v deo online de calidad Premium es extremadamente competitivo; la batalla por lograr ingresos es intensa y los costes de adquisici n de suscriptores est n aumentando, lo que dota a factores como la calidad de la experiencia de una importancia nunca antes vista. Los proveedores de servicios no se pueden arriesgar a ofrecer experiencias en streaming con baja resoluci n o constante almacenamiento en buffer. Deben proporcionar experiencias de gran calidad y coherentes que ayuden a mantener a sus suscriptores y contribuyan a reducir los costes de adquisici n .
El estudio tambi n refleja que las marcas de suscripci n de v deo a la carta (SVOD) son las que m s suscriptores pierden por almacenamiento en buffer; los modelos de v deo a la carta transaccional (TVOD), los que m s lo hacen en lo que a fidelizaci n de la marca respecta si incurren en experiencias de baja calidad.
Por otro lado, eel contenido de v deo de alta resoluci n con argumentos emotivos aumenta el n mero de usuarios en m s de un 10 por ciento.
Una vez que se empieza a producir el almacenamiento en buffer, el grado de satisfacci n cae en un 14 por ciento, las emociones negativas (disgusto o insatisfacci n) aumentan una media de un 8 por ciento, el sentimiento de sorpresa de los usuarios aumenta el 27 por ciento y la atenci n decae en un 3 por ciento y desciende hasta el 8.
El estudio, uno de los m s amplios en su materia nunca antes realizado, utiliza una serie de procedimientos de prueba, entre otros, respuestas sensoriales impl citas y expl citas de m s de 1.200 participantes. Todas las pruebas realizadas segu an los est ndares del Video Quality Experts Group (VQEG) para garantizar la precisi n de sus resultados. Akamai adem s cre marcas ficticias para eliminar toda asociaci n emocional a ning n modelo de negocio y utiliz el mismo contenido para todas las plataformas para anular as el impacto del tipo de contenido en los participantes.
Acceso al estudio Explicaci n cient fica a la reacci n f sica ante la calidad del v deo.
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The fidelity of the spectator and the success of the service provider are directly linked to experiences with OTT video streaming Un estudio de Akamai que mide las reacciones f sicas y emocionales del usuario a v deos de poca calidad o que se almacenan en buffer muestra usuarios desencantados tanto en servicios de suscripci n como gratuitos. 
