IBM: Consumers want better mobile video experiences on account of growth

Currently, the International Broadcasting Convention (IBC) is taking place in the RAI Exhibition and Convention Centre in Amsterdam, and will do so until September 18. This is the largest event of its kind in Europe, and it's dedicated to media, entertainment, and technology. At the show, IBM has released a study it conducted about video consumption habits, of different people around the world, with some pretty interesting findings.

The study which actually grabs data from two different perspectives, comprises of findings from 21,000 surveyed consumers across 42 countries globally, and 500 media and entertainment executives.

The first ones mentioned were surveyed in regards to their video consumption habits, including which device they used and how much time was spent watching video content on said device per day. The executives on the other hand were inquired about their opinion on the use of cognitive technologies (basically artificial intelligence) to improve their businesses and the way in which of they deliver content, with 92 percent believing that AI "will play an important role in the future of their business".

As far as the consumers are concerned, 57 percent of those surveyed - of which 67 percent in emerging markets - consume free video content from sites like YouTube and Facebook, with 48 percent going the subscription route. Of those asked, 55 percent consume video via a mobile device, which is particularly interesting in light of the fact that 62 of total respondents experience long waiting times before the start of a video, and 65 percent run into buffering issues regularly.

In the next three years, the study projects that media consumption via mobile devices - specifically smartphones - will rise by 45 percent, which points to the need for infrastructure upgrades on behalf of content providers to keep up with so-called "digital disruptors" like Netflix.

Furthermore, it is emphasized that cognitive technologies and in particular artificial intelligence will be used to not only protect the personal information of people using these services, but also to tailor the content presented to their needs and preferences. Moreover, given the predicted growth, the overall experience of consuming media on a mobile device will also need to improve.

Source: IBM | Study graph images via IBM

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