Some have called this the “attention-driven economy,” you can’t do anything to irritate viewers of your video content. The ultimate ad blocker is loss of attention.
One of the real issues is the quality of the streaming video. More than half of people who say they stop watching video due to poor picture quality. Some of the poor quality is the video itself and some is caused by the streaming service. And that is the problem for marketers: There is no single cause for streaming issues, but the viewer gets frustrated the same for all issues.
The number one reason stop watching according to MUX (April 2017) is “Load time took too long” (85.1%); Re-buffering or stalling was neck and neck at 85.0% and playback errors caused people to stop watching 57.3%.
One thing you can do is make sure your video content is clean and the highest quality it can be.
According to Jeremy Kressmann of eMarketer, “regardless of the cause, one thing is clear for video advertisers and publishers: In today’s attention-driven economy, consumers aren’t going to stick around long if their viewing experience isn’t perfect.”
It’s hard to beat a cable or over-the-air video signal, and until streaming can, the future for video may be a bit blurry.