观众之旅：浏览串流媒体选项

本报告研究了多种OTT 串流影音服务模式（包括广播电视、传统付费电视、SVOD、AVOD/FAST、TVOD 和vMVPD 服务）存取您想要观看的影片内容的过程。我们总结了观看过程消费者的趋势。

范例视图

目录

调查研究方法与定义

• 重要术语和定义
• 付费电视的定义与分类
• 视讯服务生态系统

执行摘要

• 为何使用 OTT 服务？
• 使用服务的原因：依主要服务分类
• 所有装置上的影片观看量
• 如何找出您想观看的影片内容
• 了解如何观看影片内容
• 每月支出金额：依对串流媒体的看法
• 平均 OTT 用户数
• OTT 流失率：依串流媒体体验分类

整体展望：串流媒体采用

• 普及率：传统视讯服务与 OTT 视讯服务
• 付费电视和 OTT 服务的订阅趋势
• 付费电视和 OTT 服务的订阅结构
• OTT 服务合约数量
• OTT 服务的平均订阅数量
• OTT 服务订阅数量：依收入分类
• OTT 服务订阅数量：依儿童数分类
• 平均 OTT 服务数量：依业务模式划分
• 主要 OTT 订阅级别
• 用于查看社交/用户生成内容的平台
• 如何订阅 vMVPD 服务
• 如何订阅 OTT 服务
• 如何订阅串流电视服务：按服务

查看消费：设备与服务

• 为何使用 OTT 服务？
• 使用服务的原因：依主要服务分类
• 使用该服务的原因：透过其他 OTT 服务
• 过去 30 天内使用过任何类型的视讯设备
• 过去 30 天内按年龄划分的视讯设备使用情况
• 平均影片消费：依平台划分
• 影片消费：所有设备
• 影音消费：电视
• 影片消费：手机
• 影片消费：平板电脑
• 影片消费：计算机
• 查看的线上内容的类型

第一选择和阶段

• 内容观看历程：在电视上观看视频
• 电视上看电视、电影的首选
• 电视观看体育直播的首选
• 电视直播新闻首选
• 发现新事物的第一步
• 连网电视设备上的第一个视讯内容来源

发现与体验

• 如何找出您想观看的影片内容
• 了解如何观看影片内容
• 了解如何观看影片内容：按影片内容的主要来源
• 每月支出金额：依对串流媒体的看法
• 平均 OTT 和 vMVPD 订阅者
• 广告为基础的 OTT 服务的观看体验
• 现场体育赛事观看体验

取消

• OTT 用户取消
• OTT 服务维护激励
• OTT 取消：根据串流媒体体验

附录

SYNOPSIS:

This report examines the viewer journey for accessing desired video content across broadcast, traditional pay-TV and the many over-the-top (OTT) streaming video service models, including SVOD, AVOD/FAST, TVOD and vMVPD (streaming TV) services. Included is research that analyzes how households view content, how households prioritize and spend money, and how decisions are made to pay for some services over others. This study draws from Parks Associates' Q3 2023 survey of 8,000 U.S. internet households. The survey is demographically representative of US internet households, with quotas for age, income, gender, and educational attainment.

SAMPLE VIEW

Key questions addressed:

• 1) How are households signing up for their streaming subscriptions? Why do households subscribe to certain services over others?

• 2) On what devices do households consume video, and what type of services do households watch on various device?

• 3) When viewers first sit to find something to watch, what steps do they take?

• 4) How does the viewer journey differ when a household wants to watch a TV show or movie versus live sports or news?

• 5) How easy or hard is it for households to find something to watch? What is the discovery experience like?

ANALYST INSIGHT:

"The viewer journey continues to evolve. A once manageable process of watching video curated from a single source is now a source of frustration due to an overwhelming amount of content from which to choose, spread out across numerous services and platforms, and ever changing." - Sarah Lee, Research Analyst, Parks Associates.

Table of Contents

Survey Methodology and Definitions

• Key Terms and Definitions
• Pay-TV Definitions and Categorization
• Video Services Ecosystem

Executive Summary

• Reasons for Using OTT Service
• Reasons for Using a Service by Top Services
• Video Consumption on All Devices
• Method to Find Video Contents to Watch
• Discovery Method of Watching Video Contents
• Monthly Spending by Agreement Towards Streaming Attitudes
• Average Among OTT Subscribers
• OTT Churn by Streaming Experience

Overall Outlook: Streaming Adoption

• Penetration of Traditional vs. OTT Video Services
• Pay-TV & OTT Service Subscription Trend
• Pay-TV* and OTT Service Subscription Mix
• Number of OTT Service Subscriptions
• Average Number of OTT Service Subscriptions
• Number of OTT Service Subscriptions by Income
• Number of OTT Service Subscriptions by Children at Home
• Avg Number of OTT Services Across Business Models
• Major OTT Subscription Tier
• Platforms for Watching Social/User Generated Content
• Method of Subscribing to vMVPD Services
• Method of Subscribing to OTT Services
• Method of Subscribing Streaming TV Services by Services

Viewing Consumption: Devices and Services

• Reasons for Using OTT Service
• Reasons for Using a Service by Top Services
• Reasons for Using a Service by Other OTT Services
• Use of Devices for Video of Any Kind in the Past 30 Days
• Use of Devices for Video in the Past 30 Days by Age Groups
• Total Average Video Consumption by Platforms
• Video Consumption on All Devices
• Video Consumption on TV Set
• Video Consumption on a Mobile Phone
• Video Consumption on Tablet
• Video Consumption on Computer
• Genres of Online Content Viewed

First Choice and Steps

• Viewing Path to Content To Video on a TV
• First Choice for Watching TV and Movies on TV
• First Choice for Watching Live Sports on TV
• First Choice for Watching Live News on TV
• First Step When Finding Something New to Watch
• First Sources for Video Content on Connected TV Devices

Discovery and Experience

• Method to Find Video Contents to Watch
• Discovery Method of Watching Video Contents
• Discovery Method of Watching Video Contents by First Sources for Video Contents
• Monthly Spending by Agreement Towards Streaming Attitudes
• Average Among OTT and vMVPD Subscribers
• Viewing Experience with Ad-Based OTT Services
• Viewing Experience with Live Sports Events

Churn

• OTT Subscriber Churn
• OTT Service Retention Incentives
• OTT Churn by Streaming Experience

Appendix