A Study on ef fect of Advertisement Insertion to QoE in Video Streaming Services

Video streaming services such as Youtube and Netflix are one of the largest growing online services in the past few years. Currently, many video streaming service systems insert one or more advertisements in the middle of videos. However, such interruption of video viewing by the advertisement insertion forces users to view completely different videos which they are willing to and may be a cause of user’s quality of experience (QoE) degradation. To address the aforementioned issue, this study has done the experiment to evaluate the impact of multiple advertisement insertion into a single video to QoE. The experimental results showed that the user’s QoE increases when the advertisements are interesting to the user and there is no overlapped content in the multiple advertisements. We also discussed the maximum usage time to obtain sufficient utility from the perspective of service management based on two indicators: the profit obtained by an advertisement provider and the QoE of users.