Consumers worldwide are continuing to watch more videos online than before, increasing the global average to six hours and 45 minutes each week, a 58 per cent rise from the 2016 figure, says the ‘State of Online Video 2018’ report from Limelight Networks, a leading provider of edge cloud services.
A similar trend is seen in India, with Indian viewers now watching video content for an average of eight hours 28 minutes each week, significantly exceeding the global average. This is a result of ever-increasing digitization, availability of more digital video viewing platforms, and cheaper data tariffs.
Additionally, the study revealed the proclivity of Indian viewers to watch content online versus traditional television broadcast, which only garnered an average of eight hours and eight minutes of viewing each week. Through online channels, Indian viewers largely watch movies, followed by news, TV shows and sports, amongst others.
However, rebuffering remains the primary viewing frustration for consumers globally. This is also the case in India, with 46 per cent of respondents citing this as their top frustration. Additionally, two-thirds (66 per cent) of viewers admitted that they will stop watching a video after two rebuffers.
|Rebuffering remains the primary viewing frustration for consumers globally. This is also the case in India, with 46 per cent of respondents citing this as their top frustration|
Apart from rebuffering, performance issues with online viewing, such as live event delays, continue to turn viewers off, pushing them to rely on traditional broadcast viewing. When asked if they would be more likely to watch live sporting events online if there were no delays from the television broadcast, 79 per cent of Indian consumers said they would be more likely to watch online.
Jaheer Abbas, Senior Director, Southeast Asia and India, Limelight Networks, said, “Online media has provided unmatched flexibility and options to Indian consumers, who can now enjoy access to a myriad of media content from movies to sports, infotainment and TV series round-the-clock and on-the-go. Additionally, with decreasing data tariffs, we foresee that online video viewing will continue increasing in popularity in India.”
“In order for market players to succeed within this increasingly competitive digital media industry, they need to ensure seamless content delivery for each and every customer in order to retain and attract customers with their services,” he added.
The State of Online Video report is based on responses from 5,000 consumers in France, Germany, India, Italy, Japan, Philippines, Singapore, South Korea, the United Kingdom, and the United States, aged 18 and older who watch one hour or more of online video content each week.