Online video consumption continues to rise while consumers’ tolerance of interruptions and ads declines according to our second “State of Online Video” research report released today. The report reveals a rapid shift in online video viewing, especially amongst Millennials. Key findings include:
- More than 83 percent of consumers watch on-demand video, an increase of four percent since April.
- Consumers want to cut the cord, but they may not want to pay for Over-the-Top (OTT) content either.
- Millennials are far more likely to subscribe to over-the-top (OTT) services.
- Apps on Smart TVs are the go-to source for viewing video on the television.
- When it comes to OTT devices, Xbox is leading the market with Sony close behind.
- When videos get interrupted, viewers abandon.
- Fewer people are sharing their videos online but when they do, it’s on Facebook with YouTube a distant second.
- There is a growing anti-advertising sentiment among online video viewers.
“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.”