Insights from Analysis of Video Streaming Data to Improve Resource Management

Today a large portion of Internet traffic is video. Over The Top (OTT) service providers offer video streaming services by creating a large distributed cloud network on top of a physical infrastructure owned by multiple entities. Our study explores insights from video streaming activity by analyzing data collected from Korea's largest OTT service provider. Our analysis of nationwide data shows interesting characteristics of video streaming such as correlation between user profile information (e.g., age, sex) and viewing habits, viewing habits of users (when do the users watch? using which devices?), viewing patterns (early leaving viewer vs. steady viewer), etc. Video on Demand (VoD) streaming involves costly (and often limited) compute, storage, and network resources. Findings from our study will be beneficial for OTTs, Content Delivery Networks (CDNs), Internet Service Providers (ISPs), and Carrier Network Operators, to improve their resource allocation and management techniques.Comment: This is a preprint electronic version of the article accepted to IEEE CloudNet 201

An audience perspective on the second screen phenomenon

Second screen applications are among the latest of the TV industry’s innovations to retain the TV viewer’s attention in a challenging multi-screen environment. These applications can be regarded as an extension of TV content consumed on a TV set towards lightweight portable devices such as tablets. While numerous commercial instances are available internationally and the existing literature on the topic from a technical perspective is extensive, the audience side of this phenomenon has been paid far less attention to. Moreover, in the case of Flanders, the successful commercial implementation of second screen applications remains limited. In this research, we aim to elicit what TV viewers’ expectations and preferences are regarding second screen functionalities. By applying means-end theory and a laddering approach we were able to discern how these preferences subsequently relate to the TV show itself, the consequences for the viewing experience, as well as how second screen applications and usages are expected to fit in the viewer’s everyday life

From Linearity to Circulation. How TV Flow Is Changing in Networked Media Space

This article discusses the evolution of the concept of flow from the producer-controlled phase to the user-controlled phase, thus proposing the concept of circulation as a new framework for understanding the new TV ecosystem. The multiplication of screens (from the traditional TV set to handheld mobile devices) has made TV content accessible anytime and anywhere and, furthermore, has provided an interactive space where the digital life of content is managed by the audiences on social media. Such multiplication of screens has created forms of TV consumption that lead to the deconstruction and subsequent reformulation of the concepts of space, time and medium. This article examines this ongoing process, beginning with observations of audience consumption practices that are analysed using Osservatorio Social TV 2015, an Italian research project

Towards a Video Consumer Leaning Spectrum: A Medium-Centric Approach

Purpose: As TV and digital video converge, there is a need to compare advertising effectiveness, advertising receptivity, and video consumption drivers in this new context. Considering the emerging viewing practices and underlying theories, this study examines the feasibility of the traditional notion of differentiating between lean-back (LB) and lean-forward (LF) media, and proposes a revised approach of addressing video consumption processes and associated advertising effectiveness implications. Methodology: An extensive, systematic literature review examines a total of 715 sources regarding current lean-back/lean-forward media research and alternative approaches as by (1) basic terminologies, (2) limitations of lean-back/lean-forward situations, (3) advertising effectiveness implications, (4) video-specific approaches. Findings/Contribution: Key differences between lean-back and lean-forward video consumption are presented. A conceptual integration of video ad receptivity/effectiveness drivers is proposed to guide future media and marketing research and practice. Video consumption today is no longer lean-back or lean-forward, but a “leaning spectrum” with two dimensions: leaning direction and leaning degree. Designing video content today requires focusing on consumption drivers and platform synergies for owning the “leaning spectrum”

