Scatmag.com

November 2018

POOR VIDEO STREAMING IN INDIA


London-based wireless coverage mapping company OpenSignal has released its report on quality of video streaming in 69 countries.

TEST METHOD

A first-of-its-kind measurement in the mobile industry, OpenSignal's video experience metric was derived from an International Telecommunication Union (ITU)-based approach for measuring video quality.

"Our tests sample video at multiple resolutions accessed from multiple content providers, and they weigh three main criteria: the load time before the video begins playing, the stalling rate characterized by stops and stutters in the video playback, and the level of picture resolution," OpenSignal said in a statement.


PERFORMANCE BANDS

A score that falls within 75-100 is Excellent, 65-75 is Very Good, 55-65 is Good, 40-55 is Fair and 0-40 is poor.

The vast majority of the 69 countries fell into a relatively narrow range of scores between 40 and 65, earning them either Fair or Good ratings.

"In general, European countries tended to rank higher than their counterparts in the Americas, while Asian and Middle Eastern countries are scattered throughout the rankings," the report said.

"We discovered that the relationship is a complicated one. Where mobile broadband connections are slow, speed has a big impact on video experience.

"But at faster levels, speed has little relation to the quality of video streaming. The countries with the fastest speed don't necessarily offer the best video experience," said the report.

The best video experience was recorded in the Czech Republic.




ACTUAL SCORES

While no country fell into the Excellent (75-100) category for average video quality, South Korea (with top download speed of 45.58 Mbps) was the fastest of the 69 countries analysed in the report.


INDIA

When it comes to overall mobile video experience, India joins Iran & the Philippines below the "Fair" threshold into "Poor" territory (0-40).

Indian viewers now watch video content for an average of 8 hours 28 minutes each week, significantly exceeding the global average of 6 hours & 45 minutes, according to the "State of Online Video 2018" report by Limelight Networks.

Through online channels, Indian viewers largely watch movies, followed by news, TV shows and sports, amongst others.


CATV STILL STRONG

Indian consumers supplement traditional television with online video content. Nearly every online video consumer in India has a cable TV connection, with the nation clocking the highest global cable TV subscription rate at 94%.


ISSUES

Rebuffering remains the primary viewing frustration for consumers globally. This is also the case in India, with 46% of respondents citing this as their top frustration. 66% of viewers said they stop watching a video after rebuffering twice.

Other issues, like live event delays also tend to turn off viewers, with 79% Indian consumers saying they would be more likely to watch live sporting events online if there were no delays.


COMPUTER OR MOBILE?

The report also found that while western nations like France, UK and Germany view video from their computers, smartphones were preferred in eastern countries like India, Singapore and South Korea.


INDIA: MORE ONLINE THAN TV!

It will surprise most - an Indian viewers watch an average of 8 hours 28 minutes of video content each week, compared to 8 hours & 8 minutes of traditional TV broadcasts!

After JIO crashed data prices in India, smart phone users have taken to watching video on their smart phones, accounting for 75% of all of mobile internet traffic in India, according to Google.

India's online video market is valued at over $700 million, and research firm Media Partners Asia expects that figure to reach $2.4 billion in next 5 years. More than 40 streaming services, including Netflix and Amazon Prime Video, have launched in India in the last 3 years.

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