OTT：识别、使用、商业模式

无论商业模式如何，OTT 视频服务都在不断调整其提供的服务和体验，以适应瞬息万变的市场。消费者的认知会影响潜在的吸收和参与/保留。 2022年，流媒体市场日趋成熟，但从未安定。我们预计会有更多小型服务收购和捆绑服务吸引更多观众，并继续尝试混合商业模式以获取市场份额并扩大我们的用户和收入基础。

本报告侧重于消费者，并量化了消费者在各种商业模式、库和功能中对 OTT 视频服务的使用和认知度。

主要问题

• 美国的基本服务是否饱和？
• 订阅者使用服务最看重的是价格还是内容？
• 流失率在下降吗？
• 免费试用是否鼓励註册？
• 共同观看体验能否提高参与度和订阅量？

目录

调查方法及调查定义

付费电视的定义和分类

• 付费电视服务的定义
• 付费电视采用类别（Q1/22）
• 娱乐服务生态系统
• 重要术语和定义

执行摘要

• 美国付费电视市场的变化
• 采用整体 vMVPD 服务
• 传统视频业务和OTT视频业务的渗透
• 按商业模式使用 OTT 服务
• OTT 服务订阅数量：8 年趋势
• 如何订阅 OTT 服务
• OTT 用户流失
• 排名前 2 位的 OTT 流失触发器

视频服务的采用：OTT 和付费电视

• 普及传统OTT视频服务和订阅OTT视频服务
• 付费电视和 OTT 服务订阅趋势
• 付费电视 * 和 OTT 服务订阅组合
• 按服务类型划分的付费电视采用率
• 有意改变付费电视服务

OTT 商业模式：SVOD、广告支持、TVOD、vMVPD

• 按商业模式使用 OTT 服务
• OTT 服务订阅数
• 采用整体 vMVPD 服务
• 采用 vMVPD 服务
• 使用基于广告的 OTT 视频服务
• 使用交易型 OTT 服务
• 观看新电影的首选方式

SVOD 市场领导者：招聘和用户群

• 采用主要的 OTT 订阅服务
• OTT 服务订阅：Big3 OTT 和 NonBig3 OTT
• 个人OTT服务独家订户
• 母公司使用 OTT 视频服务
• 其他 OTT 服务订阅
• 体育OTT服务渗透
• 高级网络 OTT 订阅
• 健身OTT服务渗透
• 按年龄划分的主要 OTT 服务渗透率
• 按性别划分的主要 OTT 服务渗透率
• 按收入划分的主要 OTT 服务渗透率
• 其他

OTT 订阅者和用户旅程

• 按服务类型划分的订阅方式（2021 年第三季度）
• 如何订阅 OTT 服务
• 如何订阅排名前 10 的 OTT 服务
• 触发订阅 OTT 服务
• 触发订阅 Select OTT 服务
• 其他

OTT 服务识别

• OTT 服务网络推广者得分
• 传统付费电视服务提供商 NPS
• vMVPD 服务 NPS
• 推荐OTT服务的理由*
• 不推荐服务但继续订阅的原因 *
• 在线视频服务订阅用户体验
• 交易OTT服务用户体验
• 其他

OTT 流失

• OTT 用户流失
• OTT 流失触发器
• OTT 服务保留选项
• 其他

社交观看

• 社交观看方式
• 可以使用共享查看功能
• 在订阅者和受众群体之间使用专用的共同观看应用

SYNOPSIS:

OTT video services across business models continually adapt their offerings and experience to remain relevant in a fast-changing market. Consumer perception affects both potential uptake and engagement/retention. This consumer-focused report quantifies consumer usage and perception of OTT video services across various business models, their libraries, and features.

Key questions addressed:

• Have the foundational services reached saturation in the United States?

• Do consumers consider price or content the most important factor when subscribing to a service?

• Is churn leveling off?

• Do free trials drive subscriptions?

