市场调查报告书

OTT视讯服务:购买和感知定价

OTT Video Services: Purchasing and Perceived Value

出版商 Parks Associates 商品编码 799078
出版日期 内容资讯 英文 59 Slides
商品交期: 最快1-2个工作天内
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OTT视讯服务:购买和感知定价 OTT Video Services: Purchasing and Perceived Value
出版日期: 2019年03月14日内容资讯: 英文 59 Slides
简介

本报告提供SVOD、AVOD、TVOD的OTT视讯服务调查分析,平均支出额,每一家庭的服务数,引进促进因素,OTT服务的客户流失,消费者间的目前认识、引进、使用概况 相关的系统性资讯。

消费者分析:点阅和娱乐轨道

摘要整理

OTT服务的引进

  • 整体OTT服务的加入
  • OTT类别服务的加入
  • OTT服务的加入数
  • OTT服务的加入:3大OTT vs. 其他OTT
  • OTT服务加入
  • 主要运动的OTT视讯加入
  • OTT服务加入包装
  • 免费/广告为基础的OTT视讯服务的利用
  • 交易OTT服务的利用
  • 加入OTT服务的利用 vs. 免费/广告为基础的OTT服务的利用
  • 自聚合商家庭数

视讯内容的感知定价

  • 最愉快的休闲活动
  • 享受的频道/编程的类型

增量定价的服务功能的预测

  • 对OTT服务功能的消费者预测
  • 增量定价的OTT功能的预测:解析度
  • 增量定价的OTT功能的预测:串流数
  • 增量定价的OTT功能的预测:广告
  • 增量定价的OTT功能的预测:平台
  • 增量定价的OTT功能的预测:程式库的更新
  • 增量定价的OTT功能的预测:内容
  • 增量定价的OTT功能的预测:用户体验
  • 增量定价的OTT功能的预测:服务强化

对视讯娱乐的每月的支出

  • 对视讯娱乐的平均家计支出
  • 对收费电视以外的视讯娱乐的每月的平均支出
  • 对网际网路视讯的每月的平均家计支出
  • 对OTT视讯加入的每月的平均支出:各类服务

与服务试用转换

  • OTT试用和转换 (过去6个月)
  • 试用数 (过去6个月)
  • 从免费试用转换到加入OTT
  • 成功率:试用的各类型
  • 服务加入数:试用的各类型

服务供应商的认识

  • 加入的理由:vMVPD vs. 其他OTT服务
  • 加入的理由:OTT各类服务
  • 3大加入服务:特定的vMVPD用户
  • NPS (净推荐值):视讯服务
  • NPS (净推荐值):vMVPD
  • NPS (净推荐值):收费电视服务业者

附录

目录

As the OTT video service market matures, services of all types are searching for ways to stabilize their customer base and revenues. This study examines current perceptions, adoption, and use among consumers for SVOD, AVOD, and TVOD OTT video services, including average amount spent, number of services taken per household, drivers of adoption, and OTT service churn.

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Table of Contents

Consumer Analytics: Access and Entertainment Track

Executive Summary

  • Industry Insight
  • Key Findings & Market Impact

OTT Service Adoption

  • Overall OTT Service Subscriptions (2016 - 2018)
  • OTT Category Service Subscription (2017 - 2018)
  • Number of OTT Service Subscriptions (2014 - 2018)
  • OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT (2017 - 2018)
  • OTT Service Subscriptions (2012 - 2018)
  • Top Sports OTT Video Subscriptions (Q3/2018)
  • OTT Service Subscription Package (2016 - 2018)
  • Use of Free / Ad-based OTT Video Services (2017 - 2018)
  • Use of Transactional OTT Services (2017 - 2018)
  • Subscription OTT Service Use vs. Free / Ad-based OTT Service Use (2017-2018)
  • Self-Aggregator Households (Q3/18)

Perceived Value of Video Content

  • Most Enjoyed Leisure Activities (Q3/18)
  • Types of Enjoyable Channels/Programming (Q3/18)

Service Feature Expectations at Incremental Pricing

  • Testing Consumer Expectations of OTT Service Features
  • OTT Expected Feature at Incremental Pricing: Resolution (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Number of Streams (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Advertising (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Platforms (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Library Updates (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Content (Q3/18)
  • OTT Expected Feature at Incremental Pricing: User Experience (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Service Enhancements (Q3/18)

Monthly Expenditure on Video Entertainment

  • Average Household Expenditure on Video Entertainment by Video Sources (2012 - 2018)
  • Average Monthly Expenditure on Non-Pay-TV Video Entertainment (Q3/18)
  • Average Household Monthly Expenditure on Internet Video (2012 - 2018)
  • Average Monthly Expenditure on Subscription OTT Video by Service (Q3/18)

Service Trials and Conversions

  • OTT Trials and Conversion - Past Six Months (Q3/18)
  • Number of Trials - Past Six Months (Q3/18)
  • OTT Subscription Conversions from Free Trial (Q3/18)
  • Success Rate by Trialer Type (Q3/18)
  • Number of Service Subscription by Trialer Type (Q3/18)

Service Provider Perceptions

  • Reasons for Subscribing: vMVPDs vs. Other OTT Services (Q3/18)
  • Reasons for Subscribing by OTT Service (Q3/18)
  • Top 3 OTT Services Subscribed to by Specific vMVPDs Subscribers (Q3/18)
  • Net Promoter Score: Video Services (Q3/18)
  • Net Promoter Score: vMVPD (Q3/18)
  • Net Promoter Score: Pay-TV Service Operators (2017 vs. 2018)

Appendix

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