19 OCT 2020

STREAMING REACHES AN ALL-TIME HIGH IN THE UK

UK consumers spent approximately 7 hours 24 minutes watching online video on average per week in 2020, with YouTube being the top platform of choice for more than half of viewers.

19 OCT 2020

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A study conducted by Limelight’ Networks  indicated that streaming consumption has reached an all-time high in various regions worldwide. “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,” said Nigel Burmeister, vice president at Limelight Networks, said. 

For the study, Limelight surveyed over 5,000 consumers in France, Germany, India, Indonesia, Italy, Japan, Singapore, South Korea, the UK, and the US. The respondants were aged 18 and older and who watched one hour or more of online video content each week. “Our research shows that with the rise in viewers and subscriptions, content providers must 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,” Burmeister said.

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In the UK, viewers spent 7 hours 24 minutes watching online video on average per week in 2020. YouTube remains as the top platform of choice for just over half of UK viewers at 52%, who are seeking user-generated content. Consumers also spend 8 hours 46 minutes binge-watching traditional broadcast per week, second only to the USA. UK viewers also spend 1 hour and 42 minutes a week using specialized content providers such as Disney+, compared to 4 hours and 42 minutes a week watching broad content platforms like Netflix and Amazon prime and 2 hours 18 minutes using live TV such as YouTube TV. And with consumers homebound during the pandemic, 46% of UK viewers signed up to additional streaming services and video viewing increased 14% in the past year. As a result of the pandemic, 46% subscribing to new streaming services as a result of the pandemic. 

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Despite the growth, Price and content were top reasons for canceling online streaming subscriptions: Video rebuffering remains a key frustration of online viewing. Half of UK viewers noted video rebuffering as their primary viewing frustration, while just under a third were frustrated with the poor video quality. A further 11% noted that they’d pulled the plus when a video didn’t play.

Despite the desire for content, many consumers still keep an eye on price effectiveness, with 54% affirming that they would cancel a streaming subscription due to high prices. 36% of respondants admitted to sharing login information or using someone else’s account, with the figure being the highst in Indonesia where 58% of people admitting to sharing credentials. Delays were also a dealbreaker. Almost two-thirds of UK viewers 65%, stated that they would be more likely to stream a live event had there not been broadcasting delays.

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 Vice President, Limelight Networks