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Market Research Report

360 Deep Dive: Alternative Content Consumption

Published by Parks Associates Product code 649235
Published Content info 46 Slides
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360 Deep Dive: Alternative Content Consumption
Published: May 31, 2018 Content info: 46 Slides
Description

Consumers fill significant hours of their day watching preferred video from a variety of sources and across many business models. Alternative video will impact viewership, ad revenues, marketing programs, brand perception, and awareness. This consumer research project helps players capitalize on these new, unique video sources in order to attract viewers and remain relevant.

For the purposes of this study, the term “Alternative Content” refers to the following types of video content:

  • Video from sites like YouTube, Vimeo, Dailymotion, etc. that offer videos made by consumers
  • Video from social networking sites like Twitter, Facebook, etc.
  • Video from apps like Snapchat, musical.ly, etc.

Livestreaming video available on apps/sites such as Facebook Live, Periscope/Twitter, Twitch, live.ly, etc.

ANALYST INSIGHT:

“Alternative video will impact viewership, ad revenues, marketing programs, brand perception and awareness. Those industry players that learn to capitalize on these new, unique video sources will be better able to attract viewers and remain relevant than rivals that cannot.” - Brett Sappington, Senior Research Director, Parks Associates.

Table of Contents

Table of Contents

Executive Summary

  • Industry Insight
  • Definition of Alternative Content
  • Key Findings and Market Impact

Overview of the In-Home Connected Entertainment Environment

  • Total Average Video Consumption by Platform (2010 - 2017)
  • Internet Video Consumption on a Computer (2010 - 2017)
  • Online/App Video Content Watched on a TV Set (Q3/17)
  • Internet-Connected In-Home Entertainment Device Ownership (2010 - 2018)
  • Consumption by Most Used Connected Entertainment Device (Q3/17)

Consumption of Alternative Content

  • Use of Alternative Content Distribution Options in the Last 30 Days (Q3/17)
  • Use of Particular Alternative Content Sources Among Viewers of Any Type of Alternative Content (Q3/17)
  • Sources Used to Find User-Generated Content (Q3/17)
  • Frequency of Watching User Generated Content (Q3/17)
  • Use of User-Generated Content by Demographics (Q3/17)
  • Use of User-Generated Content by Housing Factors (Q3/17)
  • Pay-TV Service Subscription by Frequency of Watching User-Generated Content (Q3/17)
  • OTT Service Subscription by Frequency of Watching User-Generated Content (Q3/17)
  • Video Consumption on TV Sets by Frequency of Watching User-Generated Content (Q3/17)
  • Home Service ARPU by Frequency of Watching User-Generated Content (Q3/17)
  • Average Household Expenditure on Home Video Entertainment by Frequency of Watching User Generated Content (Q3/17)
  • Livestreaming of TV Shows and Sporting Events (Q3/17)
  • Viewers of Esports or Video Game Live Streams (Q3/17)
  • Reasons for Use of Livestreaming Sites/Apps for Viewing TV Shows or Sporting Events (Q3/17)

Creation of Alternative Content

  • Livestreaming or Posting of Video in Last 30 Days (Q3/17)
  • Frequency of Posting or Livestreaming Self-Created Content (Q3/17)
  • Alternative Content Consumption/Creation Groups (Q3/17)
  • Age of Respondents in Alternative Content Consumption/Creation Groups (Q3/17)
  • Live TV Broadcast Consumption by Alternative Content Consumption/Creation Groups (Q3/17)
  • Home Service ARPU by Alternative Content Consumption/Creation Groups (Q3/17)
  • Average Household Expenditure on Home Video Entertainment by Alternative Content Consumption/Creation Groups (Q3/17)
  • Livestreaming or Self-Recording of Video Game Play (Q3/17)

Appendix

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