市場調查報告書

OTT視訊服務:購買和感知定價

OTT Video Services: Purchasing and Perceived Value

出版商 Parks Associates 商品編碼 799078
出版日期 內容資訊 英文 59 Slides
商品交期: 最快1-2個工作天內
價格
OTT視訊服務:購買和感知定價 OTT Video Services: Purchasing and Perceived Value
出版日期: 2019年03月14日內容資訊: 英文 59 Slides
簡介

本報告提供SVOD、AVOD、TVOD的OTT視訊服務調查分析,平均支出額,每一家庭的服務數,引進促進因素,OTT服務的客戶流失,消費者間的目前認識、引進、使用概況 相關的系統性資訊。

消費者分析:點閱和娛樂軌道

摘要整理

OTT服務的引進

  • 整體OTT服務的加入
  • OTT類別服務的加入
  • OTT服務的加入數
  • OTT服務的加入:3大OTT vs. 其他OTT
  • OTT服務加入
  • 主要運動的OTT視訊加入
  • OTT服務加入包裝
  • 免費/廣告為基礎的OTT視訊服務的利用
  • 交易OTT服務的利用
  • 加入OTT服務的利用 vs. 免費/廣告為基礎的OTT服務的利用
  • 自聚合商家庭數

視訊內容的感知定價

  • 最愉快的休閒活動
  • 享受的頻道/編程的類型

增量定價的服務功能的預測

  • 對OTT服務功能的消費者預測
  • 增量定價的OTT功能的預測:解析度
  • 增量定價的OTT功能的預測:串流數
  • 增量定價的OTT功能的預測:廣告
  • 增量定價的OTT功能的預測:平台
  • 增量定價的OTT功能的預測:程式庫的更新
  • 增量定價的OTT功能的預測:內容
  • 增量定價的OTT功能的預測:用戶體驗
  • 增量定價的OTT功能的預測:服務強化

對視訊娛樂的每月的支出

  • 對視訊娛樂的平均家計支出
  • 對收費電視以外的視訊娛樂的每月的平均支出
  • 對網際網路視訊的每月的平均家計支出
  • 對OTT視訊加入的每月的平均支出:各類服務

與服務試用轉換

  • OTT試用和轉換 (過去6個月)
  • 試用數 (過去6個月)
  • 從免費試用轉換到加入OTT
  • 成功率:試用的各類型
  • 服務加入數:試用的各類型

服務供應商的認識

  • 加入的理由:vMVPD vs. 其他OTT服務
  • 加入的理由:OTT各類服務
  • 3大加入服務:特定的vMVPD用戶
  • NPS (淨推薦值):視訊服務
  • NPS (淨推薦值):vMVPD
  • NPS (淨推薦值):收費電視服務業者

附錄

目錄

As the OTT video service market matures, services of all types are searching for ways to stabilize their customer base and revenues. This study examines current perceptions, adoption, and use among consumers for SVOD, AVOD, and TVOD OTT video services, including average amount spent, number of services taken per household, drivers of adoption, and OTT service churn.

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Table of Contents

Consumer Analytics: Access and Entertainment Track

Executive Summary

  • Industry Insight
  • Key Findings & Market Impact

OTT Service Adoption

  • Overall OTT Service Subscriptions (2016 - 2018)
  • OTT Category Service Subscription (2017 - 2018)
  • Number of OTT Service Subscriptions (2014 - 2018)
  • OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT (2017 - 2018)
  • OTT Service Subscriptions (2012 - 2018)
  • Top Sports OTT Video Subscriptions (Q3/2018)
  • OTT Service Subscription Package (2016 - 2018)
  • Use of Free / Ad-based OTT Video Services (2017 - 2018)
  • Use of Transactional OTT Services (2017 - 2018)
  • Subscription OTT Service Use vs. Free / Ad-based OTT Service Use (2017-2018)
  • Self-Aggregator Households (Q3/18)

Perceived Value of Video Content

  • Most Enjoyed Leisure Activities (Q3/18)
  • Types of Enjoyable Channels/Programming (Q3/18)

Service Feature Expectations at Incremental Pricing

  • Testing Consumer Expectations of OTT Service Features
  • OTT Expected Feature at Incremental Pricing: Resolution (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Number of Streams (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Advertising (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Platforms (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Library Updates (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Content (Q3/18)
  • OTT Expected Feature at Incremental Pricing: User Experience (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Service Enhancements (Q3/18)

Monthly Expenditure on Video Entertainment

  • Average Household Expenditure on Video Entertainment by Video Sources (2012 - 2018)
  • Average Monthly Expenditure on Non-Pay-TV Video Entertainment (Q3/18)
  • Average Household Monthly Expenditure on Internet Video (2012 - 2018)
  • Average Monthly Expenditure on Subscription OTT Video by Service (Q3/18)

Service Trials and Conversions

  • OTT Trials and Conversion - Past Six Months (Q3/18)
  • Number of Trials - Past Six Months (Q3/18)
  • OTT Subscription Conversions from Free Trial (Q3/18)
  • Success Rate by Trialer Type (Q3/18)
  • Number of Service Subscription by Trialer Type (Q3/18)

Service Provider Perceptions

  • Reasons for Subscribing: vMVPDs vs. Other OTT Services (Q3/18)
  • Reasons for Subscribing by OTT Service (Q3/18)
  • Top 3 OTT Services Subscribed to by Specific vMVPDs Subscribers (Q3/18)
  • Net Promoter Score: Video Services (Q3/18)
  • Net Promoter Score: vMVPD (Q3/18)
  • Net Promoter Score: Pay-TV Service Operators (2017 vs. 2018)

Appendix