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Why Internet Users Abandon Digital Videos

Users also don’t like to wait for buffering

January 4, 2016 | Advertising & Marketing | Video

Advertising revenues are key to the existence of much digital video content. Still, if there are too many ads playing, users will stop watching the video altogether, according to December 2015 research.

Reasons that Internet Users in Select Countries* Abandon Digital Videos, Dec 2015 (% of respondents)

A survey from Limelight Networks revealed that there are many reasons why internet users in Australia, Canada, the UK and the US abandon digital videos. Advertising was one of the main ones. For example, 61.8% of respondents said that if there were too many ads during the video, they would stop watching.

Similarly, 26.7% of internet users said that if there was an ad before the video and they couldn’t skip it, then they would abandon that video. Even skippable pre-rolls were a turnoff: 16.4% of respondents said they would abandon any videos with ads running first.

Ads were’t the only problem, however. Almost two-thirds (65.8%) of respondents said they would abandon a video if the playback was of a poor quality. More than half of internet users said that if the video buffered more than once then they would stop watching. Respondents also said if it’s not clear at the beginning what the video is about then they would abandon it as well.

US Digital Video Ad Spending, 2013-2019 (billions and % change)

While users may not be too fond of advertising, most digital video monetization still comes from ads.

eMarketer estimates that US digital video ad spending will climb to $14.38 billion in 2019, from $7.77 billion in 2015. Even though growth rates are slowing for this maturing category, they will remain at double-digit levels throughout eMarketer’s forecast period.



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