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Akamai says that OTT video users's online video behaviors will fluctuate if buffering occurs regardless if the service is free or is part of a paid subscription model.
In a new study Akamai conducted with third-party research firm Sensum, Akamai found viewers disengage with emotive storylines and react negatively to low-quality streaming incidents like buffering regardless of the brand or interest in the content.
Sensum, an emotion-based software solutions company, has developed its Sensum Insights platform to gather emotional responses from audiences and turns them into actionable insights to help brands hone their products, user experiences, content, retail and immersive experiences.
Akamai’s study with Sensum used a variety of testing procedures including sensory, implicit and explicit responses from more than 1,200 participants. Each of the tests adhered to the Video Quality Experts Group (VQEG) standards to ensure results could not be contaminated.
Shane Keats, director of global industry marketing, media and entertainment for Akamai, told FierceOnlineVideo the goal with working with...