Consumers Not Taking Any Stick With Mobile Streaming

Image credit: Videomaker

"For Many, Streaming is a Daily Activity" [1]

The awesome benefits that we are all enjoying via our high tech living in this exciting digital era, means that we are now expecting certain standards, and nothing less than getting exactly what we want, when we want, and the way we want it, will do. - Naturally, this applies to mobile streaming – a phenomenon that is rapidly transforming our world of soaring high octane entertainment.

To that end, in this article we are going to take a look at the highlights taken from the Q4, 2018 Penthera International Streaming Behavior Survey. This comprises research on the changing behaviors and attitudes of 18 to 50 year-old users towards download technology and streaming. The study involved 3,000 respondents in Italy, France, Germany, Spain, Netherlands, UK, Argentina, Columbia, Brazil and Mexico [1].

 “Almost 50% of respondents stream video content on their mobile devices daily” [1]

                       Image credit: Penthera      

An Unstoppable Revolution

Streaming services such as Netflix, Amazon, Hula, and OONA Global – the cutting-edge free TV platform, are continuing to expand at an exciting pace. - And this unprecedented growth is not just confined to America. – By 2021, Latin America's video streaming income is expected to shoot up from $425 million (now) to $859 million. Moreover, by 2020, Europe's revenue is likely to stand at a whopping $7.2 billion (up from the $4.3 billion it achieved in 2016 [1].

So What is it About Streaming that is Causing Such a Revolution?

To answer that question, we go to the founder and CEO of OONA Global Mobile TV - a highly successful new kid on the block that is set up to serve 185 million Indonesians with its AVOD service which provides: hundreds of free top national and international channels; a rewards system that credits users with a virtual currency (tcoins), which can be redeemed for branded goods and services, discounts, meals, fun days out, holistic health treatments, and free phone minutes and telcom products, just for watching and sharing the content they love, which they can spice up with fun editing tools; interactive functions to connect up with millions of users, and a cool personal AI assistant (Siskabot) who acts as a genie in the OONA app, and is there is ensure that users get their favourite content, and only see ads that interest them, and can save them time and money.

OONA also offers a choice of ad-free premium content. Moreover, OONA is on course to provide its unique service, which goes over and above OTT, to billions of people in other parts of Asia, Africa, the Middle East, South America, the US and Europe. Hochart remarked that: “OONA and other successful streaming services are rocketing primarily because consumers what the flexibility of being able to view great content any time, any where.” This coincides with the Penthera study which indicates that 89% of panellists (89%) stated that they stream films and TV and via their mobile devices outside their home [1].  

But Not All Streaming Providers Are Equal

                               Image credit: Penthera                       

“As streaming viewership continues to grow globally, it is clear that viewers are looking to engage with mobile applications that offer them the best user experience” [1]

Penthera reported that the study respondents had a: “low patience for poor viewing experiences due to weak/non-existent connectivity. 88% of them reported some level of frustration while streaming video” [1]. This frustration included: increased monthly data charges (unless consumers are with a free platform such as OONA TV; annoying ads; buffering; and videos taking too long to get started. Further, respondents stated that if they have connectivity issues: they simply give up, and try again later (47%); would take a look at other apps (25%); and said they would quit using that particular app for good (20%) [1]. These are quite normal responses, as when it comes to our entertainment, we should have a seamless experience, and certainly do not want to feel frustrated, so is it any wonder that: “one in five respondents said that [if that was the case] they would stop using that particular service, and more than a quarter said they respond to streaming frustrations by leaving a service for competitors with more reliable technology” [1].

                                          Image credit: Penthera    

A Streaming Way of Life

48% of respondents in all the countries that were surveyed stream content every day. With regard to age groups: 84% of 18 to 29 year olds; 78% of 30 to 39 year olds; and 57% of 40 to 50 year olds, stream videos at least once a week. By region: the Latin American respondents topped the list for being the most ardent streamers with 61% streaming every day, and 25% every week. In the case of Europeans: 39% stream daily and 28% weekly [1].

Frustration Prevention: OONA's Download Option

One great solution to preventing user frustration – something that should never happen on good platforms, is to follow OONA Mobile TV's lead by adopting a download solution. All OONA users have to do is to simply go the Offline Videos option, and download what ever movies, shows, sports specials etc., they fancy, to their smartphone and/or tablet, at the click of a button. And to make things easy, there is a clear notice at the top of the screen showing completed downloads, and downloads in progress. By offering simulated live streaming which lets users create a streaming/playlist schedule for playing back in a live linear stream, everyone on OONA can create their own personal channel which they can enjoy anytime, any where, without needing an internet connection. - What could be better?

The Stats

While the fact of the matter is that download capabilities remain a relatively new tool for app users, Penthera's report notes that: “these capabilities are proving their value to video providers” [1]. Over 33% of respondents stated they have engaged with download functionality; and 36% said they download at least once a week. Both Europe and Latin America registered a high download use at 62% for the former, and 77% for the latter [1].

The Need to Take Action

Consumers need to be respected and appreciated, and this means that providers are obliged to invest in new tech in order to negate network overload and poor connectivity. Further, they need to employ team members with the appropriate expertise [1]. Excellent CX, such as that provided by OONA, is also essential. For example, any technical faults can be reported 24/7 to Siskabot, and these reports are immediately transferred to the OONA Digital Care (Tech) Team.

Further, when it comes to quality standards and viewing: the OONA platform has a 24/7 Download Quality Report Function. This shows users the quality level of the programs they want to watch/are watching. For example: 720p HD.

Are Consumers Happy to Pay a Monthly Download Functionality Premium?

“Viewers care when their services offer a download option”

The research indicates that users see downloading as a valuable dimension, and are ready to go for it: overall, 71% said they would be willing to pay, and 15% stated they would pay at least $5. Moreover, 58% of respondents from all the countries surveyed, stated that: they are more inclined to pay a sub to providers which offer download functionality. Further, close to a quarter of them declared that they would be more open to watching that provider's programming [1].

Summary

In this high tech era with multiple options at our fingertips, we have the ability to dump an underperforming platform at the blink of an eye, and go to one that offers a better service. This means that streaming video providers need to be ahead of their game, appreciate their viewers, anticipate their needs, and provide a second-to-none service. As we approach 2020, user frustration should not be on the entertainment menu. “In an industry growing exponentially, the biggest winners will be [platforms such as OONA Global TV], that not only address their viewers’ practical issues, but invest in technology and talent to continue to innovate... introducing functionality that delights well beyond their competitors” [1].

Reference

[1]. Penthera (2018). Penthera International Mobile Streaming Behavior Survey Q4 2018. https://cdn2.hubspot.net/hubfs/5016448/Penthera%20International%20Insights_Q4_18.pdf__hssc=250620569.1.1548427909693&__hstc=250620569.85eb571c225ae2538c7a09c8d24a0531.1548427909692.1548427909692.1548427909692.1&__hsfp=2194228657&hsCtaTracking=f602a091-80bf-4f92-a5bc-a6f32414c553%7C85ec6dc4-a473-4c34-8f27-8348fe2862be  Accessed 24 Jan. 2019.