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市場調查報告書

影音服務使用者的選擇動向:付費電視和OTT服務的差異

The Buyer's Journey-Pay TV vs. OTT

出版商 Parks Associates 商品編碼 904337
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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影音服務使用者的選擇動向:付費電視和OTT服務的差異 The Buyer's Journey-Pay TV vs. OTT
出版日期: 2019年08月07日內容資訊: 英文 58 Slides
簡介

從傳統付費電視服務轉向OTT服務的趨勢越來越顯著。轉換的最大原因為便利性及經濟性 (合約費用) 等,而網路環境的整備和連接情況、提供內容、使用者體驗、使用者人口趨勢等也是十分重要。

本報告分析美國各種影音服務 - OTT (over-the-top) 服務、付費電視服務、vMVPD等 - 的選擇和訂閱情況,彙整各項服務合約件數推移、按訂閱者特性的詳細趨勢、選擇和訂閱時的選擇原因、試用期趨勢及其與之後合約的關聯性、顧客滿意度、解約件數趨勢和解約原因等情報。

消費者分析:娛樂、服務市場之行動追蹤

摘要整理

普及率和成長率

  • 付費電視服務訂閱者數 (2011∼2019年)
  • OTT服務整體訂閱者數 (2015∼2019年)
  • OTT服務合約件數 (2014∼2019年)

服務訂閱推動因素

  • 付費電視服務訂閱原因
  • OTT服務訂閱原因
  • vMVPD (virtual Multichannel Video Programming Distributor) 服務訂閱原因

服務找尋/購買決策

  • 用來找尋附廣告服務的情報源
  • 使用的情報源:付費電視和vMVPD服務的差異
  • 用來蒐集線上影音服務情報的情報源:使用者結構
  • 訂閱前所需蒐集情報的時間:vMVPD和付費電視的差異

服務選擇標準

  • 影響OTT服務訂閱的因素
  • 影響服務選擇的因素:vMVPD和付費電視服務情況
  • 使用附廣告服務的原因

服務試驗和考察

  • 試用期後服務訂閱數
  • 試用期後服務訂閱數:按試用服務總數

服務訂閱

  • OTT服務訂閱方法
  • OTT服務訂閱方法:和付費電視服務的差異
  • 付費電視服務/OTT服務訂閱者數
  • 付費電視服務/OTT服務訂閱者數:人口結構的差異
  • 美國付費電視服務市場占比
  • OTT服務訂閱件數
  • OTT服務使用型態:按商業模式

訂閱者心情

  • 傳統付費電視服務之NPS (Net Promoter Score:淨推薦值)
  • 付費電視服務業者之NPS
  • 影音服務使用態度:OTT/付費電視服務契約者情況
  • 對線上影音服務的滿意度
  • NPS:OTT服務業者情況
  • 影音服務功能體驗:按服務

服務轉換和解約

  • OTT服務解約狀況
  • OTT服務解約原因
  • OTT服務解約防止的激勵措施
目錄

SYNOPSIS:

This study explores the process that consumers go through when purchasing OTT and pay-TV services. It examines adoption of various services and the degree to which pay TV and OTT video complement or compete with each other in purchase considerations. It evaluates decision criteria and consumer expectations, including content offerings, service tiers, user experience, and features. The study also compares different consumer segments, including millennials and other demographic groups, to understand their similarities, differences, and how service providers can best reach them.

ANALYST INSIGHT:

“The recent decline in traditional pay-TV and growing popularity of OTT services have fostered the widespread belief that OTT subscribers are driven by simple economics. Certainly pricing plays a role in decision making, but other reasons including content availability, ability to work with connected entertainment devices, and service features also significantly influence these consumers.” - Craig Leslie, Senior Analyst, Parks Associates.

Table of Contents

Consumer Analytics: Entertainment Services Track

  • Key Questions Answered
  • Survey Methodology
  • Defining Heads of Broadband Households
  • Definitions and Abbreviations
  • Reading Parks Associates Charts

Executive Summary

  • Industry Insight
  • Key Findings and Market Impact

Penetration and Growth Rates

  • Pay-TV Service Subscriptions (2011 - 2019)
  • Overall OTT Service Subscriptions (2015 - 2019)
  • Number of OTT Service Subscriptions (2014 - 2019)

Service Subscription Drivers

  • Reasons for Subscribing to Pay-TV Service (Q1/19)
  • Reasons for Subscribing to Subscription OTT Service (Q1/19)
  • Reasons for Subscribing to vMVPD Service (Q1/19)

Service Discovery and Buying Decisions

  • Sources Used for Discovering Ad-Supported Services (Q1/19)
  • Informative Sources Used: Pay-TV vs. vMVPD Services (Q1/19)
  • Demographic Distribution of Sources Used To Find Information About Online Video Service (Q1/19)
  • Time Spend On Consideration Before Subscribing: vMVPD vs. Pay-TV Service (Q1/19)

Service Selection Criteria

  • Factors Influencing Subscription OTT Service Subscription (Q1/19)
  • Factors Influencing Service Selection: vMVPD vs. Pay-TV Service (Q1/19)
  • Reasons for Using Ad-Supported Service (Q1/19)

Service Trials and Consideration

  • Number of Service Subscribed Post Trial Period (Q1/19)
  • Number of Services Subscribed Post Trail by Number of Services Trailed (Q1/19)

Service Subscription

  • Methods Used to Subscribe to Subscription OTT (Q1/19)
  • Methods Used to Subscribe to Subscription OTT Among OTT, Pay-TV Subscribers (Q1/19)
  • Pay-TV Vs. OTT Service Subscription (2018 - 2019)
  • Demographic Distribution of Pay-TV and OTT Subscribers Segment (Q1/19)
  • US Pay-TV Market Share (2016 - 2019)
  • OTT Service Subscriptions (2017 - 2019)
  • OTT Service Use by Business Model (2018 - 2019)

Subscriber Sentiment

  • Traditional Pay-TV Service Net Promoter Score (Q1/19)
  • Net Promoter Score: Pay-TV Service Operators (2018 - 2019)
  • Attitude Towards Use of Video Service by OTT and Pay-TV Service Subscribers (Q1/19)
  • Satisfaction with Online Video Services (Q1/19)
  • Net Promoter Score: OTT Services (2018 - 2019)
  • Video Service Feature Experience by Service (Q1/19)

Service Switching and Cancellation

  • Cancellation of OTT Services (Q1/19)
  • Reasons for Cancelling OTT Service (Q1/19)
  • Incentives Inhibiting Churn of OTT Services (Q1/19)
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