New Report Finds We Have Less Patience With Rebuffering Videos

And we're binge-watching like crazy

The study surveyed consumers throughout the world. Getty Images

The amount of video watched online continues to grow as viewing habits change, according to this year’s State of Online Video report from Limelight Networks, a company that provides a content delivery network.

The company surveyed more than 5,000 consumers from several countries (France, Germany, India, Italy, Japan, the Philippines, Singapore, South Korea, the United Kingdom and the United States) ages 18 and up who watch one hour or more of online videos each week.

Here are some key takeaways from the study.

Consumers watch a lot of online video

They watched an average of six hours and 45 minutes, marking a 58 percent increase from 2016. It’s even more for a younger demographic. Among those 18 to 25, they said they watched more than nine hours per week.

Ad preferences vary by age

Of those 18 to 25 years of age, 40 percent said they were OK with interesting ads being shown to them in online videos. But only 20 percent of people above the age of 60 answered the same. Across all demographics, 58 percent said they were OK with pre-roll ads, but only 27 percent said they were fine with mid-roll ads.

SVODs aren’t replacing cable/satellite TV

In every country, SVOD subscription rates among TV subscribers are higher, which means people are taking on SVOD subscriptions but not replacing cable/satellite TV with them. In addition, younger viewers (under 45) subscribe to TV at a higher rate than older viewers.

Movies are the most-streamed online video content

More so than other categories, consumers stream movies, followed by TV shows, news, sports, video content on social media sites, user-generated content and online gaming videos. Women and viewers between the ages of 18 to 25 prefer to watch TV, while men and older viewers tend to watch movies.

We’re a bunch of binge-watchers

Viewers binge watch programming, on average, for two hours and seven minutes in one sitting. Almost half of viewers watch for three hours or more at one time.

But in recent years, as online video performance has improved, viewers’ patience has dropped. A viewer, on average, will let a video rebuffer 2.2 times. In 2016, they would let it rebuffer 2.7 times.

@SaraJerde Sara Jerde is publishing editor at Adweek, where she covers traditional and digital publishers’ business models. She also oversees political coverage ahead of the 2020 election.