Opensignal-2019年全球移动视频体验报告（英文）-2019.12-19页.pdf

Authors Ian Fogg VP Analysis Sue Marek Senior Analyst David Nedescu Senior Analyst Opensignal active userbase:Opensignal is the independent global standard for analyzing consumer mobile experience.Our industry reports are the definitive guide to understanding the true experience consumers receive on wireless networks.Total Devices Total Measurements Data Collection Period 37,671,772 94,086,045,513 Aug 1 Oct 30,2019 2 Mobile Network Experience Report The State of Mobile Video Experience Our Metrics In one year mobile Video Experience has significantly improved in 59%of 100 countries analyzed Users now experienced Very Good mobile Video Experience in 22 countries,including major markets like Canada,Germany,Italy,Japan and the U.K.Similarly,21 countries moved into the Good category this year,including Brazil,Chile,Mexico,Russia and Vietnam.France was the only country to jump two categories,rising from Fair to Very Good in just one year.In total,59 countries changed Video Experience category.Top-ranked countries for mobile Download Speed were far from top in Video Experience South Korean users experience ranked first for download speed yet 21st for video,while Canadians were third fastest for download speed in Opensignals State of Mobile report,but just 22nd for video.This contrast between results in part reflects the way wireless operators routinely manage mobile video traffic differently to file downloads in order to prevent the vast quantities of video data hurting the experience of other mobile apps and services.Real-world growth in mobile video consumption requires true real-world video analytics Opensignals unique mobile Video Experience measure is derived from an ITU-based approach for determining perceived video quality.Among other inputs,our methodology takes picture quality,video loading time and stall rate into account to create a score on a scale of 0-100,reflecting users perceived mobile video quality.Uniquely,Opensignal tests mobile video streaming at scale and does not estimate video experience based on speed tests or other indirect measurements.The U.S.is lagging behind on mobile video as carriers face a spectrum crunch While there was an improvement in Americans Video Experience with the score increasing from 46.7 to 53.8 points it was not enough to shift U.S.consumers up a gear into the Good category.Instead,Video Experience remained stuck in the Fair category.Americans had the lowest Video Experience score of any of the G7 economically leading countries as U.S.carriers struggle with the combination of enormous mobile video consumption and insufficient new spectrum.Opensignals results highlight the need for the release of more mid-band spectrum to help U.S.carriers meet the mobile video needs of Americans.For the first time,we see six countries rate as Excellent for mobile video quality In Opensignals analysis of 100 countries,only mobile users in Norway,the Czech Republic,Austria,Denmark,Hungary and the Netherlands enjoyed the top category of mobile Video Experience,although overall,users in 37%of countries enjoyed either a Very Good or Excellent experience.Notably,in 2018 no country rated as Excellent.28%of countries ranked just Fair for mobile Video Experience Those countries in the Fair category include large markets like Indonesia,the Philippines,Russia,and even the U.S.By contrast,in 9%of countries users suffered a Poor mobile Video Experience,meaning mobile video is practically unwatchable.3 Mobile Network Experience Report The State of Mobile Video Experience Our Metrics Viewing smartphone video is extremely important to consumers in 2019.New video apps continue to launch on mobile first most recently TikTok while video has become a part of the fabric of social networks that started out distributing just text and photos:on Facebook and Instagram,51%and 35%of U.S.consumers respectively now watch video on their smartphone,Opensignal has found in a recent survey.Mobile is now a central part of multiscreen TV streaming services because smartphone screens are larger than ever,and everyone has a phone with them at all times.For both Apple TV+and Disney+,the smartphone is a significant part of the offer:Every iPhone bought includes one year of free access to Apple TV+.The mobile app for Disney+was downloaded 3.2m times in the first 24 hours after the service launched,even though the service launched in just three countries:the U.S.,Canada and the Netherlands.Older services are no different in the importance they place on the mobile screen:Netflix has reported that 25%of total streaming is happening on mobile networks.However,consumers often have to use these apps offline functions to download programs or movies ahead of time to sidestep potential issues with the cellular connection.Opensignal has found 43.4%of U.S.consumers report they have experienced stuttering or freezing when watching video on their smartphone.But having to remember to download a video onto