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Streaming Video Quality & User Engagement Whitepaper from July, 2011. In an industry first, IDC conducted a statistical analysis of the server log files of six major 2010 sports events that were streamed live to consumers in both North America and Western Europe with a total of more than2 million users. The analysis found that both user engagement (measured as session length) and, consequently, unique user numbers were influenced by video quality. Several factors were shown to have an impact:
--Higher bit rates do increase user engagement. For each event, after a certain bit rate threshold, a further increase of bit rates had no additional positive effect on user engagement anymore.
--An important factor negatively impacting user engagement was the number of rebuffering events per hour.
--Other, less influential negative factors were the share of time the video player spent rebuffering during users' sessions and the number of dropped frames per hour.
--Our research suggests that measuring and monitoring key performance indicators (KPIs) for video quality is of critical importance for publishers because they affect user engagement and audience reach and therefore publishers' revenue and competitiveness.
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