Challenge
The Oxygen Channel offers unique reality shows and movie programming primarily targeted for women. Content is available on desktop and on their Oxygen Live App with shows including Campus Ladies, Oprah After the Show, Girls Behaving Badly, Snapped and Bliss.
Since launching online, Oxygen has been growing their presence ten-fold across multiple devices. It’s essential that each viewer experience the video in higher definition and without interruption. In addition, Oxygen needs to ensure it can accommodate their exceptional growth in step with the new volume of online viewers.
Solution
NBC Universal brands, including Oxygen, began using Insights to view real-time data for all their online content across multiple devices, geographies and affiliates. With Insights, Oxygen sees issues the user might be experiencing including video start failures and buffering. With real-time KPIs, Insights shows audience reach and engagement metrics, which content is trending, on what devices and helps editorial, ad and research teams make intelligent decisions to improve engagement and economics. Oxygen recognizes the opportunity to grow engagement with Precision. Using real-time monitoring of each viewer’s experience and video delivery networks, Precision automatically and preemptively adjusts the bitrate and/or the CDN source in midstream. It ensures each user enjoys a personalized and optimal viewing experience.
Result
• For short form content, the buffering ratio dropped from 2.57% to 1.58% (38.5% improvement)
• Percentage of Buffering Impacted Viewers improved by 21.1%
• Average bitrate increased from 875 kbps to 1744 kbps (99.3% improvement)
• As an Apples-to-Apples comparison for a series, Oxygen secured a 54.6% increase in minutes per unique and a 14.9% increase in views per unique
• Overall, after normalizing for content popularity, Oxygen secured a total of 36.5% increase in unique video streams with an 87.96% increase in unique retention and a 17.6% increase in Optimized Views
"Here at Oxygen, our fans will always be our top priority. We are comfortable knowing that Conviva monitors and supports us with real-time adjustments for our video stream to ensure an optimal experience for our viewers."
-- Tony Carbone, Vice President Digital