平台之战：评估联网电视生态系统

串流媒体现已成为视讯消费的主流，连网电视平台是新的娱乐力量。 Roku、Amazon、Samsung、Google、Vizio等公司在基于电视的串流媒体用户体验方面处于领先地位，透过其影片分发地位产生订阅和广告收入。

资讯图表

根据2024年第一季对 8,000个美国网路家庭的调查结果，本报告检视了品牌忠诚度、感知价值、易用性等，购买智慧电视或串流媒体播放器时需要考虑的功能和因素。

问题项目

• 1.连网电视市场的竞争格局如何？
• 2.消费者在购买新的连网电视设备时最重视哪些功能？
• 3.当消费者购买新的连网电视设备时，生态系统相容性有多重要？
• 4.品牌与生态系统认知如何影响消费者对连网电视设备的选择
• 5.消费者是否对物联网相容性以及与电视（包括智慧家庭设备）的整合感兴趣？

目录

摘要

• 智慧电视与串流媒体播放器的采用趋势
• 对连网电视生态系的认识
• 家庭中最常使用的连网电视（CTV）平台
• 主要连网电视平台对免费广告影片服务的使用情况
• 购买未来智慧电视时需要考虑的5个重要功能
• 智慧型串流媒体播放器品牌偏好：主要原因

智慧型电视和串流媒体播放器的采用和使用

• CE 产品采用趋势
• 主要串流视讯设备
• 平均影片总消费：依平台划分
• 家庭中最常使用的智慧电视品牌
• 家庭中最常使用的智慧电视作业系统
• 最常用的串流媒体播放器品牌
• 家庭最常用的串流媒体播放器品牌
• 主要连网电视平台
• 最常用的游戏连接电视设备

主要央视平台认知度

• 主要连网电视平台对视讯服务的认知度
• 主要连网电视平台的OTT 服务平均订阅量
• 主要连网电视平台在 OTT 服务上的平均每月支出
• 主要连网电视平台对 OTT 视讯服务模式的使用情况
• 主要连网电视平台对免费广告影片服务的使用情况
• 主要连网电视平台对社群/使用者生成内容平台的使用情况

品牌知名度

• 消费者品牌认知度
• 对连网电视生态系的认识
• 不同年龄层对视讯设备生态系统整合的看法
• 对连网电视生态系的认知度：依最常用的智慧电视作业系统划分
• 对连网电视生态系统的认知度：依最常用的串流播放器作业系统划分
• 了解电视技术与功能
• 了解智慧电视功能：按最常用的智慧电视作业系统

购买智慧电视和串流媒体播放器

• 过去 6个月购买的CE 产品
• 购买CE产品的意向
• 购买或收到的智慧电视顶级品牌
• 购买或收到的串流媒体播放器的顶级品牌
• 连网电视设备使用者的人口统计细分

购买因素：智慧电视与串流媒体播放器

• 未来购买智慧电视时需要考虑的5个重要功能
• 购买智慧电视时需要考虑的5个重要功能
• 用于控制智慧家庭设备的平台
• 控制智慧家庭设备最常使用的平台
• 智慧电视品牌受到青睐的主要原因
• 智慧电视品牌受到青睐的主要原因：智慧电视作业系统的采用
• 智慧型串流媒体播放器品牌受到青睐的主要原因
• 智慧型串流媒体播放器品牌受到青睐的主要原因：按串流媒体播放器品牌
• 影响智慧电视购买决策的主要功能和趋势
• 影响智慧电视购买决策的智慧电视作业系统采用的重要特征

满意度

• CE 产品：净推荐值
• CE 产品的净推荐值：依主要品牌分类
• 对主要互联设备功能的满意度
• 主要互联设备的功能满意度

附录

SYNOPSIS:

Streaming is now the dominant mode of video consumption, making connected TV platforms the new power players in entertainment. Roku, Amazon, Samsung, Google, Vizio, LG, and others control the user experience of TV-based streaming and generate subscription and advertising revenues from their positions in video distribution.

