TECHNICAL
Using AI to Assure the Viewer
Protecting Your Video Content Investment Today, in the US, we spend 7 hours per day watching video, with all our video-capable devices and all types of video and streaming services. The younger generation is watching 73% of the time on non-TV media like tablets, smartphones and PCs, and we now have a vast selection of streaming services. 88% of the general US population has a subscription for a ‘Video on Demand’ service, and, as we consume video over multiple devices and platforms, the expectation is that video quality should be the same as broadcast. As a result, close to 80% of all traffic on the mobile network is video. From the cellular side, US smartphone penetration is approaching saturation, causing mobile carriers to fight over each other’s subscribers. About 98% of Americans own a cell phone, and 97% own a smartphone, making new subscribers a rare commodity. Hence, keeping and upselling to existing customers becomes more critical than ever. “If someone is paying a few dollars a month for something, they’re willing to put up with a few hang-ups now and again,” says Brett Sappington, Parks Associates senior director of research. “It’s also related to how often they use it. If they use an app daily and run into this problem daily, that hits the perceived value pretty hard.” Live content such as sports and newscasts is particularly challenging when it comes to measuring QoE. “Live is not easy,” Sappington says. “That’s kind of the last frontier to be conquered by the over-the-top (OTT) technology people. That’s really the one that provides fits for delivery companies: how you deal with live, particularly live with high volumes of viewing.”
Experience for Streaming Video
by Spirent Communications
100
SEPTEMBER 2025 Volume 47 No.3
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