OTT：識別、使用、商業模式

無論商業模式如何，OTT 視頻服務都在不斷調整其提供的服務和體驗，以適應瞬息萬變的市場。消費者的認知會影響潛在的吸收和參與/保留。 2022年，流媒體市場日趨成熟，但從未安定。我們預計會有更多小型服務收購和捆綁服務吸引更多觀眾，並繼續嘗試混合商業模式以獲取市場份額並擴大我們的用戶和收入基礎。

本報告側重於消費者，並量化了消費者在各種商業模式、庫和功能中對 OTT 視頻服務的使用和認知度。

主要問題

• 美國的基本服務是否飽和？
• 訂閱者使用服務最看重的是價格還是內容？
• 流失率在下降嗎？
• 免費試用是否鼓勵註冊？
• 共同觀看體驗能否提高參與度和訂閱量？

目錄

調查方法及調查定義

付費電視的定義和分類

• 付費電視服務的定義
• 付費電視採用類別（Q1/22）
• 娛樂服務生態系統
• 重要術語和定義

執行摘要

• 美國付費電視市場的變化
• 採用整體 vMVPD 服務
• 傳統視頻業務和OTT視頻業務的滲透
• 按商業模式使用 OTT 服務
• OTT 服務訂閱數量：8 年趨勢
• 如何訂閱 OTT 服務
• OTT 用戶流失
• 排名前 2 位的 OTT 流失觸發器

視頻服務的採用：OTT 和付費電視

• 普及傳統OTT視頻服務和訂閱OTT視頻服務
• 付費電視和 OTT 服務訂閱趨勢
• 付費電視 * 和 OTT 服務訂閱組合
• 按服務類型劃分的付費電視採用率
• 有意改變付費電視服務

OTT 商業模式：SVOD、廣告支持、TVOD、vMVPD

• 按商業模式使用 OTT 服務
• OTT 服務訂閱數
• 採用整體 vMVPD 服務
• 採用 vMVPD 服務
• 使用基於廣告的 OTT 視頻服務
• 使用交易型 OTT 服務
• 觀看新電影的首選方式

SVOD 市場領導者：招聘和用戶群

• 採用主要的 OTT 訂閱服務
• OTT 服務訂閱：Big3 OTT 和 NonBig3 OTT
• 個人OTT服務獨家訂戶
• 母公司使用 OTT 視頻服務
• 其他 OTT 服務訂閱
• 體育OTT服務滲透
• 高級網絡 OTT 訂閱
• 健身OTT服務滲透
• 按年齡劃分的主要 OTT 服務滲透率
• 按性別劃分的主要 OTT 服務滲透率
• 按收入劃分的主要 OTT 服務滲透率
• 其他

OTT 訂閱者和用戶旅程

• 按服務類型劃分的訂閱方式（2021 年第三季度）
• 如何訂閱 OTT 服務
• 如何訂閱排名前 10 的 OTT 服務
• 觸發訂閱 OTT 服務
• 觸發訂閱 Select OTT 服務
• 其他

OTT 服務識別

• OTT 服務網絡推廣者得分
• 傳統付費電視服務提供商 NPS
• vMVPD 服務 NPS
• 推薦OTT服務的理由*
• 不推薦服務但繼續訂閱的原因 *
• 在線視頻服務訂閱用戶體驗
• 交易OTT服務用戶體驗
• 其他

OTT 流失

• OTT 用戶流失
• OTT 流失觸發器
• OTT 服務保留選項
• 其他

社交觀看

• 社交觀看方式
• 可以使用共享查看功能
• 在訂閱者和受眾群體之間使用專用的共同觀看應用

SYNOPSIS:

OTT video services across business models continually adapt their offerings and experience to remain relevant in a fast-changing market. Consumer perception affects both potential uptake and engagement/retention. This consumer-focused report quantifies consumer usage and perception of OTT video services across various business models, their libraries, and features.

Key questions addressed:

• Have the foundational services reached saturation in the United States?

• Do consumers consider price or content the most important factor when subscribing to a service?

