剪线钳、永不剪线、视频重新捆绑

虽然视频“掐线”或“剪线”已成为近年来的热门趋势，但许多消费者不得不“重新捆绑”不同的视频服务（包括回归传统付费电视）和内容源来满足他们的需求。 在许多情况下，这种“重新捆绑”给消费者带来的成本比他们主要依赖有线线性视频服务时要高。

本报告探讨了分拆视频服务的消费者趋势以及相关的近期现象，例如随着视频内容市场变得分散，消费者需要重新捆绑其服务组合。

内容

研究方法和定义

关键术语和定义

• 剪线钳
• 代码从不

娱乐视频服务生态系统

执行摘要

了解剪线钳和剪线器

• 传统付费电视和 OTT 视频服务的渗透
• 传统付费电视与剪线钳和从不剪线的比较
• 您上次订阅传统付费电视服务的时间
• 在线付费电视服务：Cord Cutter 和 Cord Never
• OTT 服务订阅：Cord Cutter 与 Cord Never
• 最后一次通过在线付费电视订阅传统付费电视介绍
• 剪线钳和从不剪线：年龄、收入和技术采用
• 对科技和生活方式的思考
• 视频产品的使用

掐线者付费电视体验

• 传统付费广播服务的取消触发
• 前传统付费电视服务提供商
• 掐线者：之前传统付费电视服务的月费
• 推动掐线族保留传统付费电视服务的因素

重新捆绑视频

• 每月 OTT 服务总支出：掐线者 vs 从不掐线
• 按 OTT 服务类型划分的平均每月支出
• 剪线钳每月视频服务费用
• 每月服务费用：传统付费电视和 OTT
• 按业务模式划分的 OTT 服务使用情况
• OTT 服务订阅数量
• 订阅者群中取消服务的订阅者百分比：Cordcutters 与 Cordnever
• 订阅付费电视服务的意愿：“掐线者”与“从不掐线”

附录

SYNOPSIS:

While video "cutting the cord" or "shaving the cord" has been a hot trend for several years now, many consumers are having to "rebundle" various video services (including returning to traditional pay TV) and content sources together in order to meet their needs. In many cases, this "rebundling" is costing consumers more than when they were primarily relying on corded, linear video services.

This primary research examines consumer trends in unbundling their video services and the related recent phenomena of consumers needing to rebundle their service portfolio because of a fragmented video content marketplace. The research also details how the COVID-19 crisis has impacted how consumers are building their video services stack.

ANALYST INSIGHT:

"When they flee pay-TV, Cord-Cutters essentially unbundle a paid television service. But a new phenomenon is on the rise: rebundling. Video consumers now find that though they have access to more service options than ever before, no one provider satisfies all of their content needs." - Steve Nason, Research Director, Parks Associates.

Table of Contents

Survey Methodology and Definitions

• Survey Sample & Fielding
• Parks Associates 2021 Respondent Quotas

Key Terms and Definitions

• Cord-Cutters
• Cord-Nevers

Entertainment Video Service Ecosystem

Executive Summary

• Industry Insight
• Traditional Pay-TV vs. Cord-Cutters and Cord-Nevers
• Online Pay-TV Service: Cord-Cutters and Cord-Nevers
• Traditional Pay-TV Service Cancellation Triggers
• Monthly Service Cost Among Cord-Cutters

Understanding Cord-Cutters and Nevers

• Penetration of Traditional Pay-TV vs. OTT Video Services
• Traditional Pay-TV vs. Cord-Cutters and Cord-Nevers
• Last Time Subscribed to Traditional Pay-TV Service
• Online Pay-TV Service: Cord-Cutters and Cord-Nevers
• OTT Service Subscription: Cord-Cutters vs. Cord-Nevers
• Last Subscription to Traditional Pay-TV by Online Pay-TV Adoption
• Cord-Cutters and Cord-Nevers: Age, Income, Tech Adoption
• Attitudes Toward Technology and Lifestyle
• Adoption of Video Products

Pay-TV Experience of Cord-Cutters

• Traditional Pay-TV Service Cancellation Triggers
• Previous Traditional Pay-TV Service Providers
• Cord-Cutters: Monthly Cost of Previous Traditional Pay-TV Service
• Drivers for Traditional Pay-TV Service Retention Among Cord-Cutters
• Drivers for Traditional Pay-TV Service Retention Among Cord-Cutters

Rebundling of Video

• Total Monthly Spending on OTT Services: Cord-Cutters vs. Cord-Nevers
• Average Monthly Spending on OTT Services by Type
• Monthly Video Service Cost Among Cord-Cutters
• Monthly Service Cost: Traditional Pay-TV vs. OTT
• OTT Service Use by Business Model
• Number of OTT Service Subscriptions
• Subscribers Cancelling Service as % of Subscriber Base: Cord-Cutters vs. Cord-Nevers
• High Intention to Subscribe to Pay-TV Services: Cord-Cutters vs. Cord-Nevers

Appendix

• Demographic Breakdown of Video Viewing Segments
• Housing Breakdown of Video Viewer Segments
• Defining Heads of Broadband Households