Do you know where people are watching video?
This blog post is by Iris Heinonen from the Nokia Siemens Networks innovation team.
YouTube numbers are a good indicator of many trends and one is the growing dominance of mobile video, which now generates a quarter of all video traffic on the site. YouTube Head of Content Robert Kyncl* has even said that mobile phones will soon be the “first screen”, ranking above television as the place people go to watch content. Video also accounts for the growing volume of mobile data traffic in operator networks, and is estimated to reach 70% of overall traffic volume by 2016. Over the last two years, the U.S. mobile video audience increased by 77% to 36 million viewers.
For mobile operators, mobile video is a mixed blessing, generating more traffic, but little associated revenue. According to Vodafone Germany’s CEO, Jens Schulte-Bockum**, video accounts for 85% of their LTE traffic. Voice, text, other messaging and data, everything that makes money for them, uses less than 15% of their LTE capacity.
For OTT players, the growing demand for mobile video presents another challenge. They can’t control or affect the quality of their service as it travels through the last mile of delivery, in other words, over the operator’s network.
Is this the start of a beautiful relationship? Some operators and OTTs are already forging links that combine their key strengths, popular content from the OTTs and content delivery from mobile operators, who also monitor and manage service quality. Working together, operators could revolutionize the way video services are sold and delivered by OTT players, who currently have no control or visibility of what happens between their servers and their customers. Operators could fill this gap with their tools to prioritize key content and identify, address and solve quality problems, adding value for the whole value chain.
Find out more about how Nokia Siemens Networks is innovating for a world in motion to bring value from the mobile telecommunications to the OTT ecosystem.
How do you see the relationship between OTT players and operators?
And do you know when YouTube had highest number of concurrent live streams? Find out the answer in this uniteChannel video with Sandro Tavares from Nokia Siemens Networks Portfolio Marketing and learn more about how mobile operators can provide profitable quality.
* The Telegraph, 11 October 2012
** Mobile Europe, 11 September 2012