a smartphone is inconvenient for consumers because its easy to forget to download a video ahead of time.Wireless operators understand that video is of critical importance to their business.Carrier technical teams know that video makes up the vast majority of the data traffic on their networks and telecom vendors forecast video data traffic will continue to rise.Ericsson forecasts video will rise from 60%of mobile data traffic in 2018 to nearly three quarters by 2024.The technical challenges of this enormous amount of data traffic mean many operators treat video differently than other kinds of data 4 Mobile Network Experience Report The State of Mobile Video Experience Our Metrics traffic to ensure video does not overwhelm everything and cause the experience of other activities like voice calling,mobile gaming,or even web browsing to suffer.Similarly,the marketing teams at wireless operators use the attraction of TV,movies and other video services to spur consumers to join their network,or to trigger customers to upgrade to a more expensive tariff plan.Operators often bundle a Netflix or an iFlix package alongside a contract commitment.For example,in the U.S.at the end of 2019:T-Mobile U.S.includes Netflix on its Magenta plans;Sprint includes Hulu and/or Amazon Prime on a number of its plans;Verizon advertises 5G as suitable for 4K video quality on mobile and bundles Disney+with its 5G wireless home broadband plans;and AT&T offers one of HBO,Starz,Cinemax,or Showtime as part of its Unlimited and More Premium plan.Full-screen mobile video ads now create vital revenues that support many otherwise free apps.The Internet Advertising Bureau(IAB)has quantified the scale of mobile video advertising:62%of total video ad starts are happening on mobile;similarly,63%of total video ad revenue is from mobile as part of an online video ad market that grew 37%between 2017 and 2018 to reach$16.3bn.Upshot,its not only consumers,media companies and wireless carriers that care about mobile video experience but mobile video is also increasingly important for advertisers.Video Experience Measures the average video experience of Opensignal users on 3G and 4G networks for each operator.Our methodology involves measuring real-world video streams and uses an ITU-based approach for determining video quality.The metric calculation takes picture quality,video loading time and stall rate into account.We report video experience on a scale of 0-100,with scores falling into the following categories:75-100 Excellent 65-75 Very Good 55-65 Good 40-55 Fair 0-40 Poor 5 Mobile Network Experience Report The State of Mobile Video Experience Our Metrics 6 Mobile Network Experience Report The State of Mobile Video Experience Our Metrics In 37%of the 100 countries that Opensignal analyzed,users enjoy a Very Good or Excellent mobile Video Experience.The top 11 countries are all in Europe,with Norway,the Czech Republic and Austria taking the top three positions.Those three are joined by Denmark,Hungary and the Netherlands as the only countries which feature in the Excellent category for mobile Video Experience in 2019.The highest-ranked non-European country is Singapore,which falls into the Very Good category.Singapore is routinely top-ranked for other measures of mobile network experience,but our Singaporean users rank lower on their mobile video experience than in other areas,perhaps as a knock-on effect of rising operator competition in the last year and resulting price pressures for Singapores established operators.Strikingly,like Singapore,there are other countries where users enjoy extremely fast mobile speeds yet are also much lower down Opensignals ranking of countries on mobile Video Experience than they are for speed.For example:South Korean users experience ranked first for download speed yet 21st for video.This contrast indicates the difference between measures of raw speed and video streaming and that the arrival of 5G is not a panacea that will solve mobile video challenges overnight despite 5Gs adoption by millions of Koreans,although over time new 5G spectrum capacity should help.Read the list of countries ranked by Download Speed Experience in Opensignals recent The State of Mobile Network Experience report.Canadians enjoyed the third fastest download speeds but for video were 22nd.Canada routinely tops Opensignals international comparisons,but as in other countries,mobile video presents a special challenge for carriers.Differences in the results for Download Speed Experience and Video Experience are often because of the technologies that wireless operators routinely deploy to manage the vast quantity of data traffic which mobile video viewing creates.In short,mobile video streaming is not treated the same by wireless operator networks as a file download test and this shows through in Opensignals analytics results.7 Mobile Network Experience Report The State of Mobile Video Experience Our Metrics Its not all good news for mobile users around the