Adaptive Bitrate Streaming (ABR) is a technology designed to deliver video to the consumer in the most efficient way possible and in the highest usable quality for each specific consumer. It’s a method for dynamically altering a stream’s compression level and video quality to meet available bandwidth. Typically, HTTP-based technologies such as MPEG-DASH, HLS, CMAF, and WebRTC are used to deliver these streams. ABR provides highest video quality and best user experience across devices regardless of connection or software. Media companies can provide their viewers with the highest quality video possible without risking buffering or other interruptions to the experience. ABR provides a faster startup time in addition to smoother streams. Let us now understand the impact of Adaptive Bitrate Technology on OTT Landscape.
SEAMLESS DISTORTION FREE STREAMING
Consider a 720p (1280 x 720) video file being streamed over the internet to viewers all over the world on a variety of devices. If ABR isn’t present, only one video file will be transmitted to all of those devices (Progressive Streaming). As a result, this 720p video will be too big for a smartphone screen, causing buffering, and too small for a 1920 x 1080 screen, resulting in pixelated visuals.
When delivered on an incompatible screen size, ABR adjusts the video to avoid it from being stretched or pixelated. ABR also adapts to the speed of the user’s internet connection to ensure that the video continues to play even when the network is pressured or overburdened. ABR will seamlessly loads higher-quality chunks of videos if the internet becomes more stable or at higher speeds. It is this attribute of ABR that makes OTT streaming possible across a broad range of devices from mobile phones to televisions in varied internet speeds anytime anywhere.
A SINGLE VERSION OF VIDEO THAT WORKS WELL EVERYWHERE
An earlier iteration of streaming technology known as Multi-bitrate streaming involved creating multiple versions of a video file in different bitrates and allowing viewers to manually select their desired video quality. If the user did not choose a quality rendition, the player would automatically select the best one for their network connection quality and begin playback. Although it allowed users to manually select their preferred video quality, it was still prone to buffering issues. The reason for this is that this technology did not account for any unexpected fluctuations in viewers’ internet speeds, leaving it vulnerable to lag. Adaptive Bitrate Streaming avoids this issue because it adjusts its bitrate to match changing network conditions, ensuring a smooth user experience. For an ideal OTT platform, this is a game changer as it ensures continuous streaming even in the event of internet speed step down.
GREAT USER EXPERIENCE
Adaptive Bitrate Streaming is the least disruptive video streaming delivery solution. ABR streaming eliminates buffering issues and customizes OTT video content for a number of devices like PCs, mobile phones, and TVs among others, resulting in the maximum degree of customer satisfaction and user experience (UX).
VIDEO DELIVERY OPTIMIZATION FOR USE ON VARIOUS DEVICES
Mobile devices and tablets are being used by an ever increasing number of individuals to view video content and live feeds. It is thus important for OTT services to be able to appeal to such audiences. ABR technology ensures video delivery in the most efficient way possible and in the highest quality for each consumer.
FASTER LOADING & PLAYBACK OF VIDEOS
ABR Technology ensures faster video playback as it processes lower quality bitrate versions first, then upgrades to higher resolution video, depending on the user’s network and device capacity. Smartphones have limited processing capacity, yet ABR guarantees a great streaming experience on these devices as well. This makes ABR technology ideal for viewing OTT content on the go.
IMPROVES OTT BRAND EQUITY
People will remember a seamless and lag-free video stream service that offers them not just amazing watching content but also the ability to utilize it whenever and wherever they choose. It strengthens their view of the OTT brand as highly professional, increasing their chances of returning in the future. An increase in an OTT’s consumer perception and following is sure to generate greater revenue through advertising and other paid promotions that the network may serve alongside its video content.
CONCLUSION
The main advantage of Adaptive Bitrate Streaming is that it improves the Quality of Experience. To be competitive, an OTT platform must prioritize its user experience, and ABR streaming technology is the solution for OTT consumers to enjoy the greatest quality stream that is possible on practically any device, without risking buffering or other disruptions to the experience.
ATC Online offers a complete OTT suite that is fine tuned to deliver immaculate HD videos. Our solutions have an open architecture encoding and HLS steaming with ABR. For more information, please visit us at: https://atconline.biz/products/ott-platform-for-video-streaming-services/