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市场调查报告书

消费者对OTT影片的看法

Consumer Perception of OTT Video

出版商 Parks Associates 商品编码 941803
出版日期 内容资讯 英文 66 Slides
商品交期: 最快1-2个工作天内
价格
消费者对OTT影片的看法 Consumer Perception of OTT Video
出版日期: 2020年05月31日内容资讯: 英文 66 Slides
简介

本报告是分析利用OTT服务用户看法与利用状况,包含现在的使用情况与用户数跟普及率、按服务内容区分的详细情况、用户满意程度与用户体验、近年的用户数成长与成长因素、解约情况等有系统的提供资讯与情报。

分析师见解

「OTT服务有充分的机会将试用消费者转变为付费用户。但服务提供商需要在克服困难的业务条件的同时,成功整合这些消费者。需要通过瞭解各个用户的觀看方式并积极与他们联系来促进个人使用和续约。」

目录

消费者分析

  • 主要问题
  • 调查方法
  • 宽频家庭:户主的定义
  • 定义与略语一览
  • 关于Reading Parks Associates

执行摘要

  • 业界考察
  • 主要调查结果与对市场的影响

按商业模式区分的使用状况

  • Covid-19对使用状况的影响 (每季分析)
  • Covid-19对线上收看服务的影响与实际使用状况:按年龄区别 (每季分析)
  • 在宅服务的使用次数增加:按服务种类区别 (每季分析)
  • OTT服务的使用状况:按商业模式区别(2018~2020年)
  • OTT服务的全体付费用户(2014~2020年)
  • 旧有服务与OTT影片服务的普及率(2017~2020年)
  • 付费电视与OTT服务的使用者人数(2014~2020年)
  • OTT服务的使用者人数(2014~2020年)

按照服务、设备区别的实际使用情况

  • 主要OTT订阅服务(每季分析)
  • OTT服务使用者人数倾向(2016~2020年)
  • OTT服务使用者人数:主要3公司与其他(2017~2020年)
  • OTT服务前五名普及率:按年龄区别 (每季分析)
  • OTT服务前五名普及率:按男女区别 (每季分析)
  • OTT服务前五名普及率:按家庭收入区别 (每季分析)
  • OTT服务前五名:儿童在家中的使用情况 (每季分析)
  • OTT服务加入使用者的Apple品牌产品的拥有情况 (每季分析)
  • 主要的运动OTT影片使用人数 (每季分析)
  • vMVPD服务的全体使用状况(2017~2020年)
  • vMVPD服务的使用人数(2017~2020年)
  • 以广告为主的OTT影片服务使用状况(2017~2020年)
  • OTT服务使用交易记录?使用(2019~2020年)
  • 主要播放线上影片使用的设备:以服务种类区别 (每季分析)

OTT服务理解

  • OTT服务的满足度 (每季分析)
  • OTT服务的网路宣传成本(2019~2020年)
  • OTT服务的成长因素 (每季分析)
  • OTT服务的妨碍因素与不续约理由 (每季分析)
  • 使用服务的用户体验:以服务种类区别 (每季分析)
  • 以广告为主的OTT服务用户体验 (每季分析)
  • OTT服务使用交易记录用户体验 (每季分析)

OTT使用者与「用户历程」

  • OTT服务的使用方法(2019~2020年)
  • 促进OTT服务成长因素 (每季分析)
  • 个别OTT服务使用的促进因素 (每季分析)
  • 影响使用OTT服务的因素 (每季分析)
  • OTT服务体验人数(2017~2020年)
  • OTT服务体验者的实际成约率:以服务种类区别 (每季分析)
  • OTT服务体验者的想法 (每季分析)
  • 主要OTT服务的平均续约期间 (每季分析)
  • vMVPD服务的平均续约期间 (每季分析)
  • 以广告为主的OTT服务的成长促进因素 (每季分析)

OTT服务流失 (解约率)

  • 解约与续约者的比例(2019~2020年)
  • 主要OTT服务解约率:与续约者比例(2017~2020年)
  • OTT服务续约情况 (每季分析)
  • vMVPD服务:OTT服务的解约率与续约者比例(2019~2020年)
目录

SYNOPSIS:

OTT video services continually adapt their offerings and experiences to remain relevant in a fast-changing market. Consumer perception affects both willingness to adopt a service and willingness to remain a user. This primary research covers consumer perception of the top OTT video services, their libraries, and features.

