THE INC. LIFE

People Around the World are Watching More Videos Online, Report Says

The average global viewer watches a total of five hours, 45 minutes of online video content each week

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BY Jared Carl Millan - 28 Sep 2017

Watching More Videos Online

PHOTO CREDIT: Getty Images

Before YouTube, video streaming as a means of media consumption was available only to a few. But today, it has become such a huge part of our daily lives, as evidenced by a recent “State of Online Video” report by Limelight Networks.

According to the report, “the average global viewer watches a total of 5 hours and 45 minutes of online video content each week and subscribes to one or more video on-demand services.”

The report also illustrates the different consumption habits of different nations. For example, India, Singapore, and the United States spend the most time watching online videos. They average 7.12 hours; 6.62 hours; and 6.58 hours, respectively.

The viewing habits of Filipinos are not far behind; its viewers average at 6 hours and 21 minutes per week. Meanwhile, Germany only clocked in an average of 4 hours and 14 minutes.

“With the proliferation of online video content, viewers are moving away from traditional broadcast television viewing and are demanding broadcast-quality online experiences,” says Michael Milligan, senior director at Limelight Networks, in a media release. “Our research over time has shown a clear increase in expectations and decreasing patience with poor quality experiences.”

Millennials watch the most video

Perhaps not surprisingly, it is the millennial demographic that was found to consume the most video.

The report said that viewers aged 18-25 average “7 hours, 18 minutes per week and people aged 26-35 watching 6 hours, 53 minutes per week. Viewers 60 and older only watch 3 hours, 46 minutes per week.”

Another interesting point in the report was that consumers won’t put up with poor viewing experience. “Poor quality video was ranked the top frustration when viewing videos online. Rebuffering (when a video pauses during playback to load more content) came up second. If a video rebuffers more than twice, 48 percent of viewers will stop watching.”

As for the channel with which they watch these videos, smartphones are becoming increasingly popular. While laptops and desktop computers are still the primary option for streaming videos, millennials are found to prefer settling for smaller screens for their entertainment.

Meanwhile, both the United States and India are leading in terms of online video subscriptions.

“Consumers globally are signing on to streaming with 30 percent of viewers noting they subscribe to two or more services,” according to the Limelight Networks report. “Subscription rates are highest in the U.S. and India, where 50.8 percent and 46.8 percent, respectively, subscribe to two or more services.”

The “State of Online Video” report is based on a survey of 4,000 consumers ranging in age, gender, and education in France, Germany, India, Philippines, Singapore, South Korea, the U.K., and the U.S.