视讯服务：不断变化的需求

本报告调查了传统付费电视、串流电视和OTT 服务的市场，并提供了市场定义和概述、按服务类型和商业模式划分的使用状况、每种服务的订阅趋势以及订阅者数量。我们总结了趋势、註销用户数趋势、新服务功能及持续激励分析等。

目录

调查方法/定义

付费电视的定义与分类

视讯服务生态系

重要术语和定义

执行摘要

• 付费电视和 OTT 服务订阅趋势
• 付费电视实施状况：依服务类型分类
• OTT 服务合约数量
• 视讯服务支出：传统付费电视与 SVOD 服务
• OTT 服务使用状况：依业务模式划分
• OTT 用户流失
• OTT 流失触发器
• OTT 服务的保留选项

大局：付费电视和串流媒体

• 传统视讯服务和OTT视讯服务的普及
• 付费电视和 OTT 服务订阅趋势
• 付费电视和 OTT 服务的订阅组合
• 视讯服务支出：传统付费电视与 SVOD 服务

付费电视：从传统电视到串流电视

• 付费电视实施状况：依服务类型分类
• 细分市场：付费电视订户、有线电视用户、有线电视用户
• 最后订阅付费电视服务
• 传统付费电视服务供应商的市占率与去年相比
• 整体 vMVPD 服务实施
• 串流电视服务采用率：与去年同期相比比较
• 付费电视订户透过机上盒存取串流服务
• 有意改变付费广播服务
• 为何从传统电视服务切换到串流电视服务？
• 为何从串流媒体转向传统付费电视服务？
• 选择新家庭网路供应商时的关键因素

付费电视：新功能的价值

• 您的电视服务供应商提供与接收的功能
• 付费电视服务功能和平台可近性的重要性
• 新兴付费电视服务的吸引力：家庭控制与互动功能

串流影片：商业模式与订阅通行证

• 过去 30 天内 OTT 服务的使用状态：依业务模式划分
• 使用 OTT 商业模式：按付费电视集团
• 过去 30 天内曾使用广告为基础的 OTT 服务
• 过去 30 天内使用 OTT 交易服务的情况
• OTT 服务订阅数量
• OTT 服务的平均订阅数量
• OTT 服务的平均订阅数量：以付费电视群组划分
• 订阅方式（2022 年第 3 季）：依服务类型
• 如何订阅 OTT 服务
• 订阅方式：依服务类型
• 十大 OTT 服务订阅方式

SVOD 市场领导者：采用率与用□□户群

• OTT 服务订阅：3 家主要 OTT 公司与其他 OTT 公司
• OTT 视讯服务的使用：依母公司划分
• 主要 OTT 订阅服务介绍
• 高级网路 OTT 订阅
• 订阅其他串流服务
• 整个体育 OTT 服务订阅
• 体育 OTT 服务人群
• 健身 OTT 服务人群
• 主要 OTT 订阅：按年龄组细分
• 主要 OTT 订阅：性别细分
• 主要 OTT 订阅：依家庭儿童细分
• 主要 OTT 订阅：依家庭收入细分

OTT订阅期

• 主要和优质 OTT 服务的平均订阅时长
• 其他 OTT 服务的平均订阅时长
• 体育 OTT 服务的平均订阅週期
• 健身 OTT 服务的平均订阅时长

NPS 基准测试：依部门/服务

• NPS（净推荐值）：按行业划分的趋势
• 传统付费电视服务供应商的 NPS
• vMVPD 服务的 NPS
• OTT 服务的 NPS
• 对付费电视服务的看法：传统付费电视与串流付费电视
• 对目前付费电视服务的高度满意度：传统付费电视与串流媒体付费电视
• 付费电视内容偏好：传统付费电视与串流付费电视

OTT 取消

• OTT 用户取消
• vMVPD 服务：OTT 服务取消订阅者占目前订阅者基数的百分比
• 取消订阅者占目前订阅者基数的百分比
• OTT 和串流电视订阅行为
• 串流电视订阅者的 OTT 和串流电视订阅行为
• 与通讯服务捆绑在一起的串流服务的价值
• OTT 取消触发
• OTT 取消触发器：vMVPD 和所有 OTT 服务
• OTT 服务维护激励
• OTT 服务保留诱因：vMVPD 与所有 OTT 服务的比较

附录

This research provides a comprehensive view of the traditional pay-TV, streaming TV, and OTT services market across subscription, ad-based, and transactional business models. It details shifting consumer preferences, with historical trending data on adoption, satisfaction, and churn for pay-TV and OTT services. It details top causes of service churn and consumer receptivity to new service features and retention incentives.

