Video stream quality impacts viewer behavior

TLDR

The rapid growth of online video distribution is reshaping media consumption and monetization, prompting providers to prioritize smooth, interruption‑free playback to reduce abandonment, boost engagement, and increase repeat viewership. The study asks whether and how changes in video quality influence viewer behavior for content providers and CDNs. Causality is established using quasi‑experimental designs adapted from medical and social sciences. The study is the first to demonstrate a causal link between video quality and viewer behavior, surpassing prior correlational analyses.

Abstract

The distribution of videos over the Internet is drastically transforming how media is consumed and monetized. Content providers, such as media outlets and video subscription services, would like to ensure that their videos do not fail, startup quickly, and play without interruptions. In return for their investment in video stream quality, content providers expect less viewer abandonment, more viewer engagement, and a greater fraction of repeat viewers, resulting in greater revenues. The key question for a content provider or a CDN is whether and to what extent changes in video quality can cause changes in viewer behavior. Our work is the first to establish a causal relationship between video quality and viewer behavior, taking a step beyond purely correlational studies. To establish causality, we use Quasi-Experimental Designs, a novel technique adapted from the medical and social sciences.