Millennials Driving Change in TV and Online Video Consumption According to New Limelight Networks Study
06 Maggio 2015 - 3:05PM
Business Wire
More Than 90 Percent of Consumers Open to
‘Cutting the Cord’; Shift Led by the Desire for Flexibility and
Increasing Availability of On Demand Programming
Limelight Networks, Inc. (“Limelight”) (Nasdaq:LLNW), a global
leader in digital content delivery, today revealed the results of
its “The State of Online Video,” research report, which
demonstrated a clear shift in video consumption trends led by
Millennials. Among the findings, the research reveals that, under
the right circumstances, 90 percent of consumers are open to
“cutting the cord” and cancelling their cable and pay-TV
subscriptions in favor of over-the-top (OTT) video services such as
HBO Now and Hulu.
“Our findings show that consumers are increasingly moving away
from the traditional television experience towards online viewing,”
says Jason Thibeault, senior director at Limelight and author of
the report. “With Millennials leading this change, consumers are
driven by the flexibility of being able to watch what they want,
where they want, and on whatever device they choose.”
While OTT service offerings are in their early stages,
consumers are beginning to move in that direction choosing to get
the content they want directly from the content owner over the
Internet rather than from a pay-TV service provider. In fact, 90
percent of respondents said they either don’t have cable or would
be willing to cut the cord for reasons such as price increases or
the ability to subscribe directly to the channels they want.
Flexibility of watching on demand and cost are two main drivers of
this shift.
On average Millennials view 4-7 hours of online video a week,
nearly twice that of all other age groups surveyed. Despite the
popularity of mobile devices and smartphones, today personal
computers are the top choice for consuming online video across all
age groups. However, younger viewers are 10 percent more likely to
watch on a smartphone than any other age group.
“The State of Online Video” study is Limelight Network’s latest
in a series of annual surveys that explore consumer perceptions and
behaviors around digital content. The survey was conducted in April
2015 and is based on responses from 1,200 consumers globally. To
view the full report, please click here.
About Limelight
Limelight Networks (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.
famaPR on behalf of Limelight NetworksDeena Kimball,
617-986-5018limelight@famapr.comInvestor inquiries: ir@llnw.com
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