As we know, the short video form of content has become very popular. There are two kinds of streaming — broadcast streaming on TV and video streaming on Internet. Video streaming has in fact overtaken broadcast streaming. The quality of video streaming is critical. Even if there is slight delay in the start of the video or slight buffering, the users will move away. This is called a drop off.

Edutech companies offering video lessons cannot afford to compromise on quality. It is necessary to measure the quality of the streams continuously. It should be quickly known if there is any deterioration in the stream.This is central to streaming companies.

Videos were measured previously by beacons, pixels and ACR or automatic content recognition. These criteria measure video at particular points. However, continuous monitoring of video stream is necessary.

Video streaming is made on a number of devices. There are many video formats and advertising formats. An Android device and an iPhone provide different information. Such diversity must be managed while measuring so that results are comparable to initiate action.

There should be continuity and normalisation in measurement. Conviva uses software, embedded in the streaming application.

There could be video start problems in certain geographies. There could be problems with the ISPs. There should be dialogue with the CDN or content delivery provider to fix the issue.

In many markets, large format, big screen consumption is being overtaken by streaming.