Consumption of online video is significantly enhanced by a personalised user experience, IRIS.TV has reported. The in-player video recommendation engine has found that its Adaptive StreamTM video delivery technology, has increased video consumption by 50 per cent across all its clients.
IRIS.TV clients can integrate Adaptive StreamTM in video players and mobile apps to deliver relevant streams of video to their viewers. Viewers’ feedback is captured in real time through interactive buttons, allowing the stream to adapt to the changing preferences.
Viewers tend to watch a video and bounce to another site or app, though when they are presented with a stream of recommended videos, they tend to watch four to five times as much content, the company claimed. These findings indicate that value may not only lie in reducing the bounce of unique views, but in extending the viewing experience of retained audiences.
“At IRIS.TV, we have carefully constructed the most dynamic viewing experience to date, allowing users to enhance content consumption and maximise video view inventory for its content publishers. Much like programmatic ad tech has revolutionised the advertising space, IRIS.TV is bringing the future of TV to the present by optimising the delivery of single video assets to users. These results prove that users will increase their consumption when personally relevant content is delivered to them,” commented IRIS.TV COO, Richie Hyden.
Based on IRIS.TV’s current and past data analysis, personalisation and average revenue per user (ARPU) are positively correlated. This supports the notion that customising online video content will improve a company’s overall revenue by keeping users watching more, watching longer, and watching often. The company also reported the positive impact personalisation and recommendation engines have on long-tail content discovery: by recommending the most relevant videos regardless of how old they are, IRIS.TV said it has increased the value of the entire video library. This means videos added to the library months ago can still have a high view rate, essentially extending the lifespan of long-tail content.
Increasing consumption by 50 per cent is significant for the entire online video industry, from advertisers, to publishers and content owners, as real time personalisation is important for achieving longer engagement times and higher revenues.