• Is churn leveling off?

• Do free trials drive subscriptions?

• Can co-viewing experiences drive engagement and subscriptions?

ANALYST INSIGHT:

"In 2022, the streaming market is maturing, though by no means settled. Expect more acquisitions and bundles of smaller services to reach a larger audience and continued experimentation with hybrid business models to capture market share and expand their user and revenue bases." - Eric Sorensen, Sr. Contributing Analyst, Parks Associates.

Table of Contents

Survey Methodology and Definitions

Pay TV Definitions and Categorization

• Defining Pay-TV Service
• Categories of Pay-TV Adoption (Q1/22)
• Entertainment Service Ecosystem
• Key Terms and Definitions

Executive Summary

• Changes in US Pay-TV Market
• Overall vMVPD Service Adoption
• Penetration of Traditional vs. OTT Video Services
• OTT Service Use by Business Model
• Number of OTT Service Subscriptions - 8 Year Trend
• Method of Subscribing to OTT Service
• OTT Subscriber Churn
• Top 2 OTT Churn Triggers

Video Service Adoption: OTT vs Pay-TV

• Penetration of Traditional vs. Subscription OTT Video Services
• Pay-TV & OTT Service Subscription Trend
• Pay-TV* and OTT Service Subscription Mix
• Pay-TV Adoption by Service Type
• Intention to Make Changes to Pay-TV Service

OTT Business Models: SVOD, Ad-Supported, TVOD, vMVPDs

• OTT Service Use by Business Model
• Number of OTT Service Subscriptions
• Overall vMVPD Service Adoption
• vMVPD Service Adoption
• Use of Ad-Based OTT Video Services
• Use of Transactional OTT Services
• Preferred Method of Watching New Movies

SVOD Market Leaders: Adoption & User Base

• Major OTT Subscription Service Adoption
• OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT
• Exclusive Subscribers of Individual OTT Service
• OTT Video Service Use by Parent Companies
• Other OTT Service Subscriptions
• Other OTT Service Subscriptions, Cont.
• Sports OTT Service Penetration
• Premium Network OTT Subscriptions
• Fitness OTT Service Penetration
• Major OTT Service Penetration by Age
• Major OTT Service Penetration by Gender
• Major OTT Service Penetration by Children at Home
• Major OTT Service Penetration by Income

OTT Subscriber and User Journey

• Method of Subscribing by Service Type Q3 2021
• Method of Subscribing to OTT Services
• Method of Subscribing to Top 10 OTT Services
• Triggers for Subscribing to OTT Services
• Triggers for Subscribing to Select OTT Service
• OTT Service Trials
• OTT Trials and Conversion in the Past Six Months Among All US BB HHs
• Subscription Rate by Number of Trials
• Attitudes Towards OTT Service Trials
• % Highly Agree: I'm More Likely to Subscribe with Longer Trial
• Average Subscription Duration of Major OTT Services
• Average Subscription Duration of Premium Network OTT Services
• Average Subscription Duration of Other OTT Services
• Average Subscription Duration of Sports OTT Services
• Average Subscription Duration of Fitness OTT Services
• Drivers for Using Ad-Based OTT Services

Perceptions of OTT Services

• Net Promoter Score of OTT Services
• Traditional Pay-TV Service Provider NPS
• vMVPD Service NPS
• Reasons for Recommending OTT Services*
• Reasons for Recommending Select OTT Services*
• Reasons for Not Recommending a Service, but Continuing to Subscribe*
• Reasons for Not Recommending a Service, but Continuing to Subscribe, by Service
• User Experience of Online Video Service Subscriptions
• User Experience of Transactional OTT Services

OTT Churn

• OTT Subscriber Churn
• Subscribers Cancelling Service as a % of Current Subscriber Base
• OTT Churn Triggers
• OTT Service Retention Options

Social Viewing

• Methods of Social Viewing
• Likelihood of Using Co-viewing Feature
• Use of Dedicated Co-Viewing App among Subscriber and Demographic Segments