One in five viewers will abandon poor experiences immediately, regardless of genre, according to Conviva’s OTT: Beyond Entertainment Survey Report.
Results also show that 90% of respondents choose to return to services that deliver a superior experience.
Further, one in five (20%) among those who quit will never return to that service after a poor experience.
"Quality of experience is just as important as quality of content," said Hui Zhang, CEO of Conviva. "Today's most successful providers know how to use the actionable insights provided by Conviva data to deliver the very best possible experience.”
Zhang said that although 83% of viewers will exhibit some patience waiting for an improvement in the playback picture, no service can afford to lose 17% of its audience based purely on lower-than-expected quality of experience.
The survey examines how the quality of a viewer's streaming experience impacts their viewing habits across several video genres, including entertainment, news/information, education, self-improvement and product research. It also highlights the varied tolerances different age groups demonstrate to low quality viewing experiences.