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市场调查报告书

OTT串流媒体中的订阅和流失

Subscription and Churn in OTT Video

出版商 Parks Associates 商品编码 955570
出版日期 内容资讯 英文 61 Slides
商品交期: 最快1-2个工作天内
价格
OTT串流媒体中的订阅和流失 Subscription and Churn in OTT Video
出版日期: 2020年12月31日内容资讯: 英文 61 Slides
简介

本报告调查了OTT串流媒体的订阅和流失趋势,具体取决于OTT串流媒体的采用和终止以及该服务用于保留客户的策略,个人或业务模型。我们分析了OTT服务的采用和流失趋势,以及COVID-19危机对服务流失和客户保留的影响。

目录

执行摘要

  • 行业考虑
  • 总体OTT服务订阅
  • 关于OTT服务的态度
  • 由于缺少新内容而可能取消线上串流服务

市场概述

  • 总体OTT服务订阅
  • OTT服务订阅数
  • OTT服务订购:3家主要公司的OTT和其他OTT
  • Netflix,Amazon,Hulu:OTT服务订阅
  • 主要OTT视频服务订阅
  • OTT串流服务的高级订阅渗透率
  • 体育订阅主要OTT串流服务
  • OTT服务适用性订阅
  • 核心vMVPD服务订阅
  • vMVPD服务订阅
  • OTT订阅:按年龄段

订阅期限

  • OTT服务订购期
  • OTT服务的高级订阅期
  • OTT服务体育订阅期
  • vMVPD服务订阅期
  • 影响OTT服务订阅的因素
  • 促进订阅OTT服务的因素
  • 促进订阅OTT服务的因素:主要OTT服务
  • 如何订阅OTT服务
  • 料斗:OTT用户群
  • 关于OTT服务的态度
  • OTT服务订阅期:非漏斗和漏斗
  • 订阅的OTT服务的数量:非漏斗和漏斗
  • 取消OTT服务的数量:非料斗与料斗
  • 关于OTT服务的态度:非料斗与料斗
  • 料斗:通过OTT服务

OTT用户流失

  • 取消OTT服务的用户:当前用户基本比率
  • 订户取消服务:订户基本比率
  • 订户取消服务:当前订户基准比率
  • OTT流失触发
  • OTT流失触发:非跳跃者与跳跃者
  • OTT服务保留选项

COVID-19的影响

  • COVID-19对就业状况的影响
  • COVID-19危机期间的消费者担忧
  • 新的OTT订户
  • 受COVID-19雇佣状况影响的新OTT用户
  • 想要在家中保持娱乐的新OTT用户
  • 料斗:新的OTT服务订户
  • 由于缺少新内容而可能取消在线视频服务
  • 由于缺少内容而取消OTT服务的可能性:新的OTT服务订户
  • 觀看新电影的首选信息来源
  • 非跳跃者与跳跃者:由于缺少内容和订阅了新的OTT服务而可能取消OTT服务
目录

SYNOPSIS:

OTT video services are designed to allow no hassle signup and easy cancellation process, but this level of freedom has led to high churn for many services. This primary research examines uptake and cancellation of OTT video services and the tactics services use to retain customers. It examines trends in adoption and churn for OTT services, both individually and by business model, and the effect of the COVID-19 crisis on churn and retention.

ANALYST INSIGHT:

"The downturn in churn is good news for an industry that continues to be plagued by this issue. However, at some point, potentially in the near future, consumers will begin to streamline their OTT service stack , especially with the devastating economic effects of COVID-19 lingering. When that happens, only the services that deliver a differentiated content offering and exemplary user experience will remain as a component of a consumer's video portfolio." - Steve Nason, Research Director, Parks Associates.

Table of Contents

Executive Summary

  • Industry Insight
  • Overall OTT Service Subscriptions
  • Attitudes Regarding OTT Services
  • Likelihood of cancelling Online Video Services Due to Lack of New Content

Market Overview

  • Overall OTT Service Subscriptions
  • Number of OTT Service Subscriptions
  • OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT
  • Netflix, Amazon, and Hulu: OTT Service Subscriptions
  • Major Subscription OTT Video Services
  • Penetration of Premium Subscription OTT Video Services
  • Top Sports Subscription OTT Video Services
  • Subscription of Fitness OTT Services
  • Core vMVPD Service Subscription
  • vMVPD Service Subscription
  • OTT Subscription by Age Groups

Length of Subscription

  • Subscription Length of OTT Services
  • Subscription Length of Premium OTT Services
  • Subscription Length of Sports OTT Services
  • Subscription Length of vMVPD Services
  • Factors Influencing OTT Service Subscription
  • Drivers for Subscribing to OTT Services
  • Drivers for Subscribing to OTT Services By Major OTT Services
  • Method of Subscribing to OTT Service (2019 - 2020)
  • Hoppers - A Segment of OTT Subscribers
  • Attitudes Regarding OTT Services
  • OTT Service Subscription Length: Non-Hoppers vs Hoppers
  • Number of OTT Services Subscribed: Non-Hoppers vs Hoppers
  • Number of OTT Services Cancelled: Non-Hoppers vs Hoppers
  • Attitudes Regarding OTT Services: Non-Hoppers vs Hoppers
  • Hoppers by OTT Services

OTT Subscriber Churn

  • Subscribers Cancelling OTT Service as a % of Current Subscriber Base
  • Subscribers Cancelling Service as % of Subscriber Base
  • Subscribers Cancelling Service as a % of Current Subscriber Base
  • OTT Churn Triggers
  • OTT Churn Triggers: Non-Hoppers vs Hoppers
  • OTT Service Retention Options

COVID-19 Impact

  • COVID-19 Impact on Employment Status
  • Consumer Concerns During COVID-19 Crisis
  • New OTT Subscribers
  • New OTT Subscribers by COVID-19 Impact on Employment Status
  • New OTT Subscribers by Concern to Keep Household Entertained
  • Hoppers by New OTT Service Subscribers
  • Likelihood of Cancelling Online Video Services Due to Lack of New Content
  • Likelihood of Cancelling OTT Service Due to Lack of Content by New OTT Service Subscribers
  • Most Preferred Source to Watch New Movies
  • Non-Hoppers vs Hoppers: Likelihood of Cancelling OTT Service Due to Lack of Content and New OTT Service Subscription