The Rise of Ad-Based OTT

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.

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