The Evolution of OTT Live Video

“According to Forbes, 2017 saw tremendous consumer growth in streaming TV services, and 2018 is set to be even bigger” [1]

As we rapidly approach 2020, and high tech just keeps getting better and better, viewers expect first-class quality whether the are watching live videos or videos on demand (VOD). Video streaming, which is watching online videos in ‘real time,’ as opposed to having to download a file and watch it later, has brought enjoyment to a whole new level. And now, on-the-go entertainment via a mobile device, is becoming the norm - as everyone wants a slice of live action. Examples of SVOD (subscription video on demand) include platforms which offer near broadcast quality such as: Amazon Instant, iTunes and Netflix - all of which are very successful [1]. - Yet, as time moves on, these 'must pay' for services that are being supported by millions of people's subscriptions, are being challenged by new media kids on the block -  such as the cutting-edge rocketing free OTT AVOD  platform – OONA Global TV.

Since the introduction of video-on-demand streaming systems, there has been a seismic shift in the way in which video content is consumed, delivered and monetized: “OTT distribution platforms have completely evolved customer expectations for content, driving greater demand for an ever-higher quality of experience—and this demand for quality is now impacting live events” [1]. And so whether it is VOD or live, OTT providers have to offer close to broadcast-type quality, just as OONA TV does. Moreover, it is crucial for providers to follow OONA's lead by ensuring that technicians and cutting-edge tech tools are geared up to constantly monitor and analyze their streams, so they can take immediate action if any problems arise. 

"According to Parks Associates, there are over 200 OTT services in the U.S. market, and that number is increasing rapidly"[1]

Consumers Are in the Driving Seat

Now, more than ever before, expectations are at an all time high. - Viewers are enjoying more choice and control, and to that end, media platforms have to battle it out in the entertainment stakes by offering content with exceptional quality, so they keep the consumers they have, and gain more [1].

Making Live OTT Streaming the Best it Can be 

Live Streaming refers to video that is being transmitted in real time from an event such as a major football match, or at the scene of breaking news. And now, as the barriers to content delivery for VOD have gone, this has opened up the doors to countless service options. Platforms can now deliver a broad spectrum of content for different devices, including HD (high definition) and SD (standard definition), in varying resolutions. (Resolution refers to a video's total number of pixels). 

The Lingo

Generally speaking, live linear streaming relates to programs which air via a schedule 24/7 - so viewing is a 'passive' experience because consumers do not have to actively spending their time going through a playlist to select what they want to watch.

Comparing SD & HD

"HD video refers to 1080p resolution, sometimes called "Full HD," which is a significant step up from 480p, which is generally referred to as standard definition (SD), or "DVD quality" [2].

But What Exactly Do These Numbers Mean? 

If you have seen a film on DVD, it was probably in 480p Standard (SD) quality, (which starts at 240p and ends at 480p), and is also known as DVD quality. Conversely, the High Definition (HD) category begins at 720p, and is referred to as semi-HD. Then full High Definition runs in at a resolution of 1080p. The next level up is "4k" or "Ultra HD," and relates to anything in excess of 1080p [3].

1080p refers to a video resolution of 1080 pixels. -The latter are the small dots which form a digital image, showing its colour. They also represent a picture's smallest controllable element on a screen. The important thing to know is that: the higher the number of pixels, the greater the resolution and detail that viewers can see in the video. It also means an overall sharper image quality. - So in nutshell - it gives us a far better viewing and entertainment experience. As the screens on smartphones are small, the pixel density is higher, so users enjoy a sharper image.

The Next Frontier: Top Quality OTT Streaming

Some platforms, such as OONA Mobile TV, have already set the benchmark for state-of-the-art streaming quality in their go-to-market strategy. -Yet others still have more work to do. Right now, the video market is becoming incredibly vibrant with state-of-the-art innovative services and features. - And it is very likely that the adoption and promotion of cloud based live streaming will rocket up: "from leading-edge adoption to mass consumption in record time—and quality of experience will be the differentiating factor for consumers and providers alike" [1].

Second Rate Quality Will Be Relegated to History

Just as OONA's founder and CEO, leading digital strategist, Christophe Hochart, understands: in order for his and any other OTT TV platform to gain market share, viewers' expectations for live content quality, reliability, interface performance, and convenience, must be met, and if possible, exceeded. After all, viewers who have been used to top quality live content from cable, demand exactly the same: "Gone are the days when the early adopters of live streaming accepted convenience over quality." [1]. Now, OTT viewers want to tick the boxes for all these aspects that a leading service should offer.

OONA - Delivering on Quality, Convenience, & So Much More

In the sphere of live streaming and video on-demand, the definition of a platform's brand is characterised by the quality of the content it provides. To that end, the relevant quality control department must have the best possible proactive tools which are engineered to detect problems prior to viewers witnessing them. Moreover, it must have a system which can continually detect, alert, and report important issues which impact consumers' viewing experience. This is paramount to the reputation of the platform, and delivering first-class CX (customer service) [1]. After all, it is very simple for fed-up consumers to switch platforms within minutes.

Prioritising

Platforms and developers act swiftly when it comes to adding features, services, content and capabilities. However, many fall short when it comes to monitoring and analyzing their streams. - This means that unlike OONA, they are not able to troubleshoot problems as soon as they appear, or guarantee that within reason, their consumers enjoy a non-stop fantastic viewing experience.

Being in the Know

As video monitoring specialist, Dan Murray, notes: "If something goes wrong, the provider's brand will suffer. Compared to the cost of the content... advertising, and marketing... [and] not knowing there's an issue until tens of thousands of customers drop off... instrumenting proper live streaming analysis will allow providers to win the next big opportunity in OTT cloud streaming: the high-quality live broadcast event" [1].

More About OONA

OONA offers free to air, OTT, and pay-TV options, and is set to provide the best of the best data-free and subscription-free live sports, movies, series, motor sports, FashionTV, celebrity news, cookery specials, educational broadcasts, documentaries, combat, cartoons, and breaking news from up to 300 top national and international channels to billions of people in Asia, South America, Africa, the
Middle East, the US and Europe.

Its exciting new futuristic concept gives users and content holders 100% control and transparency, and enables viewers to get what they want to watch, the moment they want to watch it, in broadcast quality - anytime, anywhere. OONA has initiated its service by providing its in highly sought after free platform to 185 million plus Indonesians, as a result of its partnership with Telkom Indonesia – one the the world's foremost telcom giants.

References

[1]. Murray, Dan (2018). “The Arrival of OTT Live Video.” Streaming Media.
http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/The-Arrival-of-OTT-Live-Video-126589.aspx  Accessed 12 Aug. 2018.

[2]. Holmes, Chris (2017). "The Idiot's Guide to SD vs HD Video." Whistleout. https://www.whistleout.com/CellPhones/Guides/idiots-guide-sd-video-vs-hd-video    Accessed 12 Aug. 2018.

[3]. Wirefly (n.d.). "Standard Definition (SD) vs. High Definition (HD) Video Streaming on Cell Phone Data Plans." https://www.wirefly.com/guides/standard-definition-sd-vs-high-definition-hd-video-streaming-cell-phone-data-plans   Accessed 12 Aug. 2018.