 |
市場調查報告書
商品編碼
1332730
視訊服務：不斷變化的需求Video Services: Shifting Demand |
||||||
價格
簡介目錄
本報告調查了傳統付費電視、串流電視和OTT 服務的市場，並提供了市場定義和概述、按服務類型和商業模式劃分的使用狀況、每種服務的訂閱趨勢以及訂閱者數量。我們總結了趨勢、註銷用戶數趨勢、新服務功能及持續激勵分析等。
目錄
調查方法/定義
付費電視的定義與分類
視訊服務生態系
重要術語和定義
執行摘要
- 付費電視和 OTT 服務訂閱趨勢
- 付費電視實施狀況：依服務類型分類
- OTT 服務合約數量
- 視訊服務支出：傳統付費電視與 SVOD 服務
- OTT 服務使用狀況：依業務模式劃分
- OTT 用戶流失
- OTT 流失觸發器
- OTT 服務的保留選項
大局：付費電視和串流媒體
- 傳統視訊服務和OTT視訊服務的普及
- 付費電視和 OTT 服務訂閱趨勢
- 付費電視和 OTT 服務的訂閱組合
- 視訊服務支出：傳統付費電視與 SVOD 服務
付費電視：從傳統電視到串流電視
- 付費電視實施狀況：依服務類型分類
- 細分市場：付費電視訂戶、有線電視用戶、有線電視用戶
- 最後訂閱付費電視服務
- 傳統付費電視服務供應商的市佔率與去年相比
- 整體 vMVPD 服務實施
- 串流電視服務採用率：與去年同期相比比較
- 付費電視訂戶透過機上盒存取串流服務
- 有意改變付費廣播服務
- 為何從傳統電視服務切換到串流電視服務？
- 為何從串流媒體轉向傳統付費電視服務？
- 選擇新家庭網路供應商時的關鍵因素
付費電視：新功能的價值
- 您的電視服務供應商提供與接收的功能
- 付費電視服務功能和平台可近性的重要性
- 新興付費電視服務的吸引力：家庭控制與互動功能
串流影片：商業模式與訂閱通行證
- 過去 30 天內 OTT 服務的使用狀態：依業務模式劃分
- 使用 OTT 商業模式：按付費電視集團
- 過去 30 天內曾使用廣告為基礎的 OTT 服務
- 過去 30 天內使用 OTT 交易服務的情況
- OTT 服務訂閱數量
- OTT 服務的平均訂閱數量
- OTT 服務的平均訂閱數量：以付費電視群組劃分
- 訂閱方式（2022 年第 3 季）：依服務類型
- 如何訂閱 OTT 服務
- 訂閱方式：依服務類型
- 十大 OTT 服務訂閱方式
SVOD 市場領導者：採用率與用□□戶群
- OTT 服務訂閱：3 家主要 OTT 公司與其他 OTT 公司
- OTT 視訊服務的使用：依母公司劃分
- 主要 OTT 訂閱服務介紹
- 高級網路 OTT 訂閱
- 訂閱其他串流服務
- 整個體育 OTT 服務訂閱
- 體育 OTT 服務人群
- 健身 OTT 服務人群
- 主要 OTT 訂閱：按年齡組細分
- 主要 OTT 訂閱：性別細分
- 主要 OTT 訂閱：依家庭兒童細分
- 主要 OTT 訂閱：依家庭收入細分
OTT訂閱期
- 主要和優質 OTT 服務的平均訂閱時長
- 其他 OTT 服務的平均訂閱時長
- 體育 OTT 服務的平均訂閱週期
- 健身 OTT 服務的平均訂閱時長
NPS 基準測試：依部門/服務
- NPS（淨推薦值）：按行業劃分的趨勢
- 傳統付費電視服務供應商的 NPS
- vMVPD 服務的 NPS
- OTT 服務的 NPS
- 對付費電視服務的看法：傳統付費電視與串流付費電視
- 對目前付費電視服務的高度滿意度：傳統付費電視與串流媒體付費電視
- 付費電視內容偏好：傳統付費電視與串流付費電視
OTT 取消
- OTT 用戶取消
- vMVPD 服務：OTT 服務取消訂閱者佔目前訂閱者基數的百分比
- 取消訂閱者佔目前訂閱者基數的百分比
- OTT 和串流電視訂閱行為
- 串流電視訂閱者的 OTT 和串流電視訂閱行為
- 與通訊服務捆綁在一起的串流服務的價值
- OTT 取消觸發
- OTT 取消觸發器：vMVPD 和所有 OTT 服務
- OTT 服務維護激勵
- OTT 服務保留誘因：vMVPD 與所有 OTT 服務的比較
附錄
簡介目錄
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
