表紙
市場調查報告書

對vMVPD服務的採用與消費者的習慣

Adoption and Consumer Habits for vMVPD Services

出版商 Parks Associates 商品編碼 913328
出版日期 內容資訊 英文 65 Slides
商品交期: 最快1-2個工作天內
價格
對vMVPD服務的採用與消費者的習慣 Adoption and Consumer Habits for vMVPD Services
出版日期: 2020年03月20日內容資訊: 英文 65 Slides
簡介

線上收費電視 (vMVPD) 服務,是收費電視產業的演進。

本報告提供線上收費電視服務的成長類別,和對這些服務的消費者意識相關驗證,服務的採用率,用戶相關詳細內容,服務相關使用和想法等相關的系統性資訊。

目錄

消費者視訊服務的採用

  • 收費電視、OTT服務訂閱的普及率
  • 收費電視、OTT服務訂閱
  • OTT服務訂閱
  • 線上收費電視服務的採用
  • vMVPD服務訂閱
  • 高級流通管道的普及率:各收費電視服務
  • 高級OTT服務的普及率:各收費電視服務
  • OTT服務的使用:各收費電視服務

收費電視的採用:各人口統計

  • 收費電視服務用戶的人口統計明細
  • 收費電視服務用戶的住宅特性

消費者服務變更

  • 對收費電視服務的最近的變更
  • 對收費電視服務所進行的變更:收費電視服務的各類型
  • OTT服務試用轉換:各收費電視服務
  • OTT服務的平均訂閱期間
  • vMVPD、高級OTT服務:取消OTT服務的用戶 (目前用戶群的比例)
  • vMVPD服務客戶流失:取消OTT服務的用戶 (目前用戶群的比例)
  • OTT服務取消 (目前用戶群的比例)

設備的使用

  • 最常使用的連網家庭娛樂平台
  • 最常使用的連網型視訊設備:各收費電視服務
  • 使用視訊用設備的用戶比例:各收費電視服務
  • 線上影片的串流所使用的主要設備:各收費電視服務

消費的偏好

  • 對連網型設備的數位活動:各收費電視服務
  • 流通管道/計劃偏好的類型:各收費電視服務
  • 最享受的娛樂活動:各收費電視服務

寬頻連接

  • 寬頻服務的加入期間:各寬頻速度
  • 寬頻網際網路服務的速度:各收費電視服務
  • 寬頻服務的加入期間:各收費電視服務

想法和認識

  • 想法:收費電視服務的各類型
  • 寬頻服務的想法:各收費電視服務
  • 視訊服務相關想法:各收費電視服務
  • 收費電視服務的感知價值的變化:各類型
  • 對OTT服務前5名的用戶Attachment
  • 解除vMVPDs服務的意圖
  • 收費電視服務的淨推薦值 (NPS) :服務的各類型
  • OTT服務的淨推薦值 (NPS)
  • 今後12個月加入收費電視服務的可能性

支出和ARPU

  • 家庭影片娛樂的每月平均支出
  • 獨立的收費電視服務的ARPU:服務的各類型
目錄

Online pay-TV (virtual MVPD) services are an evolution for the pay-TV industry. This study examines the growing category of online pay-TV services and perceptions of these services among consumers. It measures adoption rates of these services and examines details about their subscribers, including demographics, spending, value perception, and usage and attitudes regarding these services. These factors are compared with traditional pay-TV services to reveal the impact of these services on the pay-TV ecosystem.

“In a world where consumers continue turning to online services for their video entertainment needs, it is important for operators to understand what is valued among key target groups. Consumer behaviors shift as the next generation of viewers rises, causing new strategies to form. This research examines consumer habits, perceptions, and expressions regarding vMVPD services and the impact they have within the pay-TV industry.” - Brandon Riney, Researcher, Parks Associates.

Table of Contents

Consumer Adoption of Video Services

  • Pay-TV and OTT Service Subscription Penetration (2011 - 2019)
  • Pay-TV and OTT Service Subscriptions (2014 - 2019)
  • OTT Service Subscriptions (2012 - 2019)
  • Online Pay-TV Service Adoption (2017 - 2019)
  • vMVPD Service Subscription (2016 - 2019)
  • Penetration of Premium Channels by Pay-TV Service (Q3/19)
  • Premium OTT Service Penetration by Pay-TV Service (Q3/19)
  • OTT Service Use by Pay-TV Service (Q3/19)

Pay TV Adoption by Demographics

  • Demographics Breakdown of Pay-TV Service Subscribers (Q3/19)
  • Housing Characteristics of Pay-TV Service Subscribers (Q3/19)

Service Changes Made by Consumers

  • Recent Change to Pay-TV Service (2018 - 2019)
  • Changes Made to Pay-TV Service by Type of Pay-TV Service (Q3/19)
  • OTT Service Trial Conversions by Pay-TV Service (Q3/19)
  • Average Subscription Duration of OTT Services (Q3/19)
  • vMVPD and Premium OTT Services: Subscribers Cancelling OTT Service as a % of Current Subscriber Base (Q3/19)
  • vMVPD Service Churn: Subscribers Cancelling OTT Service as a % of Current Subscriber Base (2019)
  • Overall OTT Service Cancellers as % of Current Subscriber Base (2017 - 2019)

Device Usage

  • Most-Commonly Used Connected In-Home Entertainment Platform
  • Most Used Connected Video Device by Pay-TV Service (Q3/19)
  • Percentage of Subscribers Using Devices for Video by Pay-TV Service (Q3/19)
  • Primary Devices Used for Streaming Online Videos by Pay-TV Service (Q3/19)

Consumption Preferences

  • Digital Activities on Connected Devices by Pay-TV Service (Q3/19)
  • Preferred Types Of Channels/Programs by Pay-TV Service (Q3/19)
  • Most Enjoyed Entertainment Activity by Pay-TV Service (Q3/19)

Broadband Connections

  • Length of Time Subscribing Broadband Service by Broadband Speed (Q3/19)
  • Speed of Broadband Internet Service by Pay-TV Service (Q3/19)
  • Length of Time Subscribing Broadband Service by Pay-TV Service (Q3/19)

Attitudes & Perceptions

  • Attitudes by Type of Pay-TV Service (Q3/19)
  • Broadband Service Attitudes by Pay-TV Service (Q3/19)
  • Attitudes Regarding Video Services by Pay-TV Service (Q3/19)
  • Perceived Value Change of Pay-TV Service by Type (Q3/19)
  • Subscriber Attachment to Top 5 OTT Services (Q3/19)
  • Intentions of Giving Up vMVPDs Services (Q3/19)
  • Net Promoter Score of Pay-TV Service by Type of Service (Q3/19)
  • Net Promoter Score of OTT Services (Q3/19)
  • Likelihood of Subscribing to a Pay-TV Service in the Next 12 Months (Q3/19)

Expenditure & ARPU

  • Average Monthly Expenditure on Home Video Entertainment (Q3/19)
  • ARPU of Standalone Pay-TV Service by Type of Service (Q3/19)