October 14, 2020
Thanks to the coronavirus, online video is more popular than ever with the average global viewer watching nearly eight hours (seven hours, 55 minutes) per week, according to new data from Limelight Networks. With consumers homebound during the pandemic, video viewing increased 16% in the past year, according to the report commissioned to understand consumer perceptions and behaviors around online video.
The report — “State of Online Video 2020” — is based on online responses from 5,000 consumers in France, Germany, India, Indonesia, Italy, Japan, Singapore, South Korea, the United Kingdom and the United States, ages 18 and older, who watch one hour or more of online video content each week.
Top trends include:
- Staying home drove streaming subscriptions. Nearly half (47%) of people worldwide subscribed to a new streaming service in the past six months, with the primary reason being that people are spending more time at home due to COVID-19 (40%). The second-largest driver of new subscription purchases (25%) is availability of new content.
- Consumers are price cautious. Almost half (47%) of global consumers will cancel a streaming subscription due to high prices. More than a third (37%) admit to sharing login information or using someone else’s account. Password sharing is highest in Indonesia, with 58% of people admitting to sharing credentials.
- User-generated content viewing surges. Watching user-generated content has doubled over the past year to an average of four hours per week. Google-owned YouTube continues to dominate as the most-preferred platform for watching user-generated content (65%), followed by Facebook (16%).
- Buffering delays are a deal-breaker. Most people (64%) say they would be more likely to stream a live event if it is not delayed from live broadcast.
“Online video demand has clearly accelerated around the world this year, especially with so many people looking for entertainment, information and communication as they have spent more time at home due to COVID-19,” Nigel Burmeister, VP at Limelight Networks, said in a statement. “Our research shows that with the rise in viewers and subscriptions, it is critical that content providers have the right combination of the content consumers want, the infrastructure to scale to meet demand and technology to give them the best possible online experiences.”