视频服务：市场现状

本报告分析了美国和加拿大的视频服务市场，并描述了当前市场的主要趋势、未来市场的主要影响因素，以及北方的付费电视/OTT 合同数量和收入美国市场 我们正在研究趋势展望（未来5年）。

目录

分析总结

• 娱乐媒体消费的演变
• COVID-19 对视频消费的影响
• 继续剪线：对利润的影响
• 流媒体服务堆栈：尚未达到限制
• 即使没有合同，服务漏斗也会导致客户流失
• 内容和发现挑战：对用户体验的影响
• 捆绑和聚合平台以帮助检测服务

视频服务市场评估：服务部门的策略

• 视频服务市场的定义
• 传统付费电视供应商转向线上
• vMVPD：儘管运营成本高，但仍保持增长
• SVoD（订阅 VoD）：服务提高价格
• TVoD（交易视频点播）：从“Stay Home”中获利
• AVoD/FAST（基于广告的 VoD）：飙升

流媒体服务市场的形成趋势

• 智能电视的热潮
• TVOD 服务因窗口变化而增长
• 通过市场重组促进竞争
• 内容创建者：过渡到 DTC（直接面向消费者）
• 标准测量正在开发中
• 混合商业模式：竞争优势

具有混合业务模式的 OTT 服务配置文件

• ViacomCBS（截至 2022 年 2 月）：“派拉蒙”
• Discovery+
• Redbox
• AppleTV+
• Peacock

市场预测：美国 OTT 服务合同数量和收入

• 假设是一种预测方法
• 美国OTT服务合同数量预测
• 收入预测

结论和建议

词彙表

附录

分析/采访的目标公司

人物列表

归属

The video services space, including pay TV and OTT, continues to evolve to meet ever-changing market conditions and consumer behaviors.

The traditional pay-TV market continues to face significant challenges including ongoing subscriber erosion and competition from vMVPDs. The market has had to pivot to vertical integration and bundling, aggregation, and online video solutions to sustain and grow.

The OTT video services market continues to evolve, with high-profile offerings from large media organizations and smaller-scale offerings from a variety of more niche players. Services continue to augment their user experiences and distribution channels with many employing a hybrid business model approach to better reach and monetize their offerings.

This State of the Market industry report examines the top trends in the US and Canadian video service markets and the forces that will affect the market over the next year. The report includes a five-year forecast of pay-TV and OTT subscriptions in the North American market.

Table of Contents

Bottom Line

• Evolution of Entertainment Media Consumption
• COVID Impact on Video Consumption
• Cord Cutting Continues, Impacting Revenues
• The Streaming Service Stack Has Not Yet Hit its Ceiling
• Without Contracts, Service Hoppers Contribute to Churn
• Content and Discovery Challenges Impact the User Experience
• Bundles and Aggregation Platforms Aid in Service Discovery

Assessing the Video Service Market: Strategies by Service Segment

• Defining the Video Service Market
• Traditional Pay-TV Providers Move Online
• vMVPDs Grow Despite High Operating Costs
• Subscription Video-On-Demand (SVOD): Services Raise Prices
• Transactional Video on Demand (TVOD) Benefits from Shelter at Home
• Advertising-based Video-on-Demand Services (AVOD) and (FAST) on the Rise

Trends Shaping the Streaming Services Market

• Smart TVs are on Fire
• Shifts in Windowing Grow TVOD Services
• Consolidation Driving Competition
• Content Creators are Going Direct to Consumer (DTC)
• Standard Measurements in Development
• Hybrid Business Models are a Competitive Advantage

Profiles of OTT Services with Hybrid Business Models

• ViacomCBS - As of February 2022 -"Paramount"
• Discovery+
• Redbox
• AppleTV+
• Peacock

Market Forecast: US OTT Service Subscriptions and Revenue

• Forecast Methodology and Assumptions
• Forecast US OTT Service Subscriptions
• Revenue Forecast

Implications and Recommendations

Glossary of Terms

Appendix

Companies Research or Interviewed for Report

List of Figures

Attribution

List of Figures

• Penetration of Traditional vs. OTT Video Services
• Evolution of Entertainment Media Consumption
• Pay-TV Adoption in North America Forecast: 2020-2024
• Traditional Pay-TV Subscriptions, Cord-Cutters vs. Cord-Nevers
• Average Monthly Spending on OTT Services
• Number of OTT Service Subscriptions
• OTT Subscriber Churn
• Number of OTT Services Cancelled: Non-Hoppers vs. Hoppers
• OTT Service Use by Business Model
• Top Factors Influencing OTT Service Subscription
• Method of Subscribing to OTT Services
• Entertainment Video Service Ecosystem
• Pay TV Adoption by Service Type
• vMVPD Service Adoption, 2017-2021
• Leading vMVPD Service Providers
• Subscriber Churn: vMVPDs vs All OTT Services
• Top SVOD Services - US Subscribers, Year-End 2021
• Transactional OTT Service Use
• Windowing: Viewers' Preferred Method of Watching New Movies
• Ad-based OTT Video Service Usage
• Use of Ad-based OTT Video Services
• OTT Ad-based Service Use, with other OTT Models
• Ad-Based Services Owned and Operated by SVOD Services
• Viewers Ad-based OTT Preferences: AVOD vs FAST
• Attitudes Towards Advertising among Ad-based OTT Viewers
• Adoption of Streaming Video Devices
• Neilsen's The Gauge Viewership Metrics
• OTT Service Leaders: Business Model Comparison
• OTT Services with Hybrid Business Models: Comparison on Key Metrics
• Evolution to Paramount+
• Paramount+ US Subscriber Estimates
• Discovery+ and HBO Max US Subscriber Estimates
• Redbox: Ad-based vs. Transactional Use
• Apple TV+ US Subscriber Estimates
• Peacock US Subscriber Estimates
• OTT Subscription Forecast
• Subscription Revenue Forecast