"Player data for CDN analysis and user experience"

1. Alberto Gomez, VP Product
Player data for CDN analysis
and user experience

2. © 2016 NICE PEOPLEAT WORK
Market trends in online video - 2015
WHAT?
• Online video market is expected to reach 38B$ by 2018(1)
• The enterprise value of the broadcasters decreased by
approximately 5%(2)
WHEN?
• 76% of users consume movies and TV shows online daily and
weekly(3)
WHERE?
• Viewers who use TV as their main screen have decreased by
26%(3)
• Desktop have increased +16% over the same period(3)
• All connected devices follow ascending trends
HOW TO MONETIZE CONTENT?
• 33% of users will pay a full subscription whereas 31% will
accept free views with advertising(3)
Sources :
1. PricewaterhouseCooper’s Global M&E Outlook, 2014–2018
2. Bloomberg; Accenture analysis 2015
3. 2015 Accenture Digital Consumer Survey

3. © 2016 NICE PEOPLEAT WORK
5 © 2015 NICE PEOPLE AT WORK
Existing broadcasters’ challenges:
 How do I grow my audience?
 How do I better monetize my content?
 How do I make my strategic decisions about
content and devices?

4. © 2016 NICE PEOPLEAT WORK
Big part of the answer resides in your
data, you just have to read it

5. © 2016 NICE PEOPLEAT WORK
European broadcasters:
CDN analysis and user experience
Unlock the potential

6. © 2016 NICE PEOPLEAT WORK© 2016 NICE PEOPLEAT WORK
What we do at NPAW
Three basic steps:
1. We develop plugins running on devices to
capture data
1. We capture the data and process it real
time under 1 minute with minute granularity
2. Now we can do two things with data:
1. Expose it (API or UI)
2. Actions (change the network path)
Metrics Insights Actions

7. © 2016 NICE PEOPLEAT WORK
Analyzed data
7
• Number of customers
analyzed: 6
• All Broadcasters in Europe
• Sample analyzed: 380M views
• Recent data
• 18.200 years of accumulated play
time

8. © 2016 NICE PEOPLEAT WORK
Some initial findings for European
broadcasters…
• Top 1 country per customer concentrate
94% of total viewed content
• 20% of end users are responsible for 87%
of total viewed minutes
• Averaging 3,3 visits per month / user

9. © 2016 NICE PEOPLEAT WORK
What are the right KPIs to look at
for broadcasters?

10. © 2016 NICE PEOPLEAT WORK
Buffer ratio
Up to +24minutes longer views when buffer
ratio is below 0,2% for live content
View time drops 40% when user is above the
0.4% buffer ratio mark
Buffer ratio vs Playtime
Live traffic – European Broadcasters

11. © 2016 NICE PEOPLEAT WORK
Buffer ratio
Up to +16 minutes longer views when buffer
ratio is below 0,2%
View time drops 43% when user is above the
0.4% buffer ratio mark
Buffer ratio vs Playtime
VoD traffic – European Broadcasters
More than 50% view time drop when users ar
above the 1% buffer ratio mark

12. © 2016 NICE PEOPLEAT WORK
Let’s look at CDN optimization now…
…Networks perform as they should
23% of the time

13. © 2016 NICE PEOPLEAT WORK
Great
30%
Average
40%
Poor
30%
Network Performance

14. © 2016 NICE PEOPLEAT WORK
How does a Live service look if
we optimize the CDN selection
for each user ?

15. © 2016 NICE PEOPLEAT WORK
Plays vs. Buffer distribution
dramatically improve
Buffer ratio vs Plays
Live traffic – European Broadcasters
Improved distribution with SmartSwitch
Buffer ratio

16. © 2016 NICE PEOPLEAT WORK
Buffer ratio
Buffer ratio vs Playtime
Live traffic – European Broadcasters

17. © 2016 NICE PEOPLEAT WORK
Plays vs. Buffer distribution
dramatically improve
Buffer ratio vs Plays
VoD traffic – European Broadcasters
Improved distribution with SmartSwitch
Buffer ratio

18. © 2016 NICE PEOPLEAT WORK
Buffer ratio
Buffer ratio vs Playtime
VoD traffic – European Broadcasters

19. © 2016 NICE PEOPLEAT WORK
Key learnings:
• 80% fewer buffer events per minute (from 0.9 to
0.18)
• Avg. Join time down by 12%
• Less join time and BR mean more plays and more
immediate, driving happier users and improving
consumption and Ad monetization
• Watch what your users consume, when and where
to drive your content and device investments

20. © 2016 NICE PEOPLEAT WORK
Conclusions:
• First step is measuring QoE on your service
• Measuring allows to understand more about
your audience and continuously improve
• Going dynamic CDN switching results in:
• Avoid CDN black outs and mitigate fluctuation
• Increase Playtime per user and number of plays
• On average 90% of the views fall below the 2%
buffer ratio mark, meaning better experiences
• Reduces churn: Better playtime and more healthy
plays mean happier users and more consumption

21. Alberto Gómez, VP Product
agomez@nicepeopleatwork.com
@albertogomez
www.nicepeopleatwork.com
@nicepeopleaw