INFOGRAPHICS

This study examines the various connected TV (CTV) platforms on the market today. It identifies sentiments such as brand loyalty, perception of value, ease of use, and willingness to recommend to others. It also examines the operating system and device ecosystem as purchase factors for smart TVs and streaming media players.

Drawing from Parks Associates' Q1 2024 survey of 8, 000 U.S. internet households, the data used in this study is demographically representative of US internet households, with quotas for age, income, gender, and educational attainment.

questions addressed:

• 1. What does the competitive landscape look like for the connected TV market?
• 2. What are the most important features that consumers look for when shopping for a new connected TV device?
• 3. How important is ecosystem compatibility to consumers when purchasing a new connected TV device?
• 4. How do brand and ecosystem perceptions factor into consumer choice of connected TV devices?
• 5. Is there consumer interest in IoT compatibility and integration to the TV, such as with smart home devices?

ANALYST INSIGHT:

"Ecosystems are sticky because they are encompassed by many devices, services, and a single source of control. Deep integration within an ecosystem fosters brand loyalty and more product purchases." - Sarah Lee , Research Analyst, Parks Associates.

Table of Contents

ecutive Summary

• Smart TV and Streaming Media Player Adoption Trends
• Attitude Towards Connected TV Ecosystems
• Most-Used Connected TV (CTV) Platform in Home
• Free Ad-Based Video Services Usage by Primary Connected TV Platform
• Top 5 Important Features Considered for Future Smart TV Purchases
• Top Reasons for Smart Steaming Media Player Brand Preference

Smart TV and Streaming Media Player Adoption and Use

• Trends in Adoption of Consumer Electronics Products
• Primary Streaming Video Device
• Total Average Video Consumption by Platforms
• Brand of Most-Used Smart TV in the Home
• OS of the Most-Used Smart TV in the Home
• Brand of Most Used Streaming Media Player
• Brand of the Most Used Streaming Media Player in the Home
• Primary Connected TV Platform
• Most Frequently Used TV-Connected Device for Gaming

Perceptions of Primary CTV Platforms

• Attitudes Towards Video Services by Primary Connected TV Platform
• Average Number of OTT Service Subscribed by Primary Connected TV Platform
• Average Monthly Spending on OTT Services by Primary Connected TV Platform
• OTT Video Service Model Usage by Primary Connected TV Platform
• Free Ad-Based Video Services Usage by Primary Connected TV Platform
• Social/User Generated Content Platform Usage by Primary Connected TV Platform

Brand Perceptions

• Consumer Brand Perceptions
• Attitude Towards Connected TV Ecosystems
• Agree with Ecosystem Integration for Video Devices by Age
• Attitudes Toward Connected TV Ecosystems by Most Used Smart TV OS
• Attitudes Toward Connected TV Ecosystems by Most Used Streaming Media Player OS
• Familiarity of TV Technologies and Features
• Familiarity with Smart TV Features by Most Used Smart TV OS

Smart TV and Streaming Media Player Purchases

• Consumer Electronics Products Purchased in the Last 6 Months
• Consumer Electronics Devices Purchase Intention
• Top Brands of Smart TV Purchased or Received
• Top Brands of Streaming Media Player Purchased or Received
• Demographic Breakdown of Connected TV Device Users

Purchase Drivers: Smart TVs and Streaming Media Players

• Top 5 Important Features Considered for Future Smart TV Purchases
• Top 5 Important Features Considered for Smart TV Purchases
• Platforms Used to Control Smart Home Device
• Most Used Platform Used to Control Smart Home Devices
• Top Reasons for Smart TV Brand Preference
• Top Reasons for Smart TV Brand Preference by Smart TV OS Adoption
• Top Reasons for Smart Steaming Media Player Brand Preference
• Top Reasons for Smart Steaming Media Player Brand Preference by Streaming Media Player Brand
• Important Features Impacting Smart TV Purchase Decision, Trending
• Important Features Impacting Smart TV Purchase Decision by Smart TV OS Adoption

Satisfaction

• Consumer Electronics Devices: Net Promoter Score
• Net Promoter Score for Consumer Electronics Devices by Major Brands
• Satisfaction Level of Features on Primary Connected Devices
• Satisfaction Level of Features by Primary Connected Devices

Appendix