Consumers worldwide are watching more online video than ever, increasing 58 per cent since 2016, to an average of six hours, 45 minutes each week, according to the new State of Online Video report from edge cloud services provider Limelight Networks.
However, the study finds consumers still spend more time watching traditional broadcast, averaging eight hours, two minutes each week. Performance issues with online video, such as live event delays and video rebuffering, continue to turn viewers off, pushing them to rely on traditional broadcast viewing.
In fact, 60 per cent of global consumers note they would be more likely to watch live sports online if they were guaranteed not to experience viewing delays. When it comes to online video frustrations, rebuffering is the primary area of contention for viewers, with two-thirds (66 per cent) reporting they will stop watching a video after two rebuffers.
Additional insights from the report include:
“As consumer adoption of online video has increased, patience for video interruptions is at an all-time low,” said Michael Milligan, Senior Director at Limelight Networks. “Missed moments spoil live online viewing experiences, which means that providers must ensure low latency to lure viewers away from traditional TV. Limelight Realtime Streaming solves this problem by enabling organisations to stream live video in less than a second, providing online viewers with the same experience enjoyed by broadcast viewers.”
The State of Online Video report is based on responses from 5,000 consumers in France, Germany, India, Italy, Japan, Philippines, Singapore, South Korea, the UK, and the US age 18 and older who watch one hour or more of online video content each week.