More than three-quarters of respondents watch online video every week, though there are significant differences in video adoption by age and gender. While just over half of all consumers watch more than two hours of online video per week, 68% of millennials do so. There is also a significant disparity by gender, with more than 58% of men watching more than two hours per week, compared to less than 45% of women.

Respondents ranked television shows as the top type of content they watch online, followed closely by original content/YouTube, and movies. Millennials prefer to watch TV shows and movies online, while people over 60 primarily watch original content/YouTube and news.

High prices are the most important factor influencing whether consumers will cut the cord with cable, or pay-TV providers. More than four-in-ten (41%) cite price increases as the primary reason they would abandon their subscription. However, just under a quarter of respondents in the Limelight survey say they would cut the cord if they could directly subscribe to the channels they want online.