The mouse that hath but one hole is quickly taken: Why your video requires 100% availability and low latency and how NetOptimize improves the online video experience..
Thinking about if your video property should be federated across multiple CDNs? Simply put, if you are not multi-homed, eventually the video will not play. So, that’s not “if” but “when”. And when your video does not play you lose that viewer – perhaps permanently.
A less well understood aspect of this phenomenon is that by using Latency Based Load Balancing (LBLB) in a multi CDN environment – an enterprise can not only insure 100% uptime but the best possible performance. And performance matters very much in Video.
There are many studies proving the point around what happens when a site’s video buffers or fails to start: Consumers leave. An increase in the startup delay beyond two seconds causes viewers to abandon the video. (Video Stream Quality Impacts Viewer Behavior, Krishnan & Sitaraman.) And, if the buffering ratio is increased by only 1% user engagement can be reduced by more than three minutes for a 90-minute live video event. (Understanding the Impact of Video Quality on User Engagement (Dobrian, Sekar, Stoica, Zhang, et. al.)
Cedexis, one of our partners, recently completed an audit on a customer’s video property. They were measuring the quality of service for their streaming but were flummoxed about how to improve it. They did a simple test; gather metrics for 1 week the old way. Then implement NetOptimize for a week with multiple CDNs and gather the same metrics. The results were quite stark.
As you can see – more than 50% improvement in buffering! Video Start time improved by almost 20% and shockingly video start failures were reduced by 65%! *
These results speak for themselves. If you care about the quality of your users’ experience, if you want the highest bit-rate consumed, and, if you want to reduce buffering – the best way to achieve these goals is to craft a multi-CDN strategy that includes latency based load balancing.
Highlight your video streaming performance effectively with BDI’s NetOptimize! We’ll be happy to support you in creating lasting user experiences. Get in touch, now!
* Obviously results are highly dependant on what CDNs you are using, what regions your delivery is primarily in, Live vs. VOD, type of content (long form, short form) etc etc. Your milage may vary – but we guarantee that it gets better.