world.A sizable 28%of countries ranked just Fair for mobile Video Experience including large markets like Indonesia,the Philippines,Russia,and even the U.S.while in 9%of countries our users suffered a Poor mobile Video Experience.In large emerging economies like Indonesia and the Philippines,the challenge for carriers is every bit as acute as it is in developed markets,because consumers routinely rely on their phone as their main,sometimes their only,digital device.This means mobile video viewing may not only be a personal preference because a football game happens to be on at a slightly inconvenient time when someone happens to be away from home,but in these mobile-first countries the smartphone is often simply the only screen available at home to watch the game.Comparing the group of seven leading industrial economies the G7 highlights that in none of these countries do our mobile users enjoy an Excellent Video Experience,at least not yet.In all of these countries,the mobile Video Experience improved in the last year with users in six countries now enjoying a Very Good Video Experience having scores ranging from 65.8 to 69.8.Notably,in France mobile users enjoyed an increase in Video Experience by two categories in just one year,from Fair to Very Good.8 Mobile Network Experience Report The State of Mobile Video Experience Our Metrics However,the mobile Video Experience continues to lag in the U.S.Although here too our users experience did improve the U.S.Video Experience score rose over seven points from 46.7 to 53.8 but the U.S.remained in the Fair category.The rapid improvement in France demonstrates that its possible to improve users mobile Video Experience markedly,at least if there is spectrum capacity available to support a higher mobile video quality experience for millions of users.Wireless carriers in the U.S.face two key challenges not seen in many other countries,which make it harder to greatly improve the Video Experience:U.S.consumers watch a lot of TV,and lots of mobile video too.Opensignal has found that 39%of U.S.consumers watch TV programs on their smartphones,and similarly,38%watch movies.Also,we uncovered that 28%of consumers sometimes switch to cellular connections in order to watch video,and 38%of consumers watch video on their smartphone at home on a cellular connection(compared with 71%that watch at home on Wifi).This tremendous quantity of mobile video viewing highlights the importance of mobile video to Americans,despite users having just a Fair mobile Video Experience when using a cellular connection.9 Mobile Network Experience Report The State of Mobile Video Experience Our Metrics Carriers face a spectrum availability crunch in the U.S.Wireless capacity is essential to offering large numbers of users both fast speeds and plans with the large volumes of data needed for large scale high-quality mobile video delivery.If spectrum supply is tight,and consumers appetite for mobile video is high,then carriers face difficult choices around increasing the price of data,or of managing video streaming traffic tightly,for example to lower picture quality.If they do neither,the download experience of their users will likely suffer as video traffic overwhelms everything else on the network.To improve mobile video quality in the U.S.,what carriers need above all else is affordable new mid-band spectrum in order to support more users and more simultaneous high-definition video consumption.The very high mmWave 5G spectrum U.S.carriers have deployed is insufficient to improve the user experience because of the very limited reach of networks using those frequencies.But the U.S.has existing users in many of the key spectrum bands,which is proving challenging and delaying the release of the desperately needed capacity that is available in countries in Europe and across much of Asia.Opensignals analysis of the state of U.S.mobile Video Experience provides evidence of the pressing U.S.consumer need for new capacity to support a great mobile Video Experience.These measures can help regulators,and carriers,to make a stronger case for the rapid transition of existing spectrum users and,as a result,to accelerate the needed upcoming U.S.spectrum auctions,especially in the mid-band.10 Mobile Network Experience Report The State of Mobile Video Experience Our Metrics We have seen an improvement in users mobile Video Experience across many countries in the last year.While 18 countries rated as Poor in 2018,this has fallen to just nine this year.Similarly,we see a fall from 41 to 28 countries that rate as Fair for Video Experience.For the first time,we see six countries rate as Excellent for mobile video quality,and we see the number in the Very Good category rise from 12 to 28 countries.Large markets that moved into this Very Good tier for the first time include Canada,Germany,Italy,Japan,South Korea,Spain and the U.K.Across the globe,we see ongoing network deployments using newer 4G technologies,which means users smartphones c