NEW YORK, March 19, 2019 (GLOBE NEWSWIRE) -- Frustration with mobile streaming video is persistent and on the rise, according to the latest U.S. audience research by Penthera. The study found that mobile video viewers still run into issues such as having videos not start, rebuffering in the middle of play, and connectivity problems, even as usage continues to surge worldwide.
As more and more OTT viewers cut the cord, they demand on-the-go options but are less tolerant of technological and experiential shortcomings than they were even a year ago, according to the detailed behavioral study released today.
In its latest release, Penthera reports that, surprisingly, frustrations have grown since the initial assessment in 2018 (from 81% to 88% in 2019). Even more noteworthy, the survey revealed that people are less tolerant of streaming frustrations in general, suggesting that as more providers enter the space, consumers have higher expectations for service. This year 43% reported that they “accept” streaming can be frustrating, down from 50% last year. In short, viewers are more frustrated as innovation for optimal experience has languished, and less likely to stick around and deal with their frustrations.
“Providers must take into account that connectivity is not a given for viewers. So the ability to watch video when connectivity is limited or nonexistent isn’t a perk -- it’s mandatory,” said Penthera Chief Strategy Officer Dan Hurwitz. “In fact, our survey shows it’s non negotiable, and 59% of our respondents said they expect video providers to offer a download option. You’ll not only fail to win new customers, but you’ll lose existing ones if you don’t get this right. This represents an immediate opportunity for VSPs to step up, innovate to retain happy customers, and find new ways to nurture their loyalty over time.”
Key Insights Include:
- The most common frustrating experiences were video re-buffering in the middle of playback (59%), video taking too long to start up (48%), and annoying advertisements (48%)
- 69% of those surveyed said that they stream video on their mobile devices at least weekly if not more often, compared to 52% in 2018
- 59% expect a streaming service to offer a download option, while 2/3 said they would be willing to pay a premium for the feature
About the Survey
This survey is Penthera’s second annual in the U.S., overseen by third-party research company EMI Research Solutions, which examines attitudes and behaviors of U.S. audiences towards mobile streaming and download technology. Conducted in February of 2019, the survey asked 800 panelists between the ages of 18 and 50 a variety of questions centered around mobile streaming and download functionality.
Click here to download the full report and review complete findings.
To discuss product development for your company, please contact Dan Hurwitz at dan.hurwitz@penthera.com.
About Penthera
Penthera is a global software company that develops and deploys products facilitating the delivery of TV shows, movies and other video content over wireless networks to mobile devices. Led by Michael Willner, Chairman and CEO and Dan Taitz, President and COO, Penthera’s Download2Go solution allows consumers to watch video content when they don’t have access to a suitable internet connection.
Media Contact
WIT Strategy, for Penthera
Kendall Allen Rockwell
kallen@witstrategy.com