IRIS.TV Finds Adaptive Video Personalization Increases Consumption by 50%

written by: Richard Kastelein

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iristvIRIS.TV, the leading in-player video recommendation engine, reports that its programmatic video delivery technology, Adaptive StreamTM, has increased video consumption by 50% across all its clients. The results of these findings just further solidifies that consumption of online video is significantly enhanced by a personalized user experience.

By integrating Adaptive StreamTM in their video players and mobile apps, IRIS.TV’s clients are able to deliver the most relevant streams of video to their viewers, just like TV. Yet unlike TV, viewers’ feedback is captured in real-time through interactive buttons, allowing the stream to dynamically adapt to the changing preferences. IRIS.TV’s personalization has a proven track record for increasing audience engagement and retention. In general, viewers tend to watch a video and bounce to another site or app. When users are presented with an IRIS.TV stream of recommended videos, they tend to watch four to five times as much content- higher than what is typically observed with loyal viewers. These findings indicate that value may not only lie in reducing the bounce of unique views, but in extending the viewing experience of retained audiences.

“At IRIS.TV, we have carefully constructed the most dynamic viewing experience to date, allowing users to enhance content consumption and maximize video view inventory for its content publishers," said COO Richie Hyden. "Much like programmatic ad tech has revolutionized the advertising space, IRIS.TV is bringing the future of TV to the present by optimizing the delivery of single video assets to users. These results prove that users will increase their consumption when personally relevant content is delivered to them.” 

Based on IRIS.TV’s current and past data analysis, personalization and average revenue per user (ARPU) are positively correlated. This supports the notion that customizing online video content will improve a company’s overall revenue by keeping users watching more, watching longer, and watching often. Even more fascinating is the positive impact personalization and recommendation engines have on long-tail content discovery. By recommending the most relevant videos regardless or recency, IRIS.TV increases the value of the entire video library. This means videos added to the library months ago can still have a high view rate, essentially extending the lifespan of long-tail content.

For IRIS.TV, increasing consumption by 50% across clients isn’t just promising for the company and its partners, but for the entire online video industry. From advertisers, to publishers and content owners, dynamic, real-time personalization is the critical ingredient for achieving longer engagement times and higher revenues.

IRIS.TV Inc is a video recommendation engine that allows video publishers and content owners to generate more video views in a continuous playback experience. The software is designed to increase revenue and simplify operations for web and mobile video distribution, matching content based on audience preferences and user interactions. The company's core product Adaptive Stream(TM) delivers relevant content in a television-like experience, personalized to each viewer's interests. For more information, please visit and follow us on Twitter @iris_TV.

About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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