Millennials and Males Lead in Online Video Viewing According to Limelight Networks’ ‘State of Online Video’ Report
14 Dicembre 2016 - 1:00PM
Business Wire
Survey Reveals Access to Sports Is a Major
Cord-Cutting Hurdle and TV Shows are King of Online Video
Content
Millennials and males are leading the trend toward online video
viewing, according to the fourth semi-annual “State of Online
Video” research report released by Limelight Networks, Inc.,
(Nasdaq:LLNW), a global leader in digital content delivery.
The survey of consumers in the U.S. and U.K. revealed more than
three-quarters watch online video every week, and there are
significant differences in video adoption by age and gender. While
just over half of all consumers watched more than two hours of
online video per week, 68 percent of Millennials do so. There is
also a significant disparity by gender, with more than 58 percent
of men watching more than 2 hours per week, compared to less than
45 percent of women.
The research also shows viewers prefer watching TV shows to
other types of online content. Respondents ranked television shows
as the top type of content they watch online, followed closely by
original content/YouTube, and movies. Millennials prefer to watch
TV shows and movies online, while people over 60 primarily watch
original content/YouTube and news.
High prices continue to be the most important factor influencing
whether consumers will cut the cord with cable or pay-TV providers,
with 41 percent citing price increases as the primary reason they
would abandon their subscription. However, 24 percent of
respondents said they would cut the cord when they could directly
subscribe to the channels they want online. Access to sports and
other live events is a significant concern for Millennial males,
with 20 percent saying they would not cut the cord until more live
content becomes available online, compared to just eight percent of
the population as a whole.
“Consumers – in particular younger generations – are
increasingly turning to online streaming to access video content,”
said Michael Milligan, senior director at Limelight Networks. “As
adoption continues on mobile devices, expectations are for
high-quality video anywhere, any time, on any device.”
Additional key findings from the research include:
- Americans are far more likely to pay
for online streaming than British viewers: More than 68 percent
of U.S. respondents subscribe to a video on demand service, with 34
percent subscribing to more than one service. Less than half (48
percent) of U.K. respondents subscribe to an online video service,
with only 16 percent subscribing to multiple services. In the U.S.
people are far more likely to use a streaming device with 72
percent doing so compared to 65 percent of the respondents in the
U.K.
- Smartphones continue to grow in
popularity for online viewing: Although a computer or laptop
remains the most common device for online video viewing, their use
has been shrinking while smartphone usage continues to grow. For
Millennials, smartphones are already the primary device for
watching online video.
- Consumers expect a high-quality
online video experience and are frustrated with buffering: More
than half of consumers think buffering is the most frustrating
aspect of watching online video. Nearly half of respondents (46
percent) will stop watching a video after the second time it
buffers, and 78 percent will stop if it buffers three times.
The “December 2016 State of Online Video” report is based on a
survey of 1,779 consumers ranging in age, gender, and education,
located in the United States and the United Kingdom. Click here to
view the complete report.
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 NetworksPaulina Bucko,
617-986-5021limelight@famapr.comorInvestor
Inquiries:ir@limelight.com
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