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市場調查報告書

消費者市場區隔:VOD、OTT的利用

Segmentation: VOD & OTT Usage

出版商 Parks Associates 商品編碼 330830
出版日期 內容資訊 英文 58 Slides
商品交期: 最快1-2個工作天內
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消費者市場區隔:VOD、OTT的利用 Segmentation: VOD & OTT Usage
出版日期: 2015年05月22日 內容資訊: 英文 58 Slides
簡介

本報告提供收費電視的VOD (視訊點播) 服務和OTT (Over-the-Top) 服務間的競爭調查分析、VOD&OTT的利用與支出的平衡、替代平台 (電腦、平板電腦、智慧型手機等) 的隨選節目的點閱存取需求等相關驗證之有系統的資訊。

調查概要

上次調查

主要調查結果

產業考察

建議

市場區隔概要

  • Parks Associates的視訊觀賞市場區隔
  • 視訊觀賞市場區隔
  • 市場區隔內容
  • 主要的休閒活動:各視訊觀賞市場區隔

VOD、OTT服務的點閱存取

  • 收費電視服務加入:各視訊觀賞市場區隔
  • 高級電影頻道、VOD引進:各視訊觀賞市場區隔
  • 高級電影頻道引進:各視訊觀賞市場區隔
  • 收費電視用戶間的收費電視功能的每月利用
  • 收費電視功能的每月利用:各視訊觀賞市場區隔
  • 加入OTT服務:各視訊觀賞市場區隔
  • Netflix、Amazon Prime Instant Video、Hulu Plus加入:各視訊觀賞市場區隔
  • 高級電影頻道、VOD、OTT服務加入:各視訊觀賞市場區隔

VOD、OTT內容的消費

  • TV的視訊消費:各來源
  • TV的視訊消費:VOD vs. 網際網路視訊
  • TV的視訊消費:VOD vs. 網際網路視訊 旅行者 vs. 固定的觀眾
  • TV的視訊消費:VOD vs. 網際網路視訊 熱情的觀眾 vs. 傳統的觀眾
  • TV的視訊消費:VOD vs. 網際網路視訊 多螢幕觀眾,純粹主義者,輕度用戶

對VOD、OTT來源的支出

  • 對VOD、網際網路視訊的平均每月支出
  • 對網際網路視訊的平均每月支出:各類別
  • 對VOD、網際網路視訊的平均每月支出:各視訊觀賞市場區隔
  • 對視訊下載、加入OTT服務的每月支出:各視訊觀賞市場區隔

替代平台的VOD視聽的魅力

  • 隨選節目視聽的魅力:各平台
  • 隨選節目視聽的推薦設備數
  • 在網路家電設備的隨選節目視聽的魅力:各視訊觀賞市場區隔
  • 行動裝置的隨選視聽魅力:各視訊觀賞市場區隔
  • 電腦的隨選節目視聽魅力:各視訊觀賞市場區隔
目錄

Segmentation: VOD & OTT Usage analyzes the competitive tension between pay-TV video on-demand services vs. over-the-top services. It presents Parks Associates' Video Viewing Segmentation methodology and then analyzes the balance of VOD vs. OTT use and expenditure within each segment. It investigates the demand to access on-demand content on alternative platforms such as computers, tablets, and smartphones.

Table of Contents

About the Research

Previous Research

  • TV Everywhere and the New World of OTT (Q2/15)
  • The Super Buyer: Characteristics of High ARPU Customers (Q4/14)
  • Consumer Segmentation: OTT Video Buyers (Q4/14)
  • Who is Using Multiscreen Services (Q3/14)

Key Findings

Industry Insight

Recommendations

Segmentation Overview:

  • Parks Associates Video Viewing Segments
  • Video Viewing Segments (2010-2014)
  • Segment Descriptions
  • Top Leisure Activity by Video Viewing Segment (Q3/14)

Access to VOD & OTT Services:

  • Pay-TV Service Subscription by Video Viewing Segments (2013 - 2014)
  • Premium Movie Channel and VOD Adoption by Video Viewing Segments (2013 - 2014)
  • Premium Movie Channel Adoption by Video Viewing Segments (Q1/14)
  • Pay-TV Feature Monthly Usage Among Pay-TV Subscribers (2013 - 2014)
  • Pay-TV Feature Monthly Usage by Video Viewing Segments (Q1/14)
  • Subscription to Any OTT Service by Video Viewing Segments (2013 - 2014)
  • Netflix, Amazon Prime Instant Video, and Hulu Plus Subscription by Video Viewing Segments (2013 - 2014)
  • Premium Movie Channel, VOD, and OTT Service Subscription by Video Viewing Segments (2014)

Consumption of VOD & OTT Content:

  • Video Consumption on TV by Source (2010 - 2014)
  • Video Consumption on TV: VOD vs. Internet Video (2010 - 2014)
  • Video Consumption on TV: VOD vs. Internet Video Travelers vs. Rooted Viewers (2010 - 2014)
  • Video Consumption on TV: VOD vs. Internet Video Avid Viewers vs. Traditionalists (2010 - 2014)
  • Video Consumption on TV: VOD vs. Internet Video Multiscreeners, Purists, & Light Users (2010 - 2014)

Expenditure on VOD & OTT Sources:

  • Average Monthly Expenditure on VOD & Internet Video (2012-2014)
  • Average Monthly Expenditure on Internet Video by Category (2012-2014)
  • Average Monthly Expenditure on VOD and Internet Video by Video Viewing Segments (2012-2014)
  • Monthly Spending on Video Downloads and Subscription OTT Services by Video Viewing Segments (Q3/14)

Appeal of Watching VOD on Alternative Platforms:

  • Appeal of Watching On-Demand Content by Platform (Q3/14)
  • Number of Desired Devices to Watch On-Demand Content (Q3/14)
  • Appeal of Watching On-Demand Content on Connected CE Devices by Video Viewing Segment (Q3/14)
  • Appeal of Watching On-Demand on Mobile Devices by Video Viewing Segment (Q3/14)
  • Appeal of Watching On-Demand Content on Computers by Video Viewing Segment (Q3/14)
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