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the main difference between OTA broadcasting and streaming is that you can harvest all kinds of detailed metrics and statistics from streaming viewers to help shed light on the “who, where and how long” questions.

 

 It verified that if a video clip doesn’t load and play in two seconds or less, viewers will start clicking on something else. Within 5 seconds, approximately 25 percent of viewers will have given up. After 10 seconds, about 50 percent of waiting viewers are gone.

via Is streaming TV worth the wait? | Cable & IPTV content from Broadcast Engineering.

 

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