New report reveals average global viewership jumps to five hours, 45
minutes per week; Millennials lead the shift at seven hours, three
minutes per week
TEMPE, Ariz.--(BUSINESS WIRE)--
Millennial consumers worldwide lead the growth of online video
consumption, according to the “State of Online Video” research report
from Limelight
Networks, (Nasdaq:LLNW), a global leader in digital content
delivery. Taking a close look at consumers’ changing viewing habits, the
annual report shows that the average global viewer watches online video
five hours, 45 minutes each week and subscribes to one or more video
on-demand services.
The increasing shift to online viewing video is a global trend with
viewers in India, Singapore, and the U.S. spending the most time
watching online videos, averaging seven hours, seven minutes; six hours,
37 minutes; and six hours, 35 minutes per week, respectively. Germany
had the lowest rate of online video viewership at four hours, 14
minutes, and nearly half of respondents watching only one to two hours
per week.
“With the proliferation of online video content, viewers are moving away
from traditional broadcast television viewing and have increasing
expectations for broadcast-quality experiences,” said Michael Milligan,
Senior Director at Limelight Networks. “Our research over time has shown
a clear increase in expectations and decreasing patience with poor
quality experiences.”
Additional insight from the report includes:
- Millennials Watch the Most Online Video. Younger people watch
the most online video, with viewers 18-25 averaging seven hours, 18
minutes per week and people 26-35 watching six hours, 53 minutes per
week. Viewers 60 and older only watch three hours, 46 minutes per week.
- The Growth of eSports. Although traditional sports programming
was the third most watched type of online video content by men, males
18-25 watch more eSports and online video gaming than traditional
sports programming.
- Consumers Won’t Waste Time on a Poor Experience. Rebuffering
(when a video pauses during playback to load more content) is the top
frustration when viewing videos online – surpassing poor video quality
and limited device access. If a video rebuffers twice, more than 61
percent of viewers will stop watching. Only 15 percent will continue
watching after rebuffering happens for a third time.
- Smartphones Gain Popularity for Viewing. Although computers and
laptops are the primary online video viewing device globally,
smartphones are the preferred device in India and South Korea.
Smartphones are also the preferred device for millennials.
- Cable Subscribers Keep the Cord and Go Further Over-the-Top. Despite
cord-cutting concerns, the report uncovered that people subscribing to
cable have twice as many over-the-top subscription services than those
without cable.
- U.S. and India Lead Subscriptions to Online Video Streaming
Services. Consumers globally are signing on to streaming with 30
percent of viewers noting they subscribe to two or more services.
Subscription rates are highest in the U.S. and India, where 50.8
percent and 46.8 percent, respectively, subscribe to two or more
services. In comparison, only 16.7 percent of respondents in France
subscribe to two or more services.
- Movies and TV Shows Lead Online Viewing. Globally, viewers
spend more time online watching movies than any other type of content.
However, viewers in South Korea and the U.K. watch TV shows most
often. When viewed by gender, men prefer movies, while women prefer TV
shows.
The “State of Online Video” report is based on a survey of 4,000
consumers ranging in age, gender, and education in France, Germany,
India, Philippines, Singapore, South Korea, the U.K., and the U.S. The
complete “State of Online Video” report is available here.
About Limelight
Limelight Networks Inc., (NASDAQ: LLNW), a
global leader in digital content delivery, empowers customers to better
engage online audiences by enabling them to securely manage and globally
deliver digital content, on any device. The company’s Limelight
Orchestrate Platform includes a global infrastructure with a
fully-integrated suite of capabilities and services to help you address
all your content delivery needs. The Orchestrate Platform solves your
most important content delivery challenges so you can deliver the next
great digital experience anywhere. For more information, please visit www.limelight.com,
read our blog,
follow us on Twitter , Facebook and LinkedIn and
be sure to visit Limelight
Connect.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170912005497/en/
SHIFT Communications
Lori Niquette, 617-779-1800
Limelight@shiftcomm.com
or
Investor
Inquiries:
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Source: Limelight Networks Inc.