Viewers expect online video to start quickly and stream without interruptions, and if it doesn't, they are likely to leave the site, according to a JupiterResearch study for Akamai Technologies. The study finds that, after a poor viewing experience on a Web site, more than half of users will seek content from a competing Web site. And a quarter of survey respondents said poor video quality diminished their overall perception of the brand. The same number said they would be less likely to visit the poorly performing site in the future.

"For online publishers and marketers, online video is rapidly becoming a serious component of their business strategies. In order for these initiatives to pay off, the viewing experience must be flawless," says Brad Rinklin, vice president of marketing, Akamai Technologies. "Online publishers and brands are turning to video as a way to differentiate themselves, engage more emotionally with consumers or create premium advertising products to drive more revenue."

The survey group was randomly selected from the Ipsos US online consumer panel. More than 2,000 people responded to JupiterResearch's questionnaire during February 2007.