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Published on September 25th, 2018 | by Brad Gibson


Price jumps, poor playback growing concerns to online streaming customers, study finds

A new study on the State of Online Video 2018 reveals while consumers are watching more video online, they’re less accepting of price jumps and poor playback performance.

Research by the content-distribution firm LimeLight Networks, showed that respondents in France, Germany, India, Italy, Japan, Philippines, Singapore, South Korea, the United Kingdom, and the United States are watching 6 hours and 45 minutes of online video a week, an hour more than in the reports 2017 edition.

Viewers in the Philippines watch the most online video each week at 8 hours, 46 minutes, followed closely by viewers in India and the U.S. who watch nearly eight and a half hours weekly, well above the 6:35 figure of 2017, and not far behind the 10:20 number for broadcast, cable and satellite.

People age 18 to 25 watch an average of almost nine and a quarter hours weekly, with 31 percent of them watching 10 or more hours. 

limelight_networks_survey_2018_resultsThe results above of asking 5,000 people worldwide, “How many total hours of video content do you watch online each week?”

Respondents in the U.S. said they were most likely to watch online video on a smartphone, followed by a computer and then either a smart TV or a streaming player. 

The study breaks down streaming device usage by the ten countries showing that among those using a standalone player Google’s Chromcast and Amazon’s Fire TV remain the top two brands at 16.7 and 14.7 percent, respectively. Apple TV was third with 10.1 percent and Roku was in fourth with 4.6 percent.

When broken down by country, Amazon Fire TV was number one with 22 percent followed by Roku at 21 percent, Google Chromecast in third with 13.6 percent, and Apple TV narrowly in fourth at 13.6 percent.

Limelight’s study also calls out some risks to streaming services. In nine of the 10 nations surveyed, price hikes were the primary reason people cited for dropping an online video app. In the U.S., that number was 62 percent.

The study showed consumers were frustrated by lagging sports streams that left them vulnerable to find out the actual result of the event through social media before they knew the outcome themselves. 53.4 percent said they’d be more likely to watch live sports streaming if it had no lag between pay TV. 67 percent of viewers aged 26 to 35 wanted to see that delay eliminated entirely from sports streaming.

The Limelight study found that they’re increasingly intolerant of rebuffering and other interruptions. 66 percent – nearly two-thirds – would stop watching a video if it rebuffered twice, compared to 61 percent a year ago.

Limelight’s new study was based on responses from 5,000 people 18-and-up and regular online video viewers.

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About the Author

Brad is co-founder and editor-in-chief of He has been a technology reporter since the late 1980s having previously worked for MacUser, MacFormat, and iCreate magazines, as well as,,,, and He hosted and produced the MacFormat This Week podcast for three years. He was also a reporter, editor, and producer for the AOL, the BBC, Associated Press, and United Press International.

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