广告为基础的串流:消费者需求与参与度

串流无广告影片比以往更昂贵。订阅者平均订阅五种串流媒体服务，但由于许多人面临购买力下降的问题，越来越多的人正在尝试基于广告的服务，以抵消增加的娱乐成本。

本报告研究了基于广告的串流媒体市场，包括 FAST 和 AVOD 服务，并解释了为何基于广告的服务如此受欢迎、哪些服务最受欢迎以及有多少人购买基于广告的体验。的情绪

信息图形

主要的问题

• 1) 广告为基础的视讯串流市场的现况如何？
• 2) 是什么促使观众使用广告为基础的服务？
• 3) 观众如何看待广告为基础的服务的内容？
• 4) 观众在使用广告为基础的服务时遇到哪些痛点？
• 5) 什么可以改善观众以广告为基础的体验？

目录

影音服务生态系统

摘要整理

• 过去 30 天内 OTT 视讯服务的使用情况（按业务模式）：订阅 (SVOD)
• 过去 30 天内 OTT 视讯服务的使用情况（依业务模式）：基于免费广告（FAST/AVOD）
• 可以将 OTT 订阅迁移到无广告级别
• 针对基于广告的用户的广告为基础的 OTT 服务存在的问题
• OTT 服务的净推荐值：基本层和高阶层
• 订阅有广告的基本方案的原因：依服务
• 努力提高无广告串流媒体应用的价格
• 受广告相关性的影响，无广告串流媒体应用程式的价格将上涨
• 对 T 商务有兴趣
• 对 T 商务的兴趣：透过广告相关的影响

串流媒体市场概览

• 传统视讯服务与OTT视讯服务的普及率
• OTT 服务订阅数量
• 过去 30 天内 OTT 视讯服务的使用情况（依业务模式）
• 采用免费和订阅式基于广告的串流媒体
• SVOD 和基于广告的串流重迭
• 视讯服务使用者的人口统计细分
• OTT 视讯服务每月支出趋势
• 主要连网电视平台

广告为基础的串流趋势

• 使用主要的广告为基础的免费影片服务
• 对视讯服务的认知度
• 对视讯服务的认知度：依年龄层划分
• 为什么要使用广告为基础的免费 OTT 服务？
• 对视讯服务的认知度：依年龄层划分
• 广告为基础的 OTT 服务有问题
• 免费广告服务的查看频率
• 免费广告服务的查看频率
• 基于广告的服务的查看频率：对内容搜寻的态度
• 广告为基础的 OTT 订阅者所查看的线上内容类型

订阅广告层级

• 主要 SVOD 服务中受广告支援的基本等级或无广告高级等级的使用趋势
• 订阅有广告的基本方案的原因
• 订阅有广告的基本方案的原因：依服务
• 可以透过广告从高级层切换到基本层
• 从高级服务等级切换到基于广告的服务等级的可能性：按服务
• 主要 OTT 服务的净推荐值：趋势
• OTT 服务的净推荐值：基本层和高阶层
• 取消服务的原因
• 防止取消的奖励措施

SVOD 价格上涨对基于广告的服务的影响

• 努力提高无广告串流媒体应用的价格
• 因应价格上涨：依性别分类
• 应对物价上涨：以世代
• 提高无广告串流应用程式价格的努力：以家庭儿童数量划分
• 因应价格上涨的措施：以优质服务类型划分
• 对物价上涨的反应：透过消费者意识
• 提高无广告串流应用程式的价格：透过与广告相关的影响
• 可以将 OTT 订阅迁移到无广告级别
• 从 OTT 订阅转为无广告套餐的可能性：按年龄划分
• 主要的广告为基础的视讯服务可能会将 OTT 订阅提升至 14.99 美元的无广告套餐

互动广告与 T 商务

• T 商务活动
• 对 T 商务有兴趣
• 对电商的兴趣：依年龄层划分
• T 商务活动：依对 TT 商务的兴趣程度分类
• 对 T 商务的兴趣：透过广告相关的影响
• 首选与广告互动

附录

SYNOPSIS:

It is more expensive than ever to stream ad-free video, especially when the top services continue to raise their prices. Households subscribe to 5 streaming services on average, but as many face a steady loss of buying power, more are experimenting with ad-based services to help offset the growing expense of entertainment. This study documents the rise of ad-based streaming including both FAST and AVOD services. It analyzes why ad-based services are experiencing a surge in popularity, which services are the most popular, and household sentiment towards the ad-based experience.

