Global leader in digital content delivery, Limelight Networks, has released its latest report, revealing global online video consumption is up 34% in less than one year. The average for most consumers is 5 hours and 45 minutes a week, with millennials leading the charge and consuming around 7 hours weekly.
The report also found that the average global viewer subscribes to one or more video on-demand services.
Senior Director at Limelight Networks, Micahel Milligan, speaks of the transition away from traditional TV to online streaming:
“With the proliferation of online video content, viewers are moving away from traditional broadcast television viewing and have increasing expectations for broadcast-quality experiences. Our research over time has shown a clear increase in expectations and decreasing patience with poor quality experiences”.
Below are some summary takeaways from the report:
- Younger people (18 – 25) watch the largest amount of online video (7 hours & minutes weekly), closely followed by the 26 – 35 year old demographic (6 hours & 53 minutes weekly)
- eSports has significantly grown. Males aged 18 – 25 consumer more eSports and online video gaming than traditional sports programming.
- Consumers do not have the patience for poor quality. Should a video rebuffer more than twice 61% of viewers will cease watching.
- Smartphones are gaining popularity as the preferred means of viewing, and the device of choice for millennials.
- Surprisingly, individuals with cable TV has twice as many over-the-top subscription services, than those without.
- Paid for video subscription services are the highest in the United States and India. Globally, 30% of viewers state they subscribe to two or more services.
- Globally, users spend the most amount of time watching movies than any other type of content.
Limelight Network’s ‘State of Online Video’ report is available here, and 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”.
