Supporting the OTT boom
Research from Nielson shows how quickly the way people are using connected devices is changing. More people are using connected TVs and smartphones, while use of tablets and PCs is declining. To put this into context, smartphone users watched 83% more video in Q3 2016 than the same quarter the year before.
So there’s an increasing demand for uninterrupted, high quality service to ensure that consumers are satisfied and continue to use OTT services. This is where the story could take a turn for the worse, as there is a missing part of the video delivery chain; the last mile, that traditional CDN origin to edge node architectures do not address, and which can create significant buffering issues for viewers.
Why OTT Streaming Really Is the New Broadcasting
Quiptel has solved this issue with an end-to-end system approach powered by their patented Q-Flow technology, making them the leader in this OTT delivery technology space.
To paraphrase Jason Thibeault, Executive Director Streaming Video Alliance, ‘Buffering is the ‘static’ of the Streaming TV Generation’ as he stated at a recent conference in London. Quiptel’s ultimate objective is to optimise the quality of experience to minimize buffering that traditional video delivery systems cannot resolve.
Getting to the next billion viewers
Subscription TV is about to reach a very significant milestone; more than 1 billion users across the world is forecast by 2020. There is also a growing expectation that the next billion are going to be reached through much more affordable OTT connectivity – the open Internet providing the connectivity not only to TV’s in the living room, but also the exponential growth of video consumption on connected devices.
The Millennial generation experience
The Millennial generation also has very different consumption, viewing and commercial expectations of TV, which is inspiring the evolution of new business models. The next billion users are less likely to pay high subscription fees for bundles of content where many of the channels are rarely watched, as they have largely grown up on free content. Much more granular addressability, data mining and targeting are all part of the advertisers’ toolbox today.
The rise of the destination brand and the growing use of content search and recommendation engines
Paying for subscription bundles is giving way to event or series-based content consumption. Premium, niche, specialist or community content is highly visible and sought after and can be a destination brand in its own right. Whilst the end isn’t yet in sight for aggregated subscription TV, the more people that interact and seek out content, the stronger the development of personalised content profiles and customised EPGs (Electronic Program Guide).
Can the existing OTT infrastructure support the next wave of viewers?
The many iterations of web-centric codecs and dedicated IPTV systems followed by digital video delivery approaches from CBR, VBR and ABR are no longer appropriate or necessary. With the exponential growth of broadband connected devices the user has, in their hand, the technology more than smart enough to be part of the next generation solution of OTT video delivery and service management.
The flexibility that Quiptel offers is that it can be applied to both existing IPTV and new OTT deployments – providing a technically elegant and cost-effective approach that meets the needs of both platform operator and viewer. The Quiptel solution also uses the latest ‘Cloud-based’ architecture to provide a truly scalable and flexible platform.
In the past, the barrier to entry to becoming a broadcaster was the requirement to make a significant upfront investment in dedicated, expensive systems to distribute the signal in a one to many fashion. With Broadband infrastructure becoming more pervasive, faster and cheaper and with server and storage power also following Moore’s Law, the set-up costs can be scaled incrementally as both the channel lineup and viewer populations increase.
The Quiptel platform is designed to enable new entrants to engage and build audiences in ways that were not practical or cost-effective with a broadcast approach. This means that even those specialist channels that are in danger of being lost in the lower echelons on broadcast platforms can now benefit by going OTT and creating an engaging interactive offer from launch.
Quiptel’s technology makes smarter use of the network to avoid congestion and gain better throughput. This represents a truly intelligent approach to constructing a comprehensive software solution that is both technically advanced and fully scalable to meet the needs of operators of all sizes – to deliver OTT now.