Select Page

The consequences for a website where video content underperforms are a significant loss in goodwill, return visitors and potential advertising revenues, according to an Akamai Technologies study conducted by JupiterResearch.

The Akamai study explores two elements of online video’s future success: consumer preferences around video consumption and consumer reaction to low-quality viewing experiences.

Some findings from the Akamai/Jupiter study:

  • 46% of online consumers watch online video monthly or more frequently.
  • 43% of online consumers who connect to the internet by broadband watch online video at least once per week.
  • 80% of online video users accept the presence of advertising as a trade-off for providing free online video content.


  • Online video that is interrupted for buffering purposes and playback that is slow to begin are the greatest sources of frustration.


  • 60% of frequent online video users (i.e., those who watch online videos at least once per week), are less likely to return to a site for video content if the viewing experience is poor, and close to half will seek their video content from a competing website.
  • More than a quarter of those users said they would be less likely to visit a poorly performing website again for any reason; they also said they would have a more negative overall perception of a site with poorly performing video content.
  • The survey also sought insight into the appetites of online video consumers:
    • More than one-quarter of online consumers are interested in bandwidth-intensive video content such as full-length movies and TV programs viewed from their PCs.
    • On the other hand, 42% of online consumers indicate they are less interested in online video content, because they prefer their TVs for a rich viewing experience.


  • In general, online video users are also considerably younger than are consumers who have not yet experienced online video content:
    • 43% of online video users are age 34 and under
    • Only 17% of online consumers who do not view online video are age 34 and under.


About the study: JupiterResearch designed and fielded a survey in February 2007 to online consumers selected randomly from the Ipsos US online consumer panel. A total of 2,319 individuals responded to the survey. Respondents were asked approximately 11 closed-ended questions about their behaviors, attitudes and preferences as they relate to viewing video online.

Feel Like You're Always Playing Catchup?

Stay ahead of the curve with our free newsletter. It’s fast. It’s factual. And it’s clear

marketing charts logo

Error: Please enter a valid email address

Error: Invalid email

Error: Please enter your first name

Error: Please enter your last name

Error: Please enter a username

Error: Please enter a password

Error: Please confirm your password

Error: Password and password confirmation do not match