Poor quality, buffering and too many ads are the primary reasons that many online users abandon digital videos. That’s according to a new eMarketer survey. With many radio stations beefing up their digital video content, the survey provides important takeaways for broadcasters, who should take note of the complaints.
The survey cites December research from Limelight Networks that reveals why Internet users in the U.S., Australia, Canada and the U.K. click “done” on videos before they’re over. Foremost, 65.8% of respondents said they would cease playing video if the playback was of poor quality, with more than half claiming that if the playback buffered more than once, they would stop watching.
In addition, 61.8% of respondents said if there are too many ads during the video, they stop watching; while 26.7% say if there is an ad before the video and they couldn’t skip it, 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.
“Advertising revenues are key to the existence of much digital video content,” eMarketer says in the report. “Still, if there are too many ads playing, users will stop watching the video altogether.” eMarketer estimates that U.S. digital video ad spending will climb to $14.38 billion in 2019, up 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,” it said.