Video buffering feels like a thing of the past. Staring at your screen for three minutes watching nothing but a line slowly crawl across the screen. It’s frustrating and it’s still happening. Happened to me while using my iPad to access YouTube just yesterday.
According to a study by Brightcove, 75% of all YouTube watchers sometimes experience buffering or freezing. 33% said it happens on half of all the videos they try to access.
And what happens when this happens? One third of viewers give up and move on. Given that people watch an average of 6 billion hours of video on YouTube every month. . . well, you can do the math. . because I can’t.
As if abandonment wasn’t enough, Brightcove says that people also tend to hold a grudge when they don’t get what they want.
- When consumers are confronted with poor-quality video, they are 62 percent more likely to have a negative perception of the brand that published the video.
- 23 percent of consumers who have been presented with a poor-quality video experience would hesitate to purchase from the brand.
- 57% a less likely to to share the video.
This all adds up to a loss for the brand.
Trouble is, there’s not much you can do to prevent buffering and freezing. I’m sure there are techniques that will help videos load faster. But you’re still at the mercy of the consumer’s internet provider or wireless connection. Playback device makes a difference as does the browser settings. You can’t solve the world’s video problems.
Brightcove would like to try and they have options they’d like to discuss with you at the end of their colorful infographic.
If you’re a small business marketer using YouTube to promote your product or service, I say control what you can control and accept what you can’t.
You can make sure your videos are clear and bright with excellent audio and that the camera doesn’t shake. Most of all, you can control the quality of the content. The only thing worse than a video that takes time to buffer is one that finally loads and is worthless.
Video quality is important but it’s content that will keep them coming back for more.