INFOGRAPHICS

Key questions addressed:

• 1) What is the state of the ad-based video streaming market?
• 2) What drives viewers to ad-based services?
• 3) How do viewers perceive the content on ad-based services?
• 4) What are the pain points viewers experience on ad-based services?
• 5) What would improve the ad-based experience for viewers?

ANALYST INSIGHT:

"The current streaming landscape is extremely volatile and fiercely competitive. Providers of all sizes strive to innovate, reach more viewers, improve efficiency, deliver in-demand content, and above all, achieve profitability." - Sarah Lee, Research Analyst, Parks Associates.

Table of Contents

Video Services Ecosystem

Executive Summary

• Use of OTT Video Services in Past 30 Days, by Business Model: Subscription (SVOD)
• Use of OTT Video Services in Past 30 Days, by Business Model: Free Ad-Based (FAST/AVOD)
• Likelihood of Moving OTT Subscription to Ad-Free Tier
• Pain Points with Ad-Based OTT Services Among Ad-based Users
• Net Promoter Score of OTT Services: Basic Tier vs Premium Tier
• Reasons for Subscribing to Basic Tier with Ads by Services
• Action Towards Price Increase for Streaming App Without Ads
• Action Towards Price Increase for Streaming App Without Ads by Ad Relevance Influence
• Interest in T-Commerce
• Interest in T-Commerce by Ad Relevance Influence

Streaming Market Overview

• Penetration of Traditional vs. OTT Video Services
• Number of OTT Service Subscriptions
• Use of OTT Video Services in Past 30 Days, by Business Model
• Free and Subscription Ad-based Streaming Adoption
• Overlap of SVOD and Ad-Based Streaming
• Demographic Breakdown of Video Service Users
• Trends in Monthly Spending on OTT Video Services
• Primary Connected TV Platform

Ad-Based Streaming Trends

• Use of Leading Free Ad-based Video Services
• Attitudes Towards Video Services
• Attitudes Towards Video Services by Age Group
• Drivers for Using Free Ad-Based OTT Services
• Attitudes Towards Video Services by Age Group
• Pain Points with Ad-Based OTT Services
• Free Ad-Based Service Viewing Frequency
• Frequency of Watching Free Ad-Based Services
• Ad-Based Service Viewing Frequency by Attitudes Towards Content Seeking
• Genres of Online Content Viewed by Ad-Based OTT Subscribers

Subscription Advertising Tiers

• Trends in Use of Basic with Ads or Premium Ad Free Tier for Major SVOD Services
• Reasons for Subscribing to Basic Tier with Ads
• Reasons for Subscribing to Basic Tier with Ads by Services
• Likelihood of Switching from Premium Tier to Basic Tier with Ads
• Likelihood of Switching from Premium Tier Services to Ad-Based Service Tier by Services
• Net Promoter Score of Leading OTT Services: Trending
• Net Promoter Score of OTT Services: Basic Tier vs Premium Tier
• Reasons for Cancelling Service
• Incentives to Prevent Churn

Impact of SVOD Price Increases on Ad-based Services

• Action Towards Price Increase for Streaming App Without Ads
• Action Towards Price Increase by Gender
• Action Towards Price Increase by Generation
• Action Towards Price Increase for Streaming App Without Ads by Children at Home
• Action Towards Price Increase by Type of Premium Service Subscribed
• Action Towards Price Increase by Consumer Attitudes
• Action Towards Price Increase for Streaming App Without Ads by Ad Relevance Influence
• Likelihood of Moving OTT Subscription to Ad-Free Tier
• Likelihood of Moving OTT Subscription to Ad-Free Tier by Age
• Likelihood of Moving OTT Subscription to Ad-Free Tier at $14.99 by Leading Ad-based Video Services

Interactive Advertising and T-Commerce

• T-Commerce Activities
• Interest in T-Commerce
• Interest in T-Commerce by Age Group
• T-Commerce Activities by Interest in T-Commerce
• Interest in T-Commerce by Ad Relevance Influence
• Preferred Interactions with Ads

Appendix