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Market Research Report

The Rise of Ad-Based OTT

Published by Parks Associates Product code 1019335
Published Content info 64 Slides
Delivery time: 1-2 business days
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The Rise of Ad-Based OTT
Published: July 20, 2021 Content info: 64 Slides
Description

SYNOPSIS:

While overall use of ad-based OTT video continues to rise to unprecedented levels, no individual service has become a clear leader. The lack of a top service leaves open a tremendous opportunity for a service to assume a leading position with a unique service offering. This report examines overall usage of ad-supported OTT video, uptake across individual services, and which components of the user experience drive consumption.

ANALYST INSIGHT:

"Video service growth has skyrocketed within the last year, with COVID-19 amplifying the appeal of the home viewing experience. Households increasingly subscribe to multiple paid subscription services resulting in higher monthly streaming costs that emulate the channel bundling of traditional pay-TV. Viewers seek to expand their content options, and free, ad-supported OTT video services offer a cost-saving alternative." - Liam Gaughan, Researcher, Parks Associates.

Table of Contents

Table of Contents

Survey Methodology and Definitions

  • Parks Associates 2021 Respondent Quotas: Age, 2020 HH Income, Education Completed, Gender
  • Entertainment Video Service Ecosystem

Executive Summary

  • Industry Insight
  • Ad-Based OTT Video Service Usage
  • Use of Ad-Based OTT Video Services
  • Ad-Based Service Viewing Frequency
  • Type of Content Preferred
  • Ad-based OTT Viewer Characteristics
  • Attitudes Towards Advertising Among Ad-Based Users
  • Ad-based Subscription Potential

Ad-based OTT Landscape

  • OTT Service Use by Business Model
  • Ad-Based OTT Video Service Users
  • Use of Ad-Based OTT Video Services
  • Demographic Breakdown of Video Service Users
  • Device Ownership by Ad-Based OTT Service Usage
  • Ad-Based OTT Video Usage Among Viewers of Other Online Video Service Types

Frequency of Ad-based OTT Usage

  • Ad-Based Service Viewing Frequency
  • Frequency of Watching Individual Ad-Based Service
  • Ad-Based Service Usage Groups by Services, Contd.
  • Ad-Based Service Usage Groups by Age of Users
  • Ad-Based Service Usage Groups by Household Income
  • Ad-Based Service Usage Groups by Children at Home

Ad-based OTT Usage Segmentation

  • Drivers of Ad based OTT Service Usage
  • The most significant driver for ad-based services
  • Ad-Based OTT Video Service Segments
  • Demographic Breakdown of Ad-Based OTT Video Service Segments
  • Drivers of OTT Service Usage By Ad-Based Service Usage Groups

OTT Content Priorities and Preferences

  • First Destination for Accessing Content
  • First Destination for Accessing Content, by Ad-Based Service Use
  • First Destination for Accessing Content, by Age
  • Ad-based Service Content Preferences
  • Ad-based Service Content Preferences By Age
  • Ad-based Service Content Preferences By Household Income
  • Ad-based Service Content Preferences By Children at Home

Perceptions of Ad-based OTT

  • Ad-based Users' Attitudes towards Advertising
  • Attitudes Towards Advertising by Ad-based Service Use
  • Attitudes Towards Advertising by Age
  • Attitudes Towards Advertising by Household Income
  • Attitudes Towards Advertising by Children at Home
  • AVOD Users' Attitudes towards Advertising Integration
  • Attitudes Towards Advertising Integration by Ad-based Service Use
  • Attitudes Towards Advertising Integration by Age
  • Attitudes Towards Advertising Integration by Household Income
  • Attitudes Towards Advertising Integration by Children at Home

Ad-based Subscription Potential

  • Ad-based Subscription Potential
  • Ad-based Subscription Potential by Ad-based Service Use
  • Ad-based Subscription Potential by Age Groups
  • Ad-based Subscription Potential by Household Income
  • Ad-based Subscription Potential by Children At Home
  • Subscription Potential By Number of OTT Services Used

Appendix

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