Dive summary:
- Massachusetts-Amherst study looks at 6.7 million unique viewers’ willingness to wait on video to load.
- Viewers start abandoning video if it does not load in two seconds with 6% of the audience abandoning the video with each subsequent second that it takes the video to load.
- People are more patient with videos via mobile devices than when watching on a connection to DSL, cable or fiber.
From the article:
Most of us probably suspected that people give up on watching videos that don’t load. But it does provide useful empirical evidence for companies who must decide how to invest architecture to support their video platforms.
