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Market Research Report

OTT Video Services: Purchasing and Perceived Value

Published by Parks Associates Product code 799078
Published Content info 59 Slides
Delivery time: 1-2 business days
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OTT Video Services: Purchasing and Perceived Value
Published: March 14, 2019 Content info: 59 Slides
Description

As the OTT video service market matures, services of all types are searching for ways to stabilize their customer base and revenues. This study examines current perceptions, adoption, and use among consumers for SVOD, AVOD, and TVOD OTT video services, including average amount spent, number of services taken per household, drivers of adoption, and OTT service churn.

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Table of Contents

Table of Contents

Consumer Analytics: Access and Entertainment Track

Executive Summary

  • Industry Insight
  • Key Findings & Market Impact

OTT Service Adoption

  • Overall OTT Service Subscriptions (2016 - 2018)
  • OTT Category Service Subscription (2017 - 2018)
  • Number of OTT Service Subscriptions (2014 - 2018)
  • OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT (2017 - 2018)
  • OTT Service Subscriptions (2012 - 2018)
  • Top Sports OTT Video Subscriptions (Q3/2018)
  • OTT Service Subscription Package (2016 - 2018)
  • Use of Free / Ad-based OTT Video Services (2017 - 2018)
  • Use of Transactional OTT Services (2017 - 2018)
  • Subscription OTT Service Use vs. Free / Ad-based OTT Service Use (2017-2018)
  • Self-Aggregator Households (Q3/18)

Perceived Value of Video Content

  • Most Enjoyed Leisure Activities (Q3/18)
  • Types of Enjoyable Channels/Programming (Q3/18)

Service Feature Expectations at Incremental Pricing

  • Testing Consumer Expectations of OTT Service Features
  • OTT Expected Feature at Incremental Pricing: Resolution (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Number of Streams (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Advertising (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Platforms (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Library Updates (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Content (Q3/18)
  • OTT Expected Feature at Incremental Pricing: User Experience (Q3/18)
  • OTT Expected Feature at Incremental Pricing: Service Enhancements (Q3/18)

Monthly Expenditure on Video Entertainment

  • Average Household Expenditure on Video Entertainment by Video Sources (2012 - 2018)
  • Average Monthly Expenditure on Non-Pay-TV Video Entertainment (Q3/18)
  • Average Household Monthly Expenditure on Internet Video (2012 - 2018)
  • Average Monthly Expenditure on Subscription OTT Video by Service (Q3/18)

Service Trials and Conversions

  • OTT Trials and Conversion - Past Six Months (Q3/18)
  • Number of Trials - Past Six Months (Q3/18)
  • OTT Subscription Conversions from Free Trial (Q3/18)
  • Success Rate by Trialer Type (Q3/18)
  • Number of Service Subscription by Trialer Type (Q3/18)

Service Provider Perceptions

  • Reasons for Subscribing: vMVPDs vs. Other OTT Services (Q3/18)
  • Reasons for Subscribing by OTT Service (Q3/18)
  • Top 3 OTT Services Subscribed to by Specific vMVPDs Subscribers (Q3/18)
  • Net Promoter Score: Video Services (Q3/18)
  • Net Promoter Score: vMVPD (Q3/18)
  • Net Promoter Score: Pay-TV Service Operators (2017 vs. 2018)

Appendix

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