广告为基础的OTT的崛起

该报告研究了基于广告的 OTT，了解广告支持的 OTT 视频的整体使用情况、各个服务的使用情况，以及用户体验中推动消费的因素。

目录

调查手法和定义

摘要整理

广告为基础的OTT形势

• 按业务模式划分的 OTT 服务使用情况
• 基于广告的OTT视频服务用户
• 使用基于广告的 OTT 视频服务
• 视频服务用户人口分布
• 基于广告的 OTT 服务使用情况的设备所有权
• 其他在线视频服务类型的观众中基于广告的 OTT 视频使用情况

广告为基础的OTT的使用频率

• 基于广告的服务观看频率
• 观看个人广告服务的频率
• 按服务划分的基于广告的服务使用组（续）
• 按用户年龄划分的基于广告的服务使用组
• 按家庭收入划分的基于广告的服务使用群体
• 家庭儿童基于广告的服务使用群体

广告为基础的OTT使用情形的市场区隔

• 广告为基础的OTT服务利用的促进因素
• 广告为基础的服务的最重要的促进因素
• 广告为基础的OTT影音服务市场区隔
• 广告为基础的OTT影音服务市场区隔的人口组成明细
• 广告为基础的各服务利用群组的OTT服务利用的促进因素

OTT内容的优先顺序和偏好

• 访问内容的第一目的地
• 按基于广告的服务使用划分的访问内容的第一目的地
• 访问内容的第一目的地（按年龄）
• 基于广告的服务内容偏好
• 按年龄划分的基于广告的服务内容偏好
• 按家庭收入划分的基于广告的服务内容偏好
• 家庭儿童基于广告的服务内容偏好

广告为基础的OTT的认识

广告为基础的订阅的可能性

附录

SYNOPSIS:

While overall use of ad-based OTT video continues to rise to unprecedented levels, no individual service has become a clear leader. The lack of a top service leaves open a tremendous opportunity for a service to assume a leading position with a unique service offering. This report examines overall usage of ad-supported OTT video, uptake across individual services, and which components of the user experience drive consumption.

ANALYST INSIGHT:

"Video service growth has skyrocketed within the last year, with COVID-19 amplifying the appeal of the home viewing experience. Households increasingly subscribe to multiple paid subscription services resulting in higher monthly streaming costs that emulate the channel bundling of traditional pay-TV. Viewers seek to expand their content options, and free, ad-supported OTT video services offer a cost-saving alternative." - Liam Gaughan, Researcher, Parks Associates.

Table of Contents

Survey Methodology and Definitions

• Parks Associates 2021 Respondent Quotas: Age, 2020 HH Income, Education Completed, Gender
• Entertainment Video Service Ecosystem

Executive Summary

• Industry Insight
• Ad-Based OTT Video Service Usage
• Use of Ad-Based OTT Video Services
• Ad-Based Service Viewing Frequency
• Type of Content Preferred
• Ad-based OTT Viewer Characteristics
• Attitudes Towards Advertising Among Ad-Based Users
• Ad-based Subscription Potential

Ad-based OTT Landscape

• OTT Service Use by Business Model
• Ad-Based OTT Video Service Users
• Use of Ad-Based OTT Video Services
• Demographic Breakdown of Video Service Users
• Device Ownership by Ad-Based OTT Service Usage
• Ad-Based OTT Video Usage Among Viewers of Other Online Video Service Types

Frequency of Ad-based OTT Usage

• Ad-Based Service Viewing Frequency
• Frequency of Watching Individual Ad-Based Service
• Ad-Based Service Usage Groups by Services, Contd.
• Ad-Based Service Usage Groups by Age of Users
• Ad-Based Service Usage Groups by Household Income
• Ad-Based Service Usage Groups by Children at Home

Ad-based OTT Usage Segmentation

• Drivers of Ad based OTT Service Usage
• The most significant driver for ad-based services
• Ad-Based OTT Video Service Segments
• Demographic Breakdown of Ad-Based OTT Video Service Segments
• Drivers of OTT Service Usage By Ad-Based Service Usage Groups

OTT Content Priorities and Preferences

• First Destination for Accessing Content
• First Destination for Accessing Content, by Ad-Based Service Use
• First Destination for Accessing Content, by Age
• Ad-based Service Content Preferences
• Ad-based Service Content Preferences By Age
• Ad-based Service Content Preferences By Household Income
• Ad-based Service Content Preferences By Children at Home

Perceptions of Ad-based OTT

• Ad-based Users' Attitudes towards Advertising
• Attitudes Towards Advertising by Ad-based Service Use
• Attitudes Towards Advertising by Age
• Attitudes Towards Advertising by Household Income
• Attitudes Towards Advertising by Children at Home
• AVOD Users' Attitudes towards Advertising Integration
• Attitudes Towards Advertising Integration by Ad-based Service Use
• Attitudes Towards Advertising Integration by Age
• Attitudes Towards Advertising Integration by Household Income
• Attitudes Towards Advertising Integration by Children at Home

Ad-based Subscription Potential

• Ad-based Subscription Potential
• Ad-based Subscription Potential by Ad-based Service Use
• Ad-based Subscription Potential by Age Groups
• Ad-based Subscription Potential by Household Income
• Ad-based Subscription Potential by Children At Home
• Subscription Potential By Number of OTT Services Used

Appendix