Whitepaper outlines benefits of colocation services

These measurements were compared against networks that did not utilise an edge localisation strategy with EdgeConneX.

EdgeConneX colocation services minimise the distance between viewers and video content. The company’s Edge Data Centers (EDCs) circumvent the distance, capacity constraints, multiple network hops and centralised processing loads that exist in traditional internet architecture. EdgeConneX and Conviva have been consistently measuring the impact of these colocation solutions on the quality of experience delivered to viewers. The Conviva findings in 2016 have proven once again that mobilisation of content brings success and directly impacts the bottom line for both SVOD and AVOD publishers.

In the 2015 study, Conviva found a 12-20% reduction in rebuffering time when a content provider was localised in an EdgeConneX EDC and directly linked to the ISP. The 2016 study found an even greater benefit. The average performance improved 25% as a result of localising content at the edge across eight metro areas in the United States. Furthermore, findings revealed that the EdgeConneX-enabled ISP’s improvement across these eight areas against the next leading CDN was 23%, and against national broadband providers was 16%. In the Pittsburgh metro area, as an example, Comcast, using EdgeConneX to enable their content delivery, has shown 19% improvement against the next leading CDN and 34% improvement against the next leading metro broadband provider.

“Conviva strives to make the internet a better place for video by providing our data and analytics services to ecosystem providers such as EdgeConneX and Comcast,” commented Dr. Hui Zhang, Co-Founder and Chief Executive Officer, Conviva. “Services provided by EdgeConneX optimise the experience for everyone in the video ecosystem, improving delivery levels and increasing consumers expectations above and beyond traditional linear TV.”

“Our Edge Data Centers effectively improve the delivery of high volume, mission-critical content such as IP video,” stated Clint Heiden, Chief Commercial Officer, EdgeConneX. “In this latest analysis, Conviva has demonstrated that video cached locally in our Edge Data Centers and delivered over the Comcast network had significantly lower rebuffering. The combination of localisation and direct peering continues to resonate with our customers and end-users alike. This translates to higher viewer engagement and greater revenue for both ISPs and content providers.”

In earlier studies, Conviva found that a 1% increase in interruption resulted in a 14-minute reduction in engagement per user viewing session. With an average 25% reduction in interruptions across eight metro areas in the US, ISPs enabled by EdgeConneX Edge Data Centers at the edge should expect substantially lower viewer abandonment rates.

“Comcast is extremely pleased with our partnership with EdgeConneX and their purpose-built, edge infrastructure,” shared Paul Merritt, Vice President, Comcast Business for the Keystone Region. Together with content and connectivity ecosystem partners, Comcast can deliver superior video and cloud services to our end-users. As Conviva measurements demonstrate, our strategy to localise the ecosystem in our metro areas significantly raises the quality of the customer experience.”

You can download the full report by clicking here.