Case Study: CNTV halves buffering and doubles playtime with Conviva Precision

CNTV - Customer Case Study

CNTV, the digital arm of China’s national broadcaster CCTV with 22 channels and over a billion potential viewers, delivers live and VOD streaming worldwide. As it expanded globally, CNTV needed better visibility into delivery and consumption metrics, a multi‑CDN strategy, and concrete improvements in quality — notably cutting buffering in half and raising performance in Africa and North America.

Conviva analyzed CNTV’s stack, implemented a unified multi‑CDN workflow and deployed Precision and Insights to preemptively optimize streams using viewer‑centric, real‑time intelligence. The result: average bitrate (video resolution) rose by up to 180%, buffering was substantially reduced with the global buffering ratio halved, average playtime doubled across South America, Europe, Australia and Africa, and CNTV gained real‑time monitoring and control to improve engagement and costs.

CNTV

Weijun Song

CTO, CNTV