Limelight’s Latest ‘State of Online Video’ Report Shows Consumers Increasingly Watch Online Video Content on Their Own ...
16 Dicembre 2015 - 3:05PM
Business Wire
Video Consumption Continues to Rise While
Consumers’ Tolerance of Interruptions and Ads Declines Says
Semi-Annual Study from Global Content Delivery Leader
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:
- Millennials are far more likely to
subscribe to over-the-top (OTT) services. When asked how many
online services such as Netflix and Hulu to which they currently
subscribe, more than 40 percent of Millennials subscribe to at
least one vs. 32 percent of older generations. In addition, 31
percent of Millennials subscribe to two or more OTT services as
compared to 18 percent of older counterparts.
- Cord-cutting is increasingly driven
by content availability. In its April 2015 survey, Limelight
found most consumers would terminate their pay and cable TV
services “because the price keeps going up.” The latest survey
showed this is changing, with access to content—getting the content
directly from content owners, live events more prevalent online,
and content availability via antenna— becoming more of a factor
than it was in the past.
- Millennial patience with video
buffering may be waning. As compared to April 2015, Limelight
found a 35 percent increase in the number of respondents who would
abandon a video after only one buffering event, indicating an
erosion of patience for video interruptions.
Additional key findings revealed in the report include:
- Apps on Smart TVs are the go-to
source for viewing video on the television. Despite the rash of
OTT devices on the market giving consumers more choices than ever
for how they watch their online video content on their televisions,
the Smart TV still represents the device that most consumers use
for watching OTT content.
- When it comes to OTT devices, Xbox
is leading the market with Sony close behind. Based on survey
responses, the Xbox is clearly leading the market for
“multi-function OTT devices” at 28 percent, followed by Sony’s PS4
at 23 percent and Apple TV at 16 percent. The survey also included
the new Amazon Fire TV Stick, which achieved 8 percent of market
share, just slightly behind Roku at 11 percent.
- Fewer people are sharing video
online, and Facebook’s lead is shrinking. As compared to April,
people who said they do not share video online increased by 20
percent. For those who did share, those using Facebook, Twitter and
Pinterest declined, while YouTube held steady.
“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.
About LimelightLimelight 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.
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fama PR on behalf of Limelight NetworksTed Weismann,
617-986-5009limelight@famapr.comorInvestor Inquiries:
ir@limelight.com
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