Over-the-Top (OTT) Networks\u27 Influence on Shared Cultural Memory

The digital landscape underwent a profound transformation in the Over-The-Top (OTT) network era, significantly altering media consumption. This study delved into the intricate and multifaceted impact of OTT networks on society, communication theory, and socio-cultural traditions, specifically emphasizing their influence on shared cultural memory. The research was rooted in a robust methodology that combined a Qualtrics online survey disseminated across various social media platforms and in-depth interviews with 25 carefully selected participants. This rigorous approach aimed to shed light on the profound influence of OTT networks on shared cultural memory while investigating how these platforms shaped perceptions, beliefs, attitudes, and values. The findings revealed the ascendant role of OTT networks in shaping shared cultural memory, exerting their influence on individual and collective memories, and fundamentally altering conventional paradigms of media communication. Within this landscape, the pivotal significance of content quality, viewer preferences, and the overarching theme of accessibility emerged as driving forces behind the widespread adoption of OTT services. This study shed light on how OTT networks revolutionized contemporary media consumption, impacted communication theory, and reshaped socio-cultural traditions. It underscored the need for ongoing research to fully grasp the profound implications of this digital revolution in a rapidly evolving technological landscape. OTT networks have revolutionized media consumption and played a pivotal role in shaping society\u27s collective memory in the digital era

Beyond catch-up: VoD interfaces, ITV Hub and the repositioning of television online

The past 5 years have seen a rapid acceleration in the development of online television in the United Kingdom and beyond, with rise in ownership of Internet-connected television sets, smartphones and tablets, increased access to broadband and the growing penetration of transaction and subscription video-on-demand (VoD) services. This article asks how free-to-air terrestrial broadcasters are adapting to a media marketplace in which, according to Ofcom, on-demand television is becoming mass market, through an analysis of ITV Hub – the VoD player for the United Kingdom’s largest free-to-air advertiser-funded broadcaster. Focusing on the mature UK VoD market and the broadcaster whose business model is most threatened by online television, the article combines trade press and textual analysis to demonstrate how ITV has developed a VoD service highly structured by the logics of broadcasting. Centering its analysis on the interface for ITV Hub, the article argues that this increasingly quotidian form of television ephemera offers a vital site through which to understand the changing nature of television as a medium. The article concludes that with contemporary developments in VoD, the distinctions between linear/broadcast and non-linear/on-demand television (flow vs. file, passive viewer vs. interactive user) are breaking down in ways that challenge prevailing arguments that on-demand television can be understood as offering a distinctly different (and more empowered and interactive) experience for viewers. </jats:p

Zapping index: Using smile to measure advertisement zapping likelihood

In marketing and advertising research, 'zapping' is defined as the action when a viewer stops watching a commercial. Researchers analyze users' behavior in order to prevent zapping which helps advertisers to design effective commercials. Since emotions can be used to engage consumers, in this paper, we leverage automated facial expression analysis to understand consumers' zapping behavior. Firstly, we provide an accurate moment-to-moment smile detection algorithm. Secondly, we formulate a binary classification problem (zapping/non-zapping) based on real-world scenarios, and adopt smile response as the feature to predict zapping. Thirdly, to cope with the lack of a metric in advertising evaluation, we propose a new metric called Zapping Index (ZI). ZI is a moment-to-moment measurement of a user's zapping probability. It gauges not only the reaction of a user, but also the preference of a user to commercials. Finally, extensive experiments are performed to provide insights and we make recommendations that will be useful to both advertisers and advertisement publishers

Transporting the binge-watching television audiences : a look at the effects of genre schema and narrative relevance on the flow experience

This study proposes flow construct in binge watching is defined in terms of the experience (i.e. media enjoyment and high narrative transportation), structural properties of the flow activity (viewing plan, the interactivity with the video streaming services), and the antecedents of flow such as preexisting genre schema. Using an online survey, this study finds that (a) preexisting genre schema is significantly and positively related to flow experience in binge watching, (b) there is a significant interaction between preexisting genre schema and perceived realism to predict binge watchers’ flow experience, and (c) when binge watchers’ have higher perceptions of reality of narrative content, the flow experience varies, whereas when the binge watchers have low or medium perceived realism, the flow experience doesn’t vary. Theoretical and practical implications are discussedAdvertisin