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市場調查報告書

OTT串流媒體中的訂閱和流失

Subscription and Churn in OTT Video

出版商 Parks Associates 商品編碼 955570
出版日期 內容資訊 英文 61 Slides
商品交期: 最快1-2個工作天內
價格
OTT串流媒體中的訂閱和流失 Subscription and Churn in OTT Video
出版日期: 2020年12月31日內容資訊: 英文 61 Slides
簡介

本報告調查了OTT串流媒體的訂閱和流失趨勢,具體取決於OTT串流媒體的採用和終止以及該服務用於保留客戶的策略,個人或業務模型。我們分析了OTT服務的採用和流失趨勢,以及COVID-19危機對服務流失和客戶保留的影響。

目錄

執行摘要

  • 行業考慮
  • 總體OTT服務訂閱
  • 關於OTT服務的態度
  • 由於缺少新內容而可能取消線上串流服務

市場概述

  • 總體OTT服務訂閱
  • OTT服務訂閱數
  • OTT服務訂購:3家主要公司的OTT和其他OTT
  • Netflix,Amazon,Hulu:OTT服務訂閱
  • 主要OTT視頻服務訂閱
  • OTT串流服務的高級訂閱滲透率
  • 體育訂閱主要OTT串流服務
  • OTT服務適用性訂閱
  • 核心vMVPD服務訂閱
  • vMVPD服務訂閱
  • OTT訂閱:按年齡段

訂閱期限

  • OTT服務訂購期
  • OTT服務的高級訂閱期
  • OTT服務體育訂閱期
  • vMVPD服務訂閱期
  • 影響OTT服務訂閱的因素
  • 促進訂閱OTT服務的因素
  • 促進訂閱OTT服務的因素:主要OTT服務
  • 如何訂閱OTT服務
  • 料斗:OTT用戶群
  • 關於OTT服務的態度
  • OTT服務訂閱期:非漏斗和漏斗
  • 訂閱的OTT服務的數量:非漏斗和漏斗
  • 取消OTT服務的數量:非料斗與料斗
  • 關於OTT服務的態度:非料斗與料斗
  • 料斗:通過OTT服務

OTT用戶流失

  • 取消OTT服務的用戶:當前用戶基本比率
  • 訂戶取消服務:訂戶基本比率
  • 訂戶取消服務:當前訂戶基準比率
  • OTT流失觸發
  • OTT流失觸發:非跳躍者與跳躍者
  • OTT服務保留選項

COVID-19的影響

  • COVID-19對就業狀況的影響
  • COVID-19危機期間的消費者擔憂
  • 新的OTT訂戶
  • 受COVID-19僱傭狀況影響的新OTT用戶
  • 想要在家中保持娛樂的新OTT用戶
  • 料斗:新的OTT服務訂戶
  • 由於缺少新內容而可能取消在線視頻服務
  • 由於缺少內容而取消OTT服務的可能性:新的OTT服務訂戶
  • 觀看新電影的首選信息來源
  • 非跳躍者與跳躍者:由於缺少內容和訂閱了新的OTT服務而可能取消OTT服務
目錄

SYNOPSIS:

OTT video services are designed to allow no hassle signup and easy cancellation process, but this level of freedom has led to high churn for many services. This primary research examines uptake and cancellation of OTT video services and the tactics services use to retain customers. It examines trends in adoption and churn for OTT services, both individually and by business model, and the effect of the COVID-19 crisis on churn and retention.

ANALYST INSIGHT:

"The downturn in churn is good news for an industry that continues to be plagued by this issue. However, at some point, potentially in the near future, consumers will begin to streamline their OTT service stack , especially with the devastating economic effects of COVID-19 lingering. When that happens, only the services that deliver a differentiated content offering and exemplary user experience will remain as a component of a consumer's video portfolio." - Steve Nason, Research Director, Parks Associates.

Table of Contents

Executive Summary

  • Industry Insight
  • Overall OTT Service Subscriptions
  • Attitudes Regarding OTT Services
  • Likelihood of cancelling Online Video Services Due to Lack of New Content

Market Overview

  • Overall OTT Service Subscriptions
  • Number of OTT Service Subscriptions
  • OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT
  • Netflix, Amazon, and Hulu: OTT Service Subscriptions
  • Major Subscription OTT Video Services
  • Penetration of Premium Subscription OTT Video Services
  • Top Sports Subscription OTT Video Services
  • Subscription of Fitness OTT Services
  • Core vMVPD Service Subscription
  • vMVPD Service Subscription
  • OTT Subscription by Age Groups

Length of Subscription

  • Subscription Length of OTT Services
  • Subscription Length of Premium OTT Services
  • Subscription Length of Sports OTT Services
  • Subscription Length of vMVPD Services
  • Factors Influencing OTT Service Subscription
  • Drivers for Subscribing to OTT Services
  • Drivers for Subscribing to OTT Services By Major OTT Services
  • Method of Subscribing to OTT Service (2019 - 2020)
  • Hoppers - A Segment of OTT Subscribers
  • Attitudes Regarding OTT Services
  • OTT Service Subscription Length: Non-Hoppers vs Hoppers
  • Number of OTT Services Subscribed: Non-Hoppers vs Hoppers
  • Number of OTT Services Cancelled: Non-Hoppers vs Hoppers
  • Attitudes Regarding OTT Services: Non-Hoppers vs Hoppers
  • Hoppers by OTT Services

OTT Subscriber Churn

  • Subscribers Cancelling OTT Service as a % of Current Subscriber Base
  • Subscribers Cancelling Service as % of Subscriber Base
  • Subscribers Cancelling Service as a % of Current Subscriber Base
  • OTT Churn Triggers
  • OTT Churn Triggers: Non-Hoppers vs Hoppers
  • OTT Service Retention Options

COVID-19 Impact

  • COVID-19 Impact on Employment Status
  • Consumer Concerns During COVID-19 Crisis
  • New OTT Subscribers
  • New OTT Subscribers by COVID-19 Impact on Employment Status
  • New OTT Subscribers by Concern to Keep Household Entertained
  • Hoppers by New OTT Service Subscribers
  • Likelihood of Cancelling Online Video Services Due to Lack of New Content
  • Likelihood of Cancelling OTT Service Due to Lack of Content by New OTT Service Subscribers
  • Most Preferred Source to Watch New Movies
  • Non-Hoppers vs Hoppers: Likelihood of Cancelling OTT Service Due to Lack of Content and New OTT Service Subscription