Following on from our last published article at System73, we’ve been paying close attention to a recent survey conducted by Edge Cloud app developer Qwilt, which asked content publishers in the U.S. and Europe about planning, execution, and expectations when streaming large-scale live events. Our most recent article looked at content publishers’ technical concerns regarding video delivery, the benefits of a multi-CDN strategy, such as our solution, Edge Delivery, and finally, the most important streaming quality metrics for analyzing the performance of a live-streamed event. But, the survey goes much further, asking respondents to comment on the kinds of devices viewers use to consume live content, on the best overall indicators of success, and on bitrate encoding for delivering content across broadband and mobile networks. 

With more and more viewers connecting to live events each season—whether sports, e-sports, social media, or adult gaming—content publishers must be able to keep costs low and quality of experience (QoE) high to maintain profitability. This article, according to those in the game, looks at some of the biggest trends in live content delivery in 2024. 

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Max bitrate encoding for broadband and mobile networks

Bitrate encoding involves choosing the amount of data used to represent a second of video (or audio) content. Measured in kilobits or megabits per second (kbps or Mbps), it directly impacts the quality and size of the streamed content. As far as live event streaming is concerned, bitrate affects the clarity and smoothness of the broadcast —a higher bitrate generally results in better video and audio quality but requires more bandwidth, while a lower bitrate can lead to reduced quality, but is more accessible for viewers with a slower internet connection.

Qwilt’s recent 2024 survey asked respondents about the maximum bitrate they would encode to deliver live content across broadband and mobile networks. It found that the most popular max-bitrate for mobile networks was 1-2 Mbps, up 10% from their previous survey in 2022, when a 2-3 Mbps max bitrate was chosen as the most popular choice among content publishers. With regards to broadband networks, the max bitrate chosen by respondents in 2024 is 4-6 Mbps, with a majority vote up 5% from 2022. As the collective industry focuses more on profitability, it may explain why the max bitrate for mobile networks during this mass event dropped to 1-2 Mbps in 2024 from 2-3 Mbps in 2022.

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Mobile devices for live event streaming

In 2024, the popularity of watching live events on mobile devices continues to rise, with 34% of U.S. consumers tuning into live streams for breaking news and 29% for sports events. The convenience and accessibility of mobile streaming have made smartphones a preferred choice for real-time content, as well as allowing audiences to engage with live events from anywhere in the world. However, mobile tariffs and data download costs are an important factor to bear in mind from a viewer’s perspective, and may discourage users from watching live events on their phone.

According to the responses from Qwilt’s survey, 30% of content publishers would expect to see 41-50% of their viewers on mobile devices via mobile networks. Respondents to this survey are in North America and Europe, which is also reflected in the expected portion of users streaming via fixed broadband networks (54% of respondents expect between 50% and 70% of users from BB). It is important to point out that this would not be the case in regions such as India, where household broadband penetration is low, and most viewers streaming live events use their mobile devices.

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The best overall indicators of success in live event streaming

By content publishers’ standards, the success of a live streamed event depends on many factors. Key among these are the average bit rate delivered, the total number of unique viewers, viewer engagement metrics such as Average Minute Audience (AMA), and technical performance measures like Average Bit Rate (ABR). AMA measures the average number of viewers watching per minute, providing a snapshot of audience engagement and reach. ABR reflects the quality of the stream by measuring the average data rate at which content is delivered. A higher ABR generally suggests a superior viewing experience with clearer visuals and smoother playback. In response to Qwilt’s survey, 22% of respondents affirmed AMA and ABR as the two metrics that are the best overall indicators of event success, suggesting an industry-wide best practice when it comes to measuring event success.

The latest trends highlight the importance of efficient bitrate encoding, the rising dominance of mobile devices for streaming, and key metrics like AMA and ABR as benchmarks for measuring success. As the industry adapts to increasing demand from viewers for live content, content publishers will need to find strategies that allow them to balance cost efficiency and quality of experience in order to sustain successful live event streaming.

For more information about our Edge solutions or to book a call with System73, visit system73.com.

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