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市場調查報告書
商品編碼
1111028
連接消費者：流媒體視頻產品Connected Consumers: Streaming Video Products |
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總結：
本報告分析了消費者對各種流媒體視頻產品的採用和需求趨勢，包括消費者對流媒體視頻設備和平台的使用情況、最需要的功能、設備平台競爭、品牌知名度和消費者購買行為。我們還在調查各種使用模式，特別關注在線視頻服務的使用。
分析師評論：
“來自主要生態系統和平台供應商的競爭加劇對消費者有利，尤其是在市場在經濟困難時期發展的情況下。然而，流媒體視頻設備市場對新進入者的吸引力正在減弱。”
內容
研究方法和定義
娛樂服務平台
關鍵術語和定義
執行摘要
- 流式視頻設備的普及
- 主要流式視頻設備：電視與 SMP，按採用細分
- 主要流媒體視頻平台的 OTT 服務/商業模式使用情況
- 主要流媒體平台訂閱主要 OTT 服務的數量
流式視頻設備概述
- 流式視頻設備的普及率
- 主要流媒體視頻設備：按細分市場劃分的滲透率、電視與 SMP
- 旗艦流媒體視頻設備
- 流媒體播放器和智能電視意識
- 過去 12 個月（2015-2022 年）購買的流媒體視頻設備
- 購買的智能電視品牌
- 購買的流媒體播放器品牌
- 購買的遊戲機品牌
- 流媒體視頻產品的未來購買意向（2015-2022）
品牌購買偏好和功能考慮
- 購買智能電視的主要原因：按品牌分類
- 購買流媒體播放器的主要原因：按品牌分類
- 影響智能電視或 SMP 購買決策的重要特徵
- 購買電視或 SMP 時的重要功能
各大品牌平台認知對比
- 對流媒體播放器和智能電視的認識
- 領先的聯網電視平台：按收入
- 對 Roku 流媒體播放器和智能電視的認可
- 對 Roku Streaming Stick 和 Smart TV 的認可
- 識別 Roku 電視和流媒體播放器
- 對亞馬遜 Fire TV 播放器和智能電視的認可
- Amazon Fire TV Stick 和 Smart TV 的比較
- 了解三星 Tizen 和流媒體播放器
- 了解 LG Web OS 和流媒體播放器
平台和內容消費
- OTT 商業模式每週花費的時間：按流媒體平台
- OTT 服務商業模式的使用情況：主要流媒體視頻平台
- 主要流媒體平台訂閱主要 OTT 服務的數量
- 主要流媒體視頻平台每月平均 OTT 服務支出
- 交易型（即付即用）OTT服務使用狀況：各大流媒體平台
- 主要流媒體視頻平台使用廣告支持的 OTT 視頻服務
- 在大屏幕上使用的前 9 個應用
- 在旗艦流媒體視頻設備上的活動：每週使用小時數
附錄
SYNOPSIS:
This research provides a current view of the consumer adoption and demand for different streaming video products in today's market. It examines the progress of consumer usage of streaming video devices and platforms, most-demanded features, the competitive picture for device platforms, brand perceptions, and consumer purchasing behavior. In addition, the research explores differing usage patterns, with particular attention given to the use of online video services.
ANALYST INSIGHT:
"As the market continues to progress in particularly challenging economic conditions, an even higher level of competition between major ecosystem and platform vendors will benefit consumers. However, the streaming video device market has become increasingly unattractive for new entrants." - Paul Erickson, Director, Research, Parks Associates Number of Slides.
Table of Contents
Survey Methodology and Definitions
Entertainment Service Platform
Key Terms and Definitions
Executive Summary
- Adoption of Streaming Video Devices
- Primary Streaming Video Device: TV vs. SMP by Adoption Segments
- OTT Service Business Model Usage by Top Streaming Video Platform
- Major OTT Service Subscription by Top Streaming Video Platform
Overview of Streaming Video Devices
- Adoption of Streaming Video Devices
- Primary Streaming Video Device: TV vs. SMP by Adoption Segments
- Primary Streaming Video Device
- Perceptions of Streaming Media Players vs Smart TVs
- Streaming Video Devices Purchased in the Last 12 Months (2015-2022)
- Brand of Smart TV Purchased
- Brand of Streaming Media Player Purchased
- Brand of Gaming Console Purchased
- Future Purchase Intention of Streaming Video Products (2015 - 2022)
Brand Purchase Preferences and Feature Considerations
- Top Reasons for Smart TV Purchase by Brand
- Top Reasons for Streaming Media Player Purchase by Brand
- Important Features Impacting Smart TV or SMP Purchase Decision
- Important Features When Purchased TV or SMP
Comparison of Perceptions for Selected Brands and Platforms
- Perceptions of Streaming Media Players vs Smart TVs
- Primary Connected TV Platform by Income
- Perceptions of Roku Streaming Player vs Smart TV
- Perceptions of Roku Streaming Stick vs Smart TV
- Perceptions of Roku TV vs Streaming Media Players
- Perceptions of Amazon Fire TV Player vs Smart TV
- Perceptions of Amazon Fire TV Stick vs Smart TV
- Perceptions of Samsung Tizen vs Streaming Media Players
- Perceptions of LG Web OS vs Streaming Media Players
Platforms and Content Consumption
- Weekly Hours Consumed by OTT Business Model, by Top Streaming Platform
- OTT Service Business Model Usage, by Top Streaming Video Platform
- Subscription to Major OTT Services, by Top Streaming Video Platform
- Average Monthly Spending on OTT Services, by Top Streaming Video Platform
- Use of Transactional OTT Services by Top Streaming Video Platform
- Use of Ad-supported OTT Video Services by Top Streaming Video Platform
- Top 9 Apps Used on a Big Screen
- Weekly Hours Performing Activities on Primary Streaming Video Device
