The new Frost & Sullivan analysis predicts that over 70% of data traffic for mobile devices will be video by 2016, which is no surprise. But what’s interesting is that the analysis also points out that QoS (Quality of Service) and QoE (Quality of Experience) monitoring solutions will be in high demand.
As the mobile networks and mobile device processors continue to get faster, consuming bandwidth-intensive content, namely video, is getting easier. And with that is the rise of viewing experience expectations. People demand pristine video quality to match their HD – and sometimes huge – mobile screens. And buffering? Maybe once or twice for a second or so, but any more than that, and they are gone.
And most of all, people demand content that matters to them be readily available. The QoS and QoE of online video content are more than just how it’s delivered, but also what is delivered, what you might call QoC (Quality of Content). During my recent trip to Digital Hollywood in Marina del Rey, CA, I clearly noticed that the challenge of “meaningful curation” was on the minds of many of these digital entertainment professionals. The glut of online video content – someone at Digital Hollywood mentioned 2 million channels online – has made it very difficult for content creators to reach their target viewers.
A typical viewer would have a dozen or so favorite channels that he regularly consumes and may occasionally explore beyond them to see what new content is out there. It’s likely the convenience of mobile video has encouraged these occasional content explorations to be more frequent, yet the challenge of meaningful curation remains. It’s one thing for a viewer to search for particular content, but for personally relevant content to automatically land on the viewer’s lap is another thing.
It would be interesting to see how the curation methods evolve in the next couple of years, whether they involve simple social rating, and complex viewership analysis algorithms used by platforms like Netflix, Amazon Video and Hulu, or something totally disruptive. With the proliferation and democratization of online video, it’s no longer the game of “having the most number of eyeballs”, but “having the right kind of eyeballs”, of those who would engage with and advocate your content.
While many methods of online content curation are available today, it seems there is not one solution that meets the expectations of all premium content owners that delivers meaningful content to relevant viewers.
Curation, what a curious word that means so many different things to so many people. So, how do you reach your audience?