Limelight Networks has released survey results showing that while millennials and males lead in online viewing, access to sports – or lack thereof – is a deterrent to cord-cutting.
Per Limelight’s fourth semi-annual State of Online Video, which surveyed US and UK consumers, 41% of respondents said price increases would be “the primary reason” for cancelling a cable, telco or satellite subscription, and that 24% “would cut the cord when they could directly subscribe to the channels they want online.” However, among millennial males, 20% would not cancel until more live (sports) content becomes available online, compared to just eight percent of all respondents.
More than three-quarters watch online video every week, with 68% of millennials watching more than two hours of online video per week, compared to just half of consumers overall. Also, men (58%) watch more than two hours per week, compared to women (45%).
Television shows are the most popular type of content, followed by original content/YouTube, and movies.
“Consumers – in particular younger generations – are increasingly turning to online streaming to access video content,” said Michael Milligan, senior director at Limelight Networks. “As adoption continues on mobile devices, expectations are for high-quality video anywhere, any time, on any device.”
Additional findings show more Americans (more than 68%) subscribe to an online video service than UK consumers (48%), and that online viewing on smartphones continues to grow.
Here’s the complete report.
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