ANALYST INSIGHT:

"Services must improve the consumer experience and content options in order to retain customers. Without writers creating high-quality scripted content, an increase in customer attrition is expected in the near term." - Sarah Lee, Research Analyst, Parks Associates.

Table of Contents

Survey Methodology and Definitions

Pay-TV Definitions and Categorization

Video Services Ecosystem

Key Terms and Definitions

Executive Summary

• Pay-TV & OTT Service Subscription Trend
• Pay-TV Adoption by Service Type
• Number of OTT Service Subscriptions
• Spending on Video Services: Traditional Pay TV vs. SVOD Services
• OTT Service Use by Business Model
• OTT Subscriber Churn
• OTT Churn Triggers
• OTT Service Retention Options

The Big Picture: Pay-TV vs. Streaming

• Penetration of Traditional vs. OTT Video Services
• Pay-TV & OTT Service Subscription Trend
• Pay-TV and OTT Service Subscription Mix
• Spending on Video Services: Traditional Pay TV vs. SVOD Services

Pay-TV: From Traditional to Streaming TV

• Pay-TV Adoption by Service Type
• Market Segments: Pay-TV Subscribers, Cord Cutters, and Cord Nevers
• Last Subscription to Pay-TV Service
• Traditional Pay-TV Service Provider Market Share, YoY
• Overall vMVPD Service Adoption
• Streaming TV Service Adoption, YoY
• Pay TV Subscriber Access to Streaming Services via Set-top Box
• Intention to Make Changes to Pay-TV Service
• Reasons for Switching from a Traditional to Streaming TV Service
• Reasons for Switching from a Streaming to a Traditional Pay-TV Service
• Important Factors of Selecting New Home Internet Provider

Pay TV: Value of New Features

• Features Offered and Received From TV Service Provider
• Importance of Pay-TV Service Features & Platform Accessibility
• Appeal of Emerging Pay-TV Service Features: Home Control & Interactivity

Streaming Video: Business Models and Subscription Path

• OTT Service Use in Prior 30 Days, by Business Model
• OTT Business Model Use by Pay-TV Groups
• Use of Ad-Based OTT Services in Prior 30 Days
• Use of Transactional OTT Services in Prior 30 Days
• Number of OTT Service Subscriptions
• Average Number of OTT Service Subscriptions
• Average Number of OTT Service Subscriptions by Pay-TV Groups
• Method of Subscribing by Service Type Q3 2022
• Method of Subscribing to OTT Services
• Method of Subscribing by Service Type
• Method of Subscribing to Top 10 OTT Services

SVOD Market Leaders: Adoption & User Base

• OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT
• OTT Video Service Use by Parent Companies
• Major OTT Subscription Service Adoption
• Premium Network OTT Subscriptions
• Additional Streaming Service Subscriptions
• Additional Streaming Service Subscriptions, Cont'd
• Sports OTT Service Subscriptions Overall
• Sports OTT Service Penetration
• Fitness OTT Service Penetration
• Age Breakdown by Major OTT Subscription
• Gender Breakdown by Major OTT Subscription
• Children at Home Breakdown by Major OTT Subscription
• Household Income Breakdown by Major OTT Subscription

OTT Subscription Duration

• Average Subscription Duration of Major and Premium OTT Services
• Average Subscription Duration of Other OTT Services
• Average Subscription Duration of Sports OTT Services
• Average Subscription Duration of Fitness OTT Services

NPS Benchmarking by Sector and Services

• Net Promoter Scores by Sector - Trending (2019-2023)
• Traditional Pay-TV Service Provider NPS
• vMVPD Service NPS
• Net Promoter Score of OTT Services
• Pay-TV Service Sentiment: Legacy vs. Streaming Pay TV
• High Satisfaction with Current Pay-TV Service: Legacy vs. Streaming Pay TV
• Pay-TV Content Preferences: Legacy vs. Streaming Pay TV

OTT Churn

• OTT Subscriber Churn
• vMVPD Services: Subscribers Cancelling OTT Service as a % of Current Subscriber Base
• Subscribers Cancelling Service as a % of Current Subscriber Base
• OTT and Streaming TV Subscription Behaviors
• OTT and Streaming TV Subscription Behaviors, by Streaming TV Subscribers
• Value of Streaming Services Bundled with Communication Services
• OTT Churn Triggers
• OTT Churn Triggers: vMVPDs vs. all OTT Services
• OTT Service Retention Incentives
• OTT Service Retention Incentives: vMVPD vs All OTT Services

Appendix