• Can co-viewing experiences drive engagement and subscriptions?

ANALYST INSIGHT:

"In 2022, the streaming market is maturing, though by no means settled. Expect more acquisitions and bundles of smaller services to reach a larger audience and continued experimentation with hybrid business models to capture market share and expand their user and revenue bases." - Eric Sorensen, Sr. Contributing Analyst, Parks Associates.

Table of Contents

Survey Methodology and Definitions

Pay TV Definitions and Categorization

• Defining Pay-TV Service
• Categories of Pay-TV Adoption (Q1/22)
• Entertainment Service Ecosystem
• Key Terms and Definitions

Executive Summary

• Changes in US Pay-TV Market
• Overall vMVPD Service Adoption
• Penetration of Traditional vs. OTT Video Services
• OTT Service Use by Business Model
• Number of OTT Service Subscriptions - 8 Year Trend
• Method of Subscribing to OTT Service
• OTT Subscriber Churn
• Top 2 OTT Churn Triggers

Video Service Adoption: OTT vs Pay-TV

• Penetration of Traditional vs. Subscription OTT Video Services
• Pay-TV & OTT Service Subscription Trend
• Pay-TV* and OTT Service Subscription Mix
• Pay-TV Adoption by Service Type
• Intention to Make Changes to Pay-TV Service

OTT Business Models: SVOD, Ad-Supported, TVOD, vMVPDs

• OTT Service Use by Business Model
• Number of OTT Service Subscriptions
• Overall vMVPD Service Adoption
• vMVPD Service Adoption
• Use of Ad-Based OTT Video Services
• Use of Transactional OTT Services
• Preferred Method of Watching New Movies

SVOD Market Leaders: Adoption & User Base

• Major OTT Subscription Service Adoption
• OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT
• Exclusive Subscribers of Individual OTT Service
• OTT Video Service Use by Parent Companies
• Other OTT Service Subscriptions
• Other OTT Service Subscriptions, Cont.
• Sports OTT Service Penetration
• Premium Network OTT Subscriptions
• Fitness OTT Service Penetration
• Major OTT Service Penetration by Age
• Major OTT Service Penetration by Gender
• Major OTT Service Penetration by Children at Home
• Major OTT Service Penetration by Income

OTT Subscriber and User Journey

• Method of Subscribing by Service Type Q3 2021
• Method of Subscribing to OTT Services
• Method of Subscribing to Top 10 OTT Services
• Triggers for Subscribing to OTT Services
• Triggers for Subscribing to Select OTT Service
• OTT Service Trials
• OTT Trials and Conversion in the Past Six Months Among All US BB HHs
• Subscription Rate by Number of Trials
• Attitudes Towards OTT Service Trials
• % Highly Agree: I'm More Likely to Subscribe with Longer Trial
• Average Subscription Duration of Major OTT Services
• Average Subscription Duration of Premium Network OTT Services
• Average Subscription Duration of Other OTT Services
• Average Subscription Duration of Sports OTT Services
• Average Subscription Duration of Fitness OTT Services
• Drivers for Using Ad-Based OTT Services

Perceptions of OTT Services

• Net Promoter Score of OTT Services
• Traditional Pay-TV Service Provider NPS
• vMVPD Service NPS
• Reasons for Recommending OTT Services*
• Reasons for Recommending Select OTT Services*
• Reasons for Not Recommending a Service, but Continuing to Subscribe*
• Reasons for Not Recommending a Service, but Continuing to Subscribe, by Service
• User Experience of Online Video Service Subscriptions
• User Experience of Transactional OTT Services

OTT Churn

• OTT Subscriber Churn
• Subscribers Cancelling Service as a % of Current Subscriber Base
• OTT Churn Triggers
• OTT Service Retention Options

Social Viewing

• Methods of Social Viewing
• Likelihood of Using Co-viewing Feature
• Use of Dedicated Co-Viewing App among Subscriber and Demographic Segments