表紙
市場調查報告書
商品編碼
1019335

基於廣告的 OTT 的興起

The Rise of Ad-Based OTT

出版日期: | 出版商: Parks Associates | 英文 64 Slides | 商品交期: 最快1-2個工作天內

價格
  • 全貌
  • 簡介
  • 目錄
簡介

儘管越來越多地使用基於廣告的 OTT 視頻,但個別服務並沒有成為明顯的領導者。缺乏頂級服務意味著一項服務有很好的機會提供自己的服務並佔據首位。

由於受新型冠狀病毒感染(COVID-19)的影響,視頻服務領域自去年以來大幅增長。越來越多的家庭訂閱多種付費服務,導致每月流媒體費用更高,類似於傳統的付費電視頻道捆綁。免費的基於廣告的 OTT 視頻服務為用戶提供了節省成本的選擇。

本報告以基於廣告的OTT為重點,考察促進消費的用戶體驗,總結基於廣告的OTT視頻的整體使用情況、各項服務的使用情況等。

目錄

執行摘要

  • 行業考量
  • 使用基於廣告的 OTT 視頻服務
  • 您觀看基於廣告的 OTT 視頻服務的頻率
  • 優先內容類型
  • 基於廣告的 OTT 查看器的功能
  • 用戶對廣告庫的意見
  • 基於廣告的訂閱的可能性

基於廣告的 OTT 情況

  • OTT 服務的使用:按商業模式
  • 基於廣告的 OTT 視頻服務用戶
  • 使用基於廣告的 OTT 視頻服務
  • 視頻服務用戶人口統計細分
  • 設備所有權:根據使用基於廣告的 OTT 服務的目的
  • 為其他在線視頻服務類型的用戶使用基於廣告的 OTT 視頻的目的

基於廣告的 OTT 觀看頻率

  • 基於廣告的服務觀看頻率
  • 查看單個基於廣告的服務的頻率
  • 按服務
  • 按年齡段
  • 按家庭收入
  • 有孩子的家庭

基於廣告的 OTT 細分

  • 推動使用基於廣告的 OTT 服務的因素
  • 廣告服務最重要的推動力
  • 基於廣告的 OTT 視頻服務細分市場
  • 基於廣告的 OTT 視頻服務細分市場的人口統計細分
  • 以廣告為基礎的服務使用驅動力,推動按組別使用 OTT 服務

OTT 內容優先級和設置

  • 首次訪問內容
    • 通過使用基於廣告的服務
    • 按年齡段
  • 偏好基於廣告的服務內容
    • 按年齡
    • 按家庭收入
    • 有孩子的家庭

對基於廣告的 OTT 的認識

  • 基於廣告的用戶對廣告的態度
    • 按基於廣告的服務使用類型
    • 按年齡段
    • 按家庭收入
    • 有孩子的家庭
  • AVOD 用戶對廣告整合的態度
    • 按基於廣告的服務使用類型
    • 按年齡段
    • 按家庭收入
    • 有孩子的家庭

基於廣告的訂閱的可能性

  • 基於廣告的訂閱的可能性
    • 按使用類型
    • 按年齡段
    • 按家庭收入
    • 有孩子的家庭
    • 按OTT服務用戶數

附錄

目錄

SYNOPSIS:

While overall use of ad-based OTT video continues to rise to unprecedented levels, no individual service has become a clear leader. The lack of a top service leaves open a tremendous opportunity for a service to assume a leading position with a unique service offering. This report examines overall usage of ad-supported OTT video, uptake across individual services, and which components of the user experience drive consumption.

ANALYST INSIGHT:

"Video service growth has skyrocketed within the last year, with COVID-19 amplifying the appeal of the home viewing experience. Households increasingly subscribe to multiple paid subscription services resulting in higher monthly streaming costs that emulate the channel bundling of traditional pay-TV. Viewers seek to expand their content options, and free, ad-supported OTT video services offer a cost-saving alternative." - Liam Gaughan, Researcher, Parks Associates.

Table of Contents

Survey Methodology and Definitions

  • Parks Associates 2021 Respondent Quotas: Age, 2020 HH Income, Education Completed, Gender
  • Entertainment Video Service Ecosystem

Executive Summary

  • Industry Insight
  • Ad-Based OTT Video Service Usage
  • Use of Ad-Based OTT Video Services
  • Ad-Based Service Viewing Frequency
  • Type of Content Preferred
  • Ad-based OTT Viewer Characteristics
  • Attitudes Towards Advertising Among Ad-Based Users
  • Ad-based Subscription Potential

Ad-based OTT Landscape

  • OTT Service Use by Business Model
  • Ad-Based OTT Video Service Users
  • Use of Ad-Based OTT Video Services
  • Demographic Breakdown of Video Service Users
  • Device Ownership by Ad-Based OTT Service Usage
  • Ad-Based OTT Video Usage Among Viewers of Other Online Video Service Types

Frequency of Ad-based OTT Usage

  • Ad-Based Service Viewing Frequency
  • Frequency of Watching Individual Ad-Based Service
  • Ad-Based Service Usage Groups by Services, Contd.
  • Ad-Based Service Usage Groups by Age of Users
  • Ad-Based Service Usage Groups by Household Income
  • Ad-Based Service Usage Groups by Children at Home

Ad-based OTT Usage Segmentation

  • Drivers of Ad based OTT Service Usage
  • The most significant driver for ad-based services
  • Ad-Based OTT Video Service Segments
  • Demographic Breakdown of Ad-Based OTT Video Service Segments
  • Drivers of OTT Service Usage By Ad-Based Service Usage Groups

OTT Content Priorities and Preferences

  • First Destination for Accessing Content
  • First Destination for Accessing Content, by Ad-Based Service Use
  • First Destination for Accessing Content, by Age
  • Ad-based Service Content Preferences
  • Ad-based Service Content Preferences By Age
  • Ad-based Service Content Preferences By Household Income
  • Ad-based Service Content Preferences By Children at Home

Perceptions of Ad-based OTT

  • Ad-based Users' Attitudes towards Advertising
  • Attitudes Towards Advertising by Ad-based Service Use
  • Attitudes Towards Advertising by Age
  • Attitudes Towards Advertising by Household Income
  • Attitudes Towards Advertising by Children at Home
  • AVOD Users' Attitudes towards Advertising Integration
  • Attitudes Towards Advertising Integration by Ad-based Service Use
  • Attitudes Towards Advertising Integration by Age
  • Attitudes Towards Advertising Integration by Household Income
  • Attitudes Towards Advertising Integration by Children at Home

Ad-based Subscription Potential

  • Ad-based Subscription Potential
  • Ad-based Subscription Potential by Ad-based Service Use
  • Ad-based Subscription Potential by Age Groups
  • Ad-based Subscription Potential by Household Income
  • Ad-based Subscription Potential by Children At Home
  • Subscription Potential By Number of OTT Services Used

Appendix