Quality of video delivery is integral to the experience of an OTT platform. Here’s a quick landscape of all the video OTT platforms, and the issues around streaming, as spoken by the customers. It is an interesting insight into why some platforms have taken huge leads over other platforms. It’s not just the content, delivery also matters! The report lays out technology opportunities for start-ups and innovation teams/ researchers.

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Machine Generated Insights
Video Delivery &
Experience
Prospecting
Growth
Opportunities: Customers: Needs Updated as of April 2021
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2. Video Delivery & Experience
A novel approach
Machine Generated Insights
Note: Only Top Few shown
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How do we identify
prospective clients & pain
points for video delivery &
experience technology?
• What is the landscape of video OTT
apps?
• Which apps in the market have video
delivery & experience issues?
• What are these issues that need to be
addressed?
• What issues are developers focused on
solving?
• What technology areas are being
researched?

3. Video Delivery & Experience
What is the landscape of
video OTT apps? (1/2)
• The landscape is dominated by a few..
YouTube, Netflix, SnapChat, TikTok
• Multitude of players follow
• Consumer ratings clustered around 4-4.5 and
a few lag behind
Basis comments in social media about the app. Chart on the
right indicates consumer view on “video delivery &
experience” performance of various apps. X-axis indicates
number of installs. Y-axis indicates average rating basis
comments.
Machine Generated Insights
Note: Only Top Few shown

4. Video Delivery & Experience
What is the landscape of
video OTT apps? (2/2)
Machine Generated Insights
Note: Only Top Few shown
• The landscape is dominated by a few..
YouTube, SnapChat, TikTok
• Multitude of players follow
• Certain apps see high engagement with
users leaving lot of comments
• Rest playing catchup
Basis comments in social media about the app. Chart on the
right indicates consumer view on “video delivery &
experience” performance of various apps. X-axis indicates
number of installs. Y-axis indicates number of comments.

5. Video Delivery & Experience
Which apps in the market
have issues?
• Video delivery & experience generally
positive
• However, issues around experience persist
across app categories
• Consumer frustration relatively higher in
Entertainment, News & Magazines
categories
• Short video apps cuts across both and see a
lot of activity
Basis comments in social media about the app. Chart on the
right indicates distribution of sentiment
Machine Generated Insights
Note: Only Top Few shown

6. Video Delivery & Experience
Which apps in the market
have video delivery &
experience issues?
• A deep dive across app categories points to
specific apps with higher %age of video delivery
related comments and feedback
• Short video apps seem to have more chatter
around video experience
• The big entertainment apps like Hotstar, Netflix
do see lot of feedback on video though lower as
%age
Basis comments in social media about the app. Chart on the right
indicates consumer view on “video delivery & experience”
performance of various apps. X-axis indicates count of comments.
Y-axis indicates average %age of those comments around video
delivery & experience.
Machine Generated Insights
Note: Only Top Few shown

7. Video Delivery & Experience
Potential Prospects
• Deep dive into each of the categories
provides deeper insights into consumer
reception of video delivery
• Wide variation in sentiment of feedback
• Companies with higher negative feedback
received in recent times potential priority
prospects
Basis comments in social media about the app. Chart on the
right indicates distribution of sentiment and on the further
right indicates trend of conversation over time for a few
examples
Machine Generated Insights
Note: Only Top Few shown
Sentiment

8. Video Delivery & Experience
What are these issues that need to be addressed? (1/2)
Machine Generated Insights
Note: Only Top Few shown
• Video downloads a persistent problem especially when
they don’t play after download; Uploads where
applicable also is a bad experience point
• Video quality continues to be an issue… slow loading,
buffering, video/audio/both not playing etc.
• Lack of filters especially in auto play environments seen
as an issue as wrong videos automatically play; lack of
profanity & other filters especially in live video
streaming is an issue
• Ads popping & video going blank is a common
complaint
• Consumer feels network is good but app shows network
issue or pixilation
• Certain apps have issues of videos not playing on
subscription
Basis comments in social media about the app. Chart on the right indicates
distribution of negative issues about video delivery & experience

9. Video Delivery & Experience
What are these issues that need to be addressed? (2/2)
Machine Generated Insights
Note: Only Top Few shown
Basis comments in social media about the app.
After updating even a single video is not
playing. It Plays for 2 3 mins and then shows
error and that 2 3 mins also with buffering
even though my internet connection is
working totally fine.
Sound quality is not good and video made is
also not clear
I just saw 20 minutes video, it consumes
1.4GB data... Worst ever app.
i have subscribed for a three month plan..
but there is no video playing... only audio
sound......video kahan hai bhai plz sort out.
Worst app. Can't play any video. Crashing
even if screen rotates. Zero
The videos are suddenly running faster than
it normally does. It's so bizarre and irritating.
Also, poor video quality even when I select
best quality option.
Example Feedback Verbatim

10. Video Delivery & Experience
What issues are developers focused on solving?
Machine Generated Insights
Note: Only Top Few shown
• Developers pose questions on various
video related issues like video
streaming
• Huge developer focus has been on
delivering video on Android with iOS
following
• Recent times a lot of questions are
around live streaming & delivery on
browsers (chrome)
• Libraries like ffmpeg, OpenCV hold sway
• Camera based streaming poses a lot of
questions
• H.264, rtsp,rtmp etc are more adhered
to
Basis stackoverflow.com. Chart indicates video
streaming related trends over the years

11. Video Delivery & Experience
What technology areas are being researched?
Machine Generated Insights
Note: Only Top Few shown
• Optimizing QoE against constraints of network, storage/
caching, energy use, frequency spectrum, content etc
seems a big area of interest
• New age apps drawing a lot of research interest
• VR, 360 view videos, synthetic video game
streaming
• Augmenting face/ body via filters or detecting sign
basis people movement on video streams
• Live video streaming applications around drones &
robots leading to a lot of processing for navigation,
control & other apps
• Cloud-Edge optimization especially in smart city context
where multiple live video streams need to be
processed, fused for higher level intelligence
Basis research paper publications. Chart on the right indicates distribution
of paper content about video delivery & experience

12. Video Delivery & Experience
What is the opportunity?
Machine Generated Insights
• Video apps are trending. Multitude of video streaming, video sharing apps have come to the marketplace and video content is growing
exponentially
• There has been an explosion of well-funded companies hungry for best technology to deliver best in class video quality delivery &
experience
• While a few streaming Apps dominate the landscape there are some sub trends playing out like short video apps & gaming continuing
to gain traction
• Consumer feedback points to continued issues around video delivery quality of experience due to latency, buffering etc.
• The way internet has evolved for commercialization by embracing recommendations, advertising etc. has posed additional challenges
looking for solutions
• However this area continues to be a constant race between infrastructure available and velocity of more sophisticated content being
available… this race will always pop up such issues and needs constant research attention
• Content analysis of videos to truly understand what the stream/ video is about for better recommendation, censorship etc. and
moving beyond tagging is a need
• In addition multiple new age applications are driving need for different branches of research
• More time spent online implies people expect a better themselves presented in the virtual world spawning new AR/VR video fusion
research needs
• Synthetic video content is increasing due to gaming proliferation and needs appropriate technology
• The spread of robotics and unmanned vehicles has thrown a great research need with more applications & trade-off needs
• Video delivery & experience across an ever growing set of applications is increasing the need for technology & research to keep pace
of the “race”, “content analysis”, cater to “new age apps”, and “commercialization” requirements

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