視頻服務：市場現狀

本報告分析了美國和加拿大的視頻服務市場，並描述了當前市場的主要趨勢、未來市場的主要影響因素，以及北方的付費電視/OTT 合同數量和收入美國市場 我們正在研究趨勢展望（未來5年）。

目錄

分析總結

• 娛樂媒體消費的演變
• COVID-19 對視頻消費的影響
• 繼續剪線：對利潤的影響
• 流媒體服務堆棧：尚未達到限制
• 即使沒有合同，服務漏斗也會導致客戶流失
• 內容和發現挑戰：對用戶體驗的影響
• 捆綁和聚合平台以幫助檢測服務

視頻服務市場評估：服務部門的策略

• 視頻服務市場的定義
• 傳統付費電視供應商轉向線上
• vMVPD：儘管運營成本高，但仍保持增長
• SVoD（訂閱 VoD）：服務提高價格
• TVoD（交易視頻點播）：從“Stay Home”中獲利
• AVoD/FAST（基於廣告的 VoD）：飆升

流媒體服務市場的形成趨勢

• 智能電視的熱潮
• TVOD 服務因窗口變化而增長
• 通過市場重組促進競爭
• 內容創建者：過渡到 DTC（直接面向消費者）
• 標準測量正在開發中
• 混合商業模式：競爭優勢

具有混合業務模式的 OTT 服務配置文件

• ViacomCBS（截至 2022 年 2 月）：“派拉蒙”
• Discovery+
• Redbox
• AppleTV+
• Peacock

市場預測：美國 OTT 服務合同數量和收入

• 假設是一種預測方法
• 美國OTT服務合同數量預測
• 收入預測

結論和建議

詞彙表

附錄

分析/採訪的目標公司

人物列表

歸屬

The video services space, including pay TV and OTT, continues to evolve to meet ever-changing market conditions and consumer behaviors.

The traditional pay-TV market continues to face significant challenges including ongoing subscriber erosion and competition from vMVPDs. The market has had to pivot to vertical integration and bundling, aggregation, and online video solutions to sustain and grow.

The OTT video services market continues to evolve, with high-profile offerings from large media organizations and smaller-scale offerings from a variety of more niche players. Services continue to augment their user experiences and distribution channels with many employing a hybrid business model approach to better reach and monetize their offerings.

This State of the Market industry report examines the top trends in the US and Canadian video service markets and the forces that will affect the market over the next year. The report includes a five-year forecast of pay-TV and OTT subscriptions in the North American market.

Table of Contents

Bottom Line

• Evolution of Entertainment Media Consumption
• COVID Impact on Video Consumption
• Cord Cutting Continues, Impacting Revenues
• The Streaming Service Stack Has Not Yet Hit its Ceiling
• Without Contracts, Service Hoppers Contribute to Churn
• Content and Discovery Challenges Impact the User Experience
• Bundles and Aggregation Platforms Aid in Service Discovery

Assessing the Video Service Market: Strategies by Service Segment

• Defining the Video Service Market
• Traditional Pay-TV Providers Move Online
• vMVPDs Grow Despite High Operating Costs
• Subscription Video-On-Demand (SVOD): Services Raise Prices
• Transactional Video on Demand (TVOD) Benefits from Shelter at Home
• Advertising-based Video-on-Demand Services (AVOD) and (FAST) on the Rise

Trends Shaping the Streaming Services Market

• Smart TVs are on Fire
• Shifts in Windowing Grow TVOD Services
• Consolidation Driving Competition
• Content Creators are Going Direct to Consumer (DTC)
• Standard Measurements in Development
• Hybrid Business Models are a Competitive Advantage

Profiles of OTT Services with Hybrid Business Models

• ViacomCBS - As of February 2022 -"Paramount"
• Discovery+
• Redbox
• AppleTV+
• Peacock

Market Forecast: US OTT Service Subscriptions and Revenue

• Forecast Methodology and Assumptions
• Forecast US OTT Service Subscriptions
• Revenue Forecast

Implications and Recommendations

Glossary of Terms

Appendix

Companies Research or Interviewed for Report

List of Figures

Attribution

List of Figures

• Penetration of Traditional vs. OTT Video Services
• Evolution of Entertainment Media Consumption
• Pay-TV Adoption in North America Forecast: 2020-2024
• Traditional Pay-TV Subscriptions, Cord-Cutters vs. Cord-Nevers
• Average Monthly Spending on OTT Services
• Number of OTT Service Subscriptions
• OTT Subscriber Churn
• Number of OTT Services Cancelled: Non-Hoppers vs. Hoppers
• OTT Service Use by Business Model
• Top Factors Influencing OTT Service Subscription
• Method of Subscribing to OTT Services
• Entertainment Video Service Ecosystem
• Pay TV Adoption by Service Type
• vMVPD Service Adoption, 2017-2021
• Leading vMVPD Service Providers
• Subscriber Churn: vMVPDs vs All OTT Services
• Top SVOD Services - US Subscribers, Year-End 2021
• Transactional OTT Service Use
• Windowing: Viewers' Preferred Method of Watching New Movies
• Ad-based OTT Video Service Usage
• Use of Ad-based OTT Video Services
• OTT Ad-based Service Use, with other OTT Models
• Ad-Based Services Owned and Operated by SVOD Services
• Viewers Ad-based OTT Preferences: AVOD vs FAST
• Attitudes Towards Advertising among Ad-based OTT Viewers
• Adoption of Streaming Video Devices
• Neilsen's The Gauge Viewership Metrics
• OTT Service Leaders: Business Model Comparison
• OTT Services with Hybrid Business Models: Comparison on Key Metrics
• Evolution to Paramount+
• Paramount+ US Subscriber Estimates
• Discovery+ and HBO Max US Subscriber Estimates
• Redbox: Ad-based vs. Transactional Use
• Apple TV+ US Subscriber Estimates
• Peacock US Subscriber Estimates
• OTT Subscription Forecast
• Subscription Revenue Forecast