Video Consumption Continues to Rise While Consumers’ Tolerance of Interruptions and Ads Declines Says Semi-Annual Study from Global Content Delivery Leader
TEMPE, Ariz.--(BUSINESS WIRE)-- The shift in consumer online video viewing habits is changing rapidly, according the latest survey of more than 1,200 consumers from Limelight Networks, Inc., (Nasdaq:LLNW), a global leader in digital content delivery.
According to the second semi-annual “The State of Online Video” report released today, more than 83 percent of consumers watch on-demand video, an increase of four percent since April 2015. The percentage of consumers watching four or more hours of on-demand video a week increased to more than 36 percent as compared to 30 percent in April 2015. Among Millennials, the greatest jump is in those that watch 10 or more hours of video per week (nearly 20 percent vs. 15 percent in April 2015), perhaps a tell-tale sign they are binge-watching more often than their counterparts in different demographics.
How are consumers watching on-demand video? A growing number are doing so on their TV, either through apps on Smart TVs or connected devices such as Roku, Apple TV, Xbox One or Sony PS4. This creates a challenge for content providers – ensuring broadcast quality to many devices – as consumers will abandon an on-demand video if the quality is poor.
Millennials Continue Driving Change in Online Video Consumption
The latest Limelight survey includes significant insight into the perceptions and behaviors of the Millennial generation with regards to the consumption of TV programming and online video. In addition to the fact that Millennials consume more video per week than other groups, it also revealed the following:
Additional key findings revealed in the report include:
“The world of online video is anything but predictable,” said Jason Thibeault, senior director of marketing at Limelight. “Even in the few months between our April and December studies, we have seen a significant shift in how people choose to consume content. Organizations trying to take advantage of this changing landscape—from traditional broadcast to online video—must keep in mind how easily things shift as operational and business flexibility is paramount to achieving success.”
The “State of the Online Video” report is based on a survey that collected data from 1,271 consumers chosen at random located in the United States, United Kingdom, Canada and Australia, aged 18-69. For a complete look, download the report here.
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 award winning Limelight Orchestrate™ platform includes an integrated suite of content delivery technology and services that helps organizations secure digital content, deliver exceptional multi-screen experiences, improve brand awareness, drive revenue, and enhance customer relationships — all while reducing costs. 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.
Source: Limelight Networks Inc.