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The 2018 Global Consumer Streaming Habits Survey from Brightcove has found that when it comes to live and on-demand streaming video content, consuming online video is now an integral part of daily entertainment routines across all generations.

brightcove 19Dec2018The survey of 10,502 adults in the US, UK, France, Spain, Australia, Germany, Canada, and UAE was carried out by YouGov between 5–27 September 2018. It found that 58% stream content at least once a week via a smart TV or external streaming device, 51% on a mobile device, and 50% on a computer or laptop.

The most influential factor for all consumers considering a new streaming service was cost, cited by 53%, followed by their interests being catered to (31%). The top five reasons consumers will try out a new streaming service include a free trial (42%), a particular show (38%) exclusive content (29%), cross-device capability (28%), and a good user experience (26%).

Despite a host of digital platforms available, such as mobile and computers, TVs were still the top device to consume content on for regularly scheduled news (68%), regular season sports (69%), breaking news (54%), special sports events including title fights and championship games (66%), concerts (53%), and fashion shows (45%).

Advertisements and technical issues are the key spoilers for live streaming experiences, with too many ads (37%) and poor image or video quality (35%) being the top reasons for respondents having abandoned a live stream, followed by buffering (33%) and the live stream crashing (32%).

In terms of age demographics, millennials not surprisingly led the way in all of these three categories with 72%, 73% and 65% of 19-36-year olds reporting streaming at least once a week on smart TV/external streaming device, mobile device and computer/laptop respectively.

Further analysing millennials’ online video streaming preferences, Brightcove revealed that there were four takeaways to highlight: 44% describe themselves as browsers when looking for something to watch, while 26% think of themselves as decisive; the group feels far more satisfied consuming content through streaming service providers; 11% would embrace a subscription-based model to consume sports content, and 24% would embrace an ad-based model; 63% share their streaming logins with at least one other person.

“Today, we’re seeing technology-savvy consumers stepping into decision making roles, making it even more critical to understand the motivations behind these decisions,” commented Brightcove CMO Sara Larsen on the 2018 Global Consumer Streaming Habits Survey findings. “ Today’s reality is every generation is consuming online video more than ever, so we want to ensure our customers have the knowledge and data needed to reach massive cross-generational audiences in a way that allows them to better connect with their viewers.”

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