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Market Research Report

The Buyer's Journey-Pay TV vs. OTT

Published by Parks Associates Product code 904337
Published Content info 58 Slides
Delivery time: 1-2 business days
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The Buyer's Journey-Pay TV vs. OTT
Published: August 7, 2019 Content info: 58 Slides


This study explores the process that consumers go through when purchasing OTT and pay-TV services. It examines adoption of various services and the degree to which pay TV and OTT video complement or compete with each other in purchase considerations. It evaluates decision criteria and consumer expectations, including content offerings, service tiers, user experience, and features. The study also compares different consumer segments, including millennials and other demographic groups, to understand their similarities, differences, and how service providers can best reach them.


“The recent decline in traditional pay-TV and growing popularity of OTT services have fostered the widespread belief that OTT subscribers are driven by simple economics. Certainly pricing plays a role in decision making, but other reasons including content availability, ability to work with connected entertainment devices, and service features also significantly influence these consumers.” - Craig Leslie, Senior Analyst, Parks Associates.

Table of Contents

Table of Contents

Consumer Analytics: Entertainment Services Track

  • Key Questions Answered
  • Survey Methodology
  • Defining Heads of Broadband Households
  • Definitions and Abbreviations
  • Reading Parks Associates Charts

Executive Summary

  • Industry Insight
  • Key Findings and Market Impact

Penetration and Growth Rates

  • Pay-TV Service Subscriptions (2011 - 2019)
  • Overall OTT Service Subscriptions (2015 - 2019)
  • Number of OTT Service Subscriptions (2014 - 2019)

Service Subscription Drivers

  • Reasons for Subscribing to Pay-TV Service (Q1/19)
  • Reasons for Subscribing to Subscription OTT Service (Q1/19)
  • Reasons for Subscribing to vMVPD Service (Q1/19)

Service Discovery and Buying Decisions

  • Sources Used for Discovering Ad-Supported Services (Q1/19)
  • Informative Sources Used: Pay-TV vs. vMVPD Services (Q1/19)
  • Demographic Distribution of Sources Used To Find Information About Online Video Service (Q1/19)
  • Time Spend On Consideration Before Subscribing: vMVPD vs. Pay-TV Service (Q1/19)

Service Selection Criteria

  • Factors Influencing Subscription OTT Service Subscription (Q1/19)
  • Factors Influencing Service Selection: vMVPD vs. Pay-TV Service (Q1/19)
  • Reasons for Using Ad-Supported Service (Q1/19)

Service Trials and Consideration

  • Number of Service Subscribed Post Trial Period (Q1/19)
  • Number of Services Subscribed Post Trail by Number of Services Trailed (Q1/19)

Service Subscription

  • Methods Used to Subscribe to Subscription OTT (Q1/19)
  • Methods Used to Subscribe to Subscription OTT Among OTT, Pay-TV Subscribers (Q1/19)
  • Pay-TV Vs. OTT Service Subscription (2018 - 2019)
  • Demographic Distribution of Pay-TV and OTT Subscribers Segment (Q1/19)
  • US Pay-TV Market Share (2016 - 2019)
  • OTT Service Subscriptions (2017 - 2019)
  • OTT Service Use by Business Model (2018 - 2019)

Subscriber Sentiment

  • Traditional Pay-TV Service Net Promoter Score (Q1/19)
  • Net Promoter Score: Pay-TV Service Operators (2018 - 2019)
  • Attitude Towards Use of Video Service by OTT and Pay-TV Service Subscribers (Q1/19)
  • Satisfaction with Online Video Services (Q1/19)
  • Net Promoter Score: OTT Services (2018 - 2019)
  • Video Service Feature Experience by Service (Q1/19)

Service Switching and Cancellation

  • Cancellation of OTT Services (Q1/19)
  • Reasons for Cancelling OTT Service (Q1/19)
  • Incentives Inhibiting Churn of OTT Services (Q1/19)
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