ANALYST INSIGHT:

"There is ample opportunity for OTT services to convert engaged consumers to paid subscribers and users. However, services have to navigate an extremely challenging business environment to engage these consumers. They need to understand their unique viewing patterns and reach out to them proactively to understand drivers and triggers to retain them." - Steve Nason, Research Director, Parks Associates.

Table of Contents

Consumer Analytics

  • Key Questions Answered
  • Survey Methodology
  • Defining Heads of Broadband Households
  • Definitions and Abbreviations
  • Reading Parks Associates Charts

Executive Summary

  • Industry Insight
  • Key Findings and Market Impact

Adoption & Use by Business Model

  • Impact of COVID-19 on Service Usage (Q1/20)
  • Online Video Services Usage Due to COVID-19 by Age (Q1/20)
  • Increased Usage of Home Service by Video Service Type (Q1/20)
  • OTT Service Use by Business Model (2018 - 2020)
  • Overall OTT Service Subscriptions (2014 - 2020)
  • Penetration of Traditional vs. OTT Video Services (2017 - 2020)
  • Pay-TV and OTT Service Subscriptions (2014 - 2020)
  • Number of OTT Service Subscriptions (2014 - 2020)

Adoption & Use by Service and Device

  • Major OTT Subscription Services (Q1/20)
  • Trends in OTT Service Subscriptions (2016 - 2020)
  • OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT (2017 - 2020)
  • Top Five OTT Service Penetration by Age (Q1/20)
  • Top 5 OTT Service Penetration by Gender (Q1/20)
  • Top Five OTT Service Penetration by Household Income (Q1/20)
  • Children at Home Among Top 5 OTT Services (Q1/20)
  • Apple-Branded Product Ownership Among OTT Service Subscribers (Q1/20)
  • Top Sports OTT Video Subscriptions (Q1/20)
  • Overall vMVPD Service Adoption (2017 - 2020)
  • vMVPD Service Subscription (2017 - 2020)
  • Use of Ad-Based OTT Video Services (2017 - 2020)
  • Use of Transactional OTT Services (2019 - 2020)
  • Primary Device Used for Streaming Online Videos by Service Type (Q1/20)

Perceptions of OTT Services

  • Satisfaction With OTT Services (Q1/20)
  • Net Promoter Score of OTT Services (2019 - 2020)
  • Reasons for Recommending OTT Services (Q1/20)
  • Reasons for Not Recommending & Not Cancelling OTT Services (Q1/20)
  • User Experience of Service Subscription by Video Service Type (Q1/20)
  • User Experience of Ad-Based OTT Services (Q1/20)
  • User Experience of Transactional OTT Services (Q1/20)

OTT Subscriber and User Journey

  • Method of Subscribing to OTT Services (2019 - 2020)
  • Drivers for Subscribing to OTT Services (Q1/20)
  • Drivers for Subscribing to Individual OTT Service (Q1/20)
  • Factors Influencing OTT Service Subscription (Q1/20)
  • OTT Service Trials (2017 - 2020)
  • OTT Service Trial Conversions by Video Service Type (Q1/20)
  • Attitudes Towards OTT Service Trials (Q1/20)
  • Average Subscription Duration of Top OTT Services (Q1/20)
  • Average Subscription Duration of vMVPD Services (Q1/20)
  • Drivers for Using Ad-Based OTT Services (Q1/20)

OTT Service Churn

  • Subscribers Cancelling Service as % of Subscriber Base (2019 - 2020)
  • Major OTT Service Subscribers Cancelling as a % of Current Subscriber Base (2017 - 2020)
  • OTT Subscription Service Market Landscape (Q1/20)
  • vMVPD Services: Subscribers Cancelling OTT Service as a % of Current Subscriber Base (2019 - 2020)