The usage of video as a tool to create engagement is growing. Adobe Experience Manager Assets Dynamic Media delivered 2.4 billion video plays in a month during the peak of the 2022 holiday season, and video playbacks delivered increased by around 70% in 2022 from 2021. However, delivering a high-quality video experience to users can be challenging. There are several quality of service (QoS) indicators that need to be measured, such as time to first byte, buffer count, buffer time, and so on. These indicators measure the quality of the end-user experience while watching videos on the web.
Adaptive streaming is the way to play
A buffer-free video that loads quickly leads to better engagement for watchers and ensures that the message in the video is communicated to the audience clearly. This would also lead to a better lighthouse score for a website, improving the overall SEO ranking.
This can be achieved by adaptive bitrate (ABR) streaming of videos. With ABR streaming, videos are delivered with different bitrate encodes, allowing the video player to switch between them depending on the viewer’s available internet bandwidth. This would lead to performant video delivery for a smooth viewing experience. Compared to delivering videos with progressive streaming where a single quality encode is served for viewing — and which often leads to a trade-off between quality of video delivered or viewing experience of the end user — ABR streaming optimizes for both.
Dynamic Media simplifies the process of encode creation and delivery for our customers. Customers can apply default adaptive streaming profiles in Experience Manager, which optimizes for delivery on the web. Additionally, custom profiles can be made for customers to define encoding parameters.