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If there is an interruption due to congestion on the internet, for example, the audio or video will drop out or the screen will go blank. To minimize the problem, computers store a "buffer" of data that has already been received. If there is a drop-out, the buffer goes down for a while but the video is not interrupted. Streaming has become very common thanks to the popularity of internet radio stations and various audio and video on-demand services, including Spotify, Soundcloud, Last.fm, YouTube and the BBC's iPlayer.

While streaming initially made its mark in the music sector, with music streaming revenues generating $ 3.3 billion at the end of 2014, [1] streaming is currently making phenomenal headway in the video distribution and consumption space. The video streaming market today: beyond distribution and into content creation Video streaming: the technical bit Video streaming technology has come a long way: the most important group, of course, are the streaming technology providers themselves, who choose which technologies and services to integrate into their platforms. These include Apple, which provides QuickTime as well as the HTML5-based technology to reach iOS devices; Adobe with Flash; and Microsoft with Windows Media and Silverlight. In the early days of streaming, the most relevant playback platforms were Windows and Macintosh computers. While Apple and Microsoft still hold generous leverage, computer platforms tend to be more open than mobile devices, while the latter composer is the fastest growing segment of streaming media viewers.

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Because Apple owns both a very popular platform (iDevices) and operating system (iOS), it retains absolute power to control standards adopted by Apple devices. Other mobile influencers tend to be split between hardware vendors – like LG, Samsung, Motorola, Nokia and HTC – and mobile operating system providers like Google (Android) and Microsoft (Windows Phone). Streaming media delivery providers such as online video platforms ("OVPs") (which are product-services that enable users to upload, convert, store and play back video content on the internet, often via a structured, scalable solution that can be monetized) and such as user-generated-content sites ("UGC sites"), also influencing streaming technology adoption. For example, though Microsoft introduced Silverlight in 2007, it was not supported by any OVP until 2010, stopping its adoption. In contrast, OVPs like Brightcove and Kaltura, and UGC sites such as YouTube and Vimeo were among the first to support the iPad and HTML5, accelerating their adoption.

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While there are dozens of providers in both markets, the key OVPs include Brightcove, Kaltura, Ooyala, Sorenson Media, Powerstream and ClickstreamTV, while the most notable UGC sites are YouTube, Vimeo, DailyMotion, Viddler and Metacafe. On the video live-streaming front as well, technology has made significant strides. Specialized OVPs such as Ustream and Livestream offer instant broadcasting of user-generated live videos with a live chat window running along the video player, giving users an opportunity to not only watch events as they unfold but comment on them, too [2]. YouTube made a video live streaming service available to its users too. And now, the icing on the cake: video streaming distributors and providers.