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市场调查报告书
商品编码
1332730
视讯服务：不断变化的需求Video Services: Shifting Demand |
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价格
简介目录
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
简介目录
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
