Understanding and Improving User Engagement in Adaptive Video Streaming

Today's video service providers all desire to deeply understand the ever changing factors on user QoE to attract more users. In this paper, we study the user engagement with respect to video quality metrics and improve user engagement in adaptive video streaming systems. We conduct a comprehensive study of the real data from iQIYI, covering 700K users and 150K videos. We find bitrate switch becomes the new dominant factor on user engagement instead of rebuffering events. We also observe the impact of rate of rebuffering is more dominant than rebuffering time. We examine novel interdependencies between quality metrics in the system, e.g., the positive correlation between bitrate switch and average bitrate, which is due to the context system strategy, i.e., conservative bitrate enhancing strategy adopted by iQIYI. To improve user engagement, we propose a new engagement centric QoE function based on real data and design server side ABR algorithm which leverages our new QoE function. We evaluate our method for online test in iQIYI, with 490K real users viewing 666K streams. The results show our approach outperforms existing approaches by significantly improving the viewing time, i.e., 2.8 minutes longer viewing time per user.