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Understanding the Impact of Video Quality on User Engagement

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Executive Summary

As the distribution of the video over the Internet becomes mainstream and its consumption moves from the computer to the TV screen, user expectation for high quality is constantly increasing. In this paper, it is crucial for content providers to understand if and how video quality affects user engagement and how to best invest their resources to optimize video quality. This paper is a first step towards addressing these questions. The authors use a unique dataset that spans different content types, including short Video on Demand (VoD), long VoD, and live content from popular video content providers. Using client-side instrumentation, they measure quality metrics such as the join time, buffering ratio, average bitrate, rendering quality, and rate of buffering events.

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