In Broadcast - April 2018 - 19
www.inbroadcast.com | Vol: 8 - Issue 4 | April 2018
NPAW Reports On Key
Asia Region Video Trends
An NPAW Business
Intelligence Report, Video
Quality & Consumption
Trends in Asia, has examined
crucial indicators of both the
quality and consumption of
video in the APAC region...
"Monitoring the impact of errors
on users is the most crucial part of
delivering a flawless QoE allowing you
to proactively manage affected users
earlier in the time," noted the report.
Indicators (see Fig. 2) showed that
India's were higher than average with
2.5 interruptions per view with a lower
bitrate (0.65 mb/s) and a
longer join time.
Hong Kong and Singapore
showed similar error data,
Hong Kong had an average
bitrate 2.2 mb/s, and
Singapore slightly less at
2.1 mb/s. While join times
were similar, Hong Kong
showed a buffer ratio of 3%
compared to Singapore's
The report analysed tolerance by
country, as well as by the connected
device handling errors. Sony and
Huawei devices were noted as
producing less impatience among
users, a possible factor to help
mitigate churn due to user frustration.
s the NPAW report
The report stated: "User retention
puts it: "Knowing how
is the most valuable asset to drive a
your platform performs
sustainable video platform regardless
and your audience behaves
of its business model: reducing churn
is key to the improvement
to increase income from subscribers
of your service to increase
or to attract advertisers. Churn is the
most important KPI at the bottom line
As online video platforms
of every content provider. It is the
are extremely rich in
value that will indicate the likelihood
data, having visibility
of users dropping out of your service
over it awards you with
based on their revisit frequency."
the strongest competitive Fig. 1: Online video
The figures (see Fig. 3) indicated that,
edge in an every-day more quality performance
in the Asian market, half of users are
- put at 52.64% of the online
likely to change their video service
NPAW analysed just over three million video traffic - Asian online video User Base Tolerance
in the subsequent month due to an
views in 12 territories over two performance is not high. The report The report cited the importance inadequate video service provision.
months: Brunei, China, Hong Kong, noted that these factors impact on of measuring user base tolerance Notably, this puts the churn average
India, Indonesia, Japan, Malaysia, editorial decisions regarding both as the key to understanding user in Asia higher than in well-established
Singapore, South Korea, Taiwan, content format and media duration.
expectations of a video platform.
online video markets, such as the U. S.
Thailand, and Vietnam.
and the U. K.
The report focuses in particular on Play Times
The report underlined
a series of critical Key Performance The report found that
Indicators (KPIs) for India, Singapore, the average play times
and Hong Kong, territories where for live content was
encouraging users to
video consumption is high.
much longer than that
return, was evident in
for VOD content. This
what was described
Performance & Quality
was attributed to the
as an "exponential
The report noted (see Fig. 1) that the consumption of sports
correlation between the
"online video quality performance content, which typically
probability of churn and
in Asia is slightly below the world's produce raised viewer
the amount of visits per
Fig. 3: User experience
average as a result of a wide contrast engagement levels.
of technological development and Singapore had the highest number of User base tolerance indicates how "By giving users reasons to return
population levels. Asia scored a 4.55 views per users, but daily play time per the audience may react to an error: such as new content, better UX
/ 10 in our Happiness Score meaning user was less than the Asian average.
"This KPI should be used for quality [User Experience] to find the most
that user expectations are not being Indian viewers' data suggested a purposes as it takes into account the compelling
pattern of fewer daily views, but a play number of drop offs caused by errors. recommendation engines to promote
There is consequently considerable time of around 24 minutes.
From there one can focus on fixing relevant content to them, appealing
scope for improvements
depending promotions, and outstanding QoE,
in Quality of Experience.
on the impact it is online video services can reduce
likely to have on the probability of churn drastically," the
"This phenomenon is
confirmed when looking
NPAW specialises in producing "actionable insights to drive
at the 23% of people with
performance and maximise revenue" based on big data
errors, of which 89%
were Exit Before Video
garnered from online video services. See the full (free) NPAW
Business Intelligence Report Video Quality & Consumption
While Asian viewers
Trends in Asia report by clicking on the report cover image...
mostly consume online
video on smartphones
Fig. 2: Error trends