Increased Availability of Streaming Content Driving Cord Cutting; Millennials Flock to Smartphones to Watch Online Video Acco...
22 Giugno 2016 - 1:00PM
Business Wire
Video Quality Is a Key Factor and Content
Availability Is Gaining Ground on Price As Primary Reason Consumers
Shift to Viewing Over-the-Top Content
As consumers find themselves with a wider variety of
over-the-top (OTT) content options, price is becoming less of a
factor in the decision to cut the cord with pay TV providers while
content availability increasingly drives decision-making. Streaming
video services are surging in popularity, with seven out of 10
consumers now subscribing to at least one service. These are among
the findings of the Limelight Networks, Inc. (Nasdaq: LLNW),
semi-annual ‘State of Online Video’ research report, which examines
consumer behaviors and perceptions around watching online
video.
Twenty nine percent of respondents cited rising prices as the
primary reason they would cut the cord, down more than 8 percent
since May 2015. By contrast, 20 percent of consumers said a key
factor would be the ability to directly subscribe to the channels
they want online, up 4 percent in the same timeframe. Surprisingly,
the number of respondents who would “never terminate cable or pay
television subscription” has risen from 10 percent to 15 percent
since 2015. This reinforces the diminishing impact of price on cord
cutting and a shift to content availability driving behavior.
The availability of content is particularly important to
Millennials (aged 18 to 35), who were similarly price-averse as the
population as a whole. The most striking contrast is that
Millennials are seven percent more likely to shift viewing to OTT
content and cancel pay TV subscriptions when they can subscribe to
channels directly. Millennials are also at the center of the
overall dramatic surge in OTT content consumption. Eighty percent
of Millennials subscribe to at least one OTT service and 39 percent
report watching at least seven hours of online video per week.
Among the entire consumer population, 69 percent subscribe to at
least one OTT service – a ten percent increase since May 2015.
The study also found that computers and laptops remain the
dominant devices for watching online video; however, their days at
the top may be numbered. For Millennials, the smartphone is the
most popular device for watching online video and gaining ground
among the broader population.
“Our research continues to show increasing adoption of OTT
content, especially among younger consumers,” said Nigel
Burmeister, vice president of global marketing at Limelight
Networks. “Consumers are demanding access to content when they want
it, using the device of their choosing. Traditional providers and
delivery models are increasingly at risk of being left behind as
consumers become more savvy.”
Additional key findings from the research include:
- Video quality is becoming
increasingly important. Consumers continue to report buffering
to be the most frustrating part of watching online video, but poor
video quality is starting to close the gap.
- YouTube’s decline may signal an
interest in higher quality online content. TV shows and movies
remain the most watched type of online video, with original
content/YouTube demonstrating a steady decline since the last
study. Millennials in particular are watching less YouTube in favor
of OTT services.
- Advertising in online video is
becoming more accepted. Respondents are increasingly fine with
online video ads – particularly if it allows them to access content
for free. Interestingly, Millennials are the most accepting of
advertisements.
- Millennials are the video sharing
generation. Across all social media channels, Millennials share
dramatically more video than their generational counterparts with
Facebook continuing as the channel of choice for all
generations.
“The State of Online Video” report is based on a survey fielded
in May 2016 that collected data from 1,086 consumers ranging in
age, gender and education, located in the United States, the United
Kingdom and Canada. To view the report in full, please click
here.
About LimelightLimelight 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, follow us
on Twitter , Facebook and LinkedIn and
be sure to visit our online community and read our blogs
on Limelight Connect.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20160622005387/en/
fama PR on behalf of Limelight NetworksDan Gaffney,
617-986-5036limelight@famapr.comorInvestor
Inquiries:ir@limelight.com
Grafico Azioni Limelight Networks (NASDAQ:LLNW)
Storico
Da Giu 2024 a Lug 2024
Grafico Azioni Limelight Networks (NASDAQ:LLNW)
Storico
Da Lug 2023 a Lug 2024