Too many adverts has been described as a “key spoiler” for live streaming experiences in a report published by online video platform Brightcove.

The 2018 Global Consumer Streaming Habits Survey, which analysed global consumer consumption preferences across generations in relation to live and on-demand streaming video content, found that too many adverts was the top reason for respondents abandoning a stream.

Too many ads (37%) and poor image or video quality (35%) were the top reasons for respondents, followed by buffering (33%) and the live stream crashing (32%).

The report continued: “When analysing millennial online video streaming preferences, there were four takeaways to highlight:

  • 44 percent of Millennials describe themselves as “browsers” when looking for something to watch, while 26 percent of Millennials think of themselves as decisive.
  • Millennials feel far more satisfied consuming content through streaming service providers: 68 percent feel streaming service providers continually provide content they want to watch, compared to 55 percent who feel the same of broadcast networks and 53 percent for cable networks.
  • 11 percent of Millennials would embrace a subscription-based model to consume sports content, and 24 percent would embrace an ad-based model.
  • 63 percent of Millennials share their streaming logins with at least one other person.”

“Across all generations, consuming online video is now an integral part of our daily entertainment routines. Today, we’re seeing technology-savvy consumers stepping into decision making roles, making it even more critical to understand the motivations behind these decisions,” said Sara Larsen, Brightcove CMO.

“As the industry leader in online video, it’s our job to help our customers be successful with their video strategies, and with that comes staying on top of consumption and buying trends across generations.

“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.”