- Celina Schäfer
This blog post presents 7 video KPIs and data points you should consider for your video analytics solution. Intelligent video analytics can help you to understand your audience better and optimize your viewer’s satisfaction and experience by ensuring higher video streaming quality.
We are living in an ever-changing, digitally-influenced world. Especially in business concerns, it’s all about adaption, progress, and flexibility. We’ve all just experienced a major digital shift in our lives that will influence the way we work and communicate – also in the long-run. Successful, innovative companies reacted quickly to this change and made live streaming and video conferencing their no.1 communication method. However, what has mostly been ignored is the subsequent evaluation and analysis of the new video streaming solutions – especially important when it comes to overcoming streaming problems. Now it’s time for facts, figures, and evaluation.
Here are some video KPIs and data sets you should consider to measure your video’s success and gain viewer insights.
Basic video KPIs everyone in streaming should know
Let’s begin with the most obvious one. The number of views indicates how many times your video has been consumed. It shows the popularity of your video and is usually the first figure your stakeholders are interested in.
Keep in mind: If you’ve got 1,000 views on your video, it could mean that 1,000 people watched it once – or that you’ve got one super fan that clicked the replay button a thousand times. (Most likely it’s something in between.) Here’s where the next KPI comes into effect:
2. Unique users/viewers
The unique users or viewers represent the actual number of people who watched your video or live stream. This KPI should always be regarded together with the number of views: If you register a high number of views, but a lower number of unique users, you know that the same people are watching your video several times. For live streaming, this could mean that viewers are probably getting on and off your stream several times, indicating accessibility problems.
3. Session duration
What’s a high number of views worth when you don’t know if viewers are streaming your content or seeing your video for 5 seconds, 5 minutes, or 50 minutes?
That’s what the session duration measures: It gives you the average time, a user watched your stream. For standardization and comparison, this KPI can also be expressed as a percentage based on the total streaming length. The session duration indicates how long people spend their precious time with your content – or if they switch off quickly. It lets you derive how appealing your stream is, if your key messages appear in the right momentum and if users are satisfied with the streaming quality.
4. Start-up time
The start-up time of a video describes the time it takes for it to start playing. Here’s where you might lose your audience before your video even got the chance to perform.
We’re living in an ever-changing world, where live content is accessible anywhere and anytime, meaning people get more and more impatient towards waiting times. You want to keep your video and streaming start up-time as short as possible.
5. Stream data: Video buffering
Buffering describes the time it takes to (pre-)load the data that is needed to play a video or start a live stream. When encountering buffering in the middle of a video, it means that the stream is loading slower than the video is playing, resulting in a so-called buffer underrun.
Buffering can be evaluated in different ways:
- Count the number of times your video required buffering
- Sum up the total duration of buffering times
- Calculate buffering frequency
Your goal should be to keep buffering times, counts, and frequency as low as possible, as it annoys your viewers and can lead to early exits.
Tipp: You can reduce buffering times by using Strivecast’s P2P CDN technology: It builds up an internal network that allows clients to share their data, thus reducing loading times and buffering.
Technical video data you should analyze for further streaming optimization – to help you overcome streaming problems
If you are responsible for finding – and solving – streaming problems, you are probably more interested in the technical side of your video streaming: Meaning hosting, server management, and ensuring the highest video streaming quality. Therefore it is essential to analyze your video stream by different dimensions to find out where exactly the issues occur or if specific subgroups of viewers are affected. In this case, you will be more interested in the following data sets:
Where do people watch your videos? What time is it at their location? Analyzing the position of your viewers offers valuable insights into the geographical popularity of your videos and live video streams so that you can sharpen your target group. You might even discover a new target audience and want to create dedicated content for them in the future.
7. Device data: Operating system, browser, video player...
Get to know your audience by analyzing what they use to access your content: Do they prefer Android or iOS, Firefox, or Chrome? Which players are they using to see your videos? Those insights are useful for running problem analyses and optimizing the overall performance and quality of your videos. You can connect the data with other KPIs to gain new derivations: For example, Firefox users may tend to leave your stream early because of a high buffering frequency. That’s where you can start optimizing.
But wait, there’s more! You might also want to track total video plays, session lengths, streaming protocols, CDNs used, player errors, unique viewers, ISP names, video bitrate…or whatever comes into your mind. The most important thing is that it should be useful for your business and the optimization of your video streaming for your audience.
OK, so now I decided on which video KPIs and data I want to track. But how do I get them? And what should I do next go improve streaming quality?
After defining your video KPIs, you need to track and evaluate your video KPIs in a way you and your stakeholders can understand it. The next steps would be the evaluation of the video analytics insights and the corresponding optimization of your videos. Sounds like a lot of work? StriveCast Analytics does it for you: It is an intelligent video analytics solution that allows you to get it all done in one place.
StriveCast Analytics enables you to visualize statistics of your live streaming events
and webcasts – be it in real-time or on-demand. You’ll get fast, powerful, and beautiful video analytics so that you can create high-end reports. Improve your corporate live streaming and user satisfaction by evaluating your video statistics, customer insights, and video KPIs!
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Conclusion to the use of video analytics solutions for overcoming streaming problems
The value of video data and its analysis is often highest in the moments after it’s created – especially when it comes to corporate video streaming. Real-time video analytics solutions unlock this value by driving data into real-time decision making and business processes. Using intelligent video analytics solutions can simplify your streaming pipeline and allow your teams to focus on insights as opposed to fixing streaming problems.
StriveCast is a leading technology provider for eCDN solutions. Our WebRTC-based P2P mesh network is used by large companies like Swisscom, Siemens, Gazprom, and NEP group to solve the problem of network congestion during live events. Based in Germany, we are constantly improving and adapting our cutting-edge P2P technology in order to provide the next generation of enterprise video delivery. Today, StriveCast connects over 150,000 users worldwide on a daily basis, saving customers up to 95% of CDN traffic with a unique server-side-managed Peer-To-Peer network.