A new report has revealed that Filipinos watch online videos longer than the global online average of five hours and 45 minutes per week.
According to State of Online Video research report from content delivery firm Limelight Networks, the Philippines has viewers averaging six hours and 21 minutes per week.
Majority of the online video consumption in the country happened via computers or laptops and smartphones, the survey noted. However, it also said that streaming devices are increasingly gaining popularity with users streaming online videos via smart TVs with online video apps (32.6 percent) and Google Chromecast (30.4 percent).
Millennial consumers worldwide led the growth of online video consumption, according to the annual report which tracked video viewing and subscription to video on-demand services.
The increasing shift to online viewing is a global trend, with viewers in India, Singapore, and the US spending the most time watching online videos, averaging seven hours, seven minutes; six hours, 37 minutes; and six hours, 35 minutes per week, respectively.
Germany had the lowest rate of online video viewership at four hours, 14 minutes, with nearly half of respondents watching only one to two hours per week.
“With the proliferation of online video content, viewers are moving away from traditional broadcast television viewing and are demanding broadcast-quality online experiences,” said Michael Milligan, senior director at Limelight Networks.
“Our research over time has shown a clear increase in expectations and decreasing patience with poor quality experiences.”
Additional insight from the report includes:
- Millennials watch the most online video — Younger people watch the most online video, with viewers 18-25 averaging seven hours, 18 minutes per week and people 26-35 watching six hours, 53 minutes per week. Viewers 60 and older only watch three hours, 46 minutes per week.
- Consumers won’t waste time on a poor experience — Poor quality video was ranked the top frustration when viewing videos online. Rebuffering (when a video pauses during playback to load more content) came up second. If a video rebuffers more than twice, 48 percent of viewers will stop watching.
- Smartphones gain popularity for viewing — Computers and laptops are currently the main way that Filipinos view online video, with smartphones growing in usage locally for viewing. Smartphones are also the preferred device for millennials
- Cable subscribers keep the cord and go further over-the-top — Despite cord-cutting concerns, the report uncovered that Filipinos subscribing to cable or satellite television have twice as many over-the-top subscription services than those without cable
- S and India lead subscriptions to online video streaming services — Consumers globally are signing on to streaming with 30 percent of viewers noting they subscribe to two or more services. Subscription rates are highest in the US and India, where 50.8 percent and 46.8 percent, respectively, subscribe to two or more services. In comparison, many Filipinos do not subscribe to any service (42.4 percent) while 21.9 percent subscribe to more than one streaming service.
- Movies and TV shows lead online viewing — Globally, viewers spend more time online watching movies than any other type of content. In the Philippines, specifically, TV shows and news come in second and third. When viewed by gender, men prefer movies, while women prefer TV shows