Cover Image
市場調查報告書

聯網消費者調查 2015年:收費電視·OTT視訊服務

THE CONNECTED CONSUMER SURVEY 2015: PAY-TV AND OTT VIDEO SERVICES

出版商 Analysys Mason 商品編碼 329683
出版日期 內容資訊 英文 38 Slides
商品交期: 最快1-2個工作天內
價格
Back to Top
聯網消費者調查 2015年:收費電視·OTT視訊服務 THE CONNECTED CONSUMER SURVEY 2015: PAY-TV AND OTT VIDEO SERVICES
出版日期: 2015年05月08日 內容資訊: 英文 38 Slides
簡介

Over-the-Top視訊服務 (OTT視訊服務) 比起侵蝕收費電視的客群,不如說是互補了收費電視,這創造了二者合作的可能性。收費電視幾乎已達到可定址市場,用戶數幾乎也沒剩下成長的空間。同時OTT視訊服務則日益暢銷,隨著視訊內容可透過複數設備來觀看,其視聽習慣也在變化中。

本報告提供法國、德國、波蘭、西班牙、土耳其、英國及美國的固定寬頻用戶的態度,偏好及計劃相關調查結果分析,提供您收費電視服務的客戶流失促進要素與引進的阻礙要素,彙整收費電視客戶的視聽習慣和點閱收費網路視頻內容所採用的設備,收費電視業者的多螢幕·OTT視訊策略預測等資料。

摘要整理

建議

收費電視業者及維持客戶

  • 雖然介面沒有主導性連線技術,但7個國家中有3個國家最常見的TV技術是FTA
  • FTA TV服務是收費電視引進的主要的障礙,但不同年齡層滿意度大不相同
  • 價格是變更供應商意願的主要促進因子,但年輕受訪者更關心特定節目內容
  • 波蘭、西班牙、英國及美國中經營者擁有固定寬頻的最高NPS,同樣也擁有收費Tv的最高評分
  • 利用固定寬頻和語音的服務組合的受訪者,比單獨利用TV的受訪者較有忠誠度

收費電視·OTT視訊的關係

  • OTT視訊一般都與收費電視服務一起引進
  • Netflix獨佔開始提供服務的各國之OTT視訊市場,各地都缺乏強力的競爭企業
  • 收費電視業者為了提高客戶體驗,改善客戶維繫,應該提供機上盒上的OTT視訊點閱
  • 將Netflix整合到機上盒,由於更易於收看OTT視訊服務而減少了收費電視的客戶流失

OTT視訊服務的設備和參與度

  • PC與TV在用戶間擁有最高參與度,支援網路的TV增加了潛在的OTT視訊客戶數
  • 客戶現在平均用3種設備收看OTT視訊,期待無間斷的多重螢幕專業服務
  • 智慧型電視所有者有最常利用智慧型電視來收看定期性的收費網路視頻內容之趨勢,平板比PC更受歡迎
  • 智慧型電視所有者最常利用影音串流服務,這顯示出智慧型電視尚未擁有符合所有消費者期待的功能

調查手法·介面資訊

關於Analysys Mason

圖表清單

目錄

OTT video services appear to complement pay TV, rather than erode pay TVs' customer base, and this creates potential for partnerships.

Pay-TV operators have reached most of their addressable market, which leaves little room for growth in subscriber numbers. Meanwhile, over-the-top (OTT) video services are increasingly popular and viewing habits are changing as video content is viewed on multiple devices. This report discusses these trends using insights gained from our ‘Connected Consumer Survey 2015’.


This report focuses on aspects of Analysys Mason's annual ‘Connected Consumer Survey’ that relate to the behaviour, preferences and plans of fixed broadband users in France, Germany, Poland, Spain, Turkey, the UK and the USA.

This report provides insight into:

  • the drivers of churn and inhibitors of adoption of pay-TV services
  • what the Net Promoter Score (NPS) means to operators, and what influences it (we include scores for major players in each of the countries surveyed in the report)
  • the viewing habits of pay-TV customers, and the devices used to access paid-for online video content
  • the implications of multi-screen and OTT video for pay-TV operators' strategies.

SURVEY DATA COVERAGE

The survey consists of an online questionnaire of 137 questions, which was conducted in July and August 2014 and had 7485 respondents. The respondents were chosen to be representative of the online population with respect to age, gender and employment status.

GEOGRAPHICAL COVERAGE

  • France
  • Germany
  • Poland
  • Spain
  • Turkey
  • UK
  • USA

Table of Contents

  • 5.Executive summary
  • 6.The market for pay TV appears to be almost saturated, but multi-device and OTT partnerships present the next growth opportunities
  • 7.Netflix dominates the OTT video market in countries where it has been launched, and appears to have few strong competitors elsewhere
  • 8.Smart TVs are most likely to be used to view paid-for online content and customers now expect a multi-screen experience
  • 9.Recommendations
  • 10.Recommendations
  • 11.Pay-TV operators and customer retention
  • 12.No access technology was dominant across the panel, but the most common TV technology in three of the seven countries was FTA
  • 13.FTA TV services are the main barrier to pay-TV adoption, but satisfaction varies significantly by age
  • 14.Price is main driver of intention to change provider overall, but younger respondents were more concerned about specific content
  • 15.In Poland, Spain, the UK and the USA, the operator that had the highest NPS for fixed broadband also had the highest score for pay TV
  • 16.Respondents using service combinations that include fixed broadband and voice had a lower intention to churn than those with standalone TV
  • 17.The relationship between pay TV and OTT video
  • 18.OTT video is usually adopted alongside pay-TV services
  • 19.Netflix dominates the OTT video market in countries where it has launched, and appears to have few strong competitors elsewhere
  • 20.Pay-TV operators should offer access to OTT video on their set-top boxes to enhance customer experience and improve retention

List of figures

  • Figure 1: Countries covered individually in this report
  • Figure 2: Reasons for not having a pay-TV service, by age group
  • Figure 3: Penetration of the most popular paid-for online video services, by country
  • Figure 4: Penetration of paid-for online video services, by device type
  • Figure 5: Penetration of pay-TV services among respondents with TV sets, by country
  • Figure 6: Reasons for not having a pay-TV service, by age group
  • Figure 7: Reasons cited for intending to change pay-TV service provider in the next 6 months
  • Figure 8: Net Promoter Score for pay-TV service providers, selected countries
  • Figure 9: Intention to change pay-TV service provider within 6 months, by type of service bundle, including and excluding AT&T's customers
  • Figure 10: Proportion of respondents with pay-TV or OTT services, or both, by country
  • Figure 11: Penetration of the most popular paid-for online video services, by country
  • Figure 12: Device types that respondents plug into their TV sets
  • Figure 13: Intention to change pay-TV service provider within 6 months, with and without Netflix usage, UK
  • Figure 14: Average hours of use per day, by device
  • Figure 15: Device types used to access paid-for OTT video services, 2012 and 2014
  • Figure 16: Frequency of online video content access in the previous 3 months, by device type
  • Figure 17: Interest in or ownership of smart TVs by ownership of video streaming device type
Back to Top