Improvising the Media Streaming Experience with Contextual Breaks

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July 29, 2018 by tushumane

CDs/ DVDs are already in scrap and people are thinking about various solutions on how to recycle those into other useful stuff. USB storage sticks aka pen drives sell is predicted to reach zero by 2020. With fiber optics being laid out in every corner of the globe and wireless technology crossing, it’s 5th generation, humankind would expect to go hands-free in next 10 years.

One of the key outcomes of this technology revolution is audio/video streaming. People are going crazy about online streaming services like YouTube, Netflix. Songs are exclusively getting released on iTunes, Gaana, Saavn etc. Every social media like Facebook, LinkedIn has their own embedded media player. The whole Educational system has now got it’s digital twin, including mentoring. All this revolution is based on concepts like ‘open-source’ and ‘free’ service offerings.

Digital education giants like Coursera and edX are open-source while freelancing on YouTube is free. Becuase YouTube itself is based on term ‘Free’, meaning you’ll get to watch everything freely based on a condition you will have to bear the advertisements. All audio streaming applications follow the similar pattern as well. Embedded media services on Facebook, Twitter, Linked In and so on also liked ‘Free’ concept which makes customers happy with free services at the same time making a considerable profit based on advertisement model.

‘Open Source Streaming’ model differs from ‘Free’ in the sense you do not get interrupted by advertisements at all. Full streaming without any hassle.

But 70% of the streaming market is held by ‘Free’ model. Hence improvising the streaming service would result in a splendid user experience. But what does it mean by improvisation? This article focuses on the ‘Free’ streaming model.

Has your streaming ever get cut off in between by advertisement? Of course, it is! and you know why. Though you think it is the part of Free Model, you might not be aware of whether that hindrance is affecting your user experience unknowingly. Here’s one example to illustrate it.

Gurmeet is watching a war movie on YouTube freely. The movie is all about planning the war tactics and executing it successfully. Gurmeet is going to face one 30 seconds advertisement as part of Free Streaming Model.

Now consider these two scenarios:

  1. The tactics of war are being discussed, one of the characters is speaking and all of a sudden the advertisement comes in between. Owfooh! the Gurmeet says. He gets irritated by the advertisement. Maybe he hates it. The involvement, the link has now been broken. He closes his eyes, bears the advertisement. But now he thinks why not to have a glass of water as I am already interrupted. Then, in between, he makes a call to his close friend Sadashiv and expresses the thrill of the movie and also recommends him to watch it. He comes back in front of the screen and resumes the movie, the character continues the dialogue, finishes it. The planning scene is over and now in the next scene, soldiers are on the war field. Has Gurmeet lost something or unknowingly forgotten one of the tactics which would play important move in the war? And then Gurmeet scratches his head and says where the hell this move has come from?
  2. The advertisement is played after tactic discussions are over and before soldiers are moved on the war field. In this case, Gurmeet won’t leave his seat, he might see the advertisement also and the link is still open. Now he has understood how tactics have been implemented in war and understood the movie logically. This time he might have liked the advertisement and maybe he will buy the product too.

For illustration, I used just one advertisement, in real life, Gurmeet could face more than one. What would happen then?

Okay, let us keep aside movies, those are for entertainment purpose. What would be happening with students who watch lectures? or What in case of some important and valuable videos?

As you already have guessed this is the case of split attention and two crucial points have been highlighted.

  1. Maintaining the link and user involvement throughout the streaming.
  2. Do not irritate the user and hamper sell of product you advertise between the streaming. Self-damage.



  1. Video release manager should define the context switching points along with the video. (100 % accurate, but might be chargeable by video owner)
  2. Maintain logs of pauses all viewers have taken of that particular video and then play advertisement at those points. (less accurate, but will be totally free for streaming service providers)


So, what do you think? Let’s raise the voice and solve this issue. Express your opinions in the comments. Freelancers are very much welcome to make a prototype so that we can have a demonstration to any of the streaming service providers and improve our own experience.

Thank you for reading.




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About Me

Tushar Mane.

IoT Solutions Develeoper at TASM2M.
MTech in Computer Science, Symbiosis Internatinal University.
PG Diploma in Systems and Security, CDAC, Pune.
Software Integrator at CMC Limited, India.
Bachelor of Engineering, Information technology, University of Pune.


Contact: +919503237523


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