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Market Research Report

Ad-Supported OTT: Viewers and Use

Published by Parks Associates Product code 913331
Published Content info 63 Slides
Delivery time: 1-2 business days
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Ad-Supported OTT: Viewers and Use
Published: October 24, 2019 Content info: 63 Slides
Description

SYNOPSIS:

AVOD and other ad-supported OTT video services have become an increasingly important part of consumer viewing and content distribution strategies. These offerings provide users with a free option for content and industry players with a business model that goes beyond the limitations of subscription services. This study examines discovery, uptake, and use of leading ad-supported OTT video services and examines characteristics and motivations for consumers that use them.

ANALYST INSIGHT:

“Despite these potential impediments to growth, ad-based OTT services are here to stay. As the purse strings of OTT consumers tighten, there is tremendous opportunity for free ad-based services to thrive.” - Steve Nason, Senior Analyst, Parks Associates.

Table of Contents

Table of Contents

Market Overview

  • Use of Video Services (Q1/19)
  • Use of Advertising-Based OTT Video Services (2018 - 2019)
  • Use of Traditional Pay-TV vs. OTT SVOD Among Advertising-Based OTT Video Users (Q1/19)
  • Use of Video Services Among Advertising-Based OTT Video Users (Q1/19)
  • Use of Video Services by Advertising-Based OTT Video Service (Q1/19)
  • Traditional Pay-TV and Internet ARPU Among Advertising-Based OTT Video Users (Q1/19)
  • Use of Video Services by Age (Q1/19)
  • Use of Video Services by Income (Q1/19)
  • Gender Breakdown by Advertising-Based OTT Video Service (Q1/19)
  • Age Breakdown by Advertising-Based OTT Video Service (Q1/19)
  • Income Breakdown by Advertising-Based OTT Video Service (Q1/19)
  • Education Breakdown by Advertising-Based OTT Video Service (Q1/19)
  • Children in Home by Advertising-Based OTT Video Service (Q1/19)
  • Service Satisfaction: SVOD vs. AVOD Services (Q1/19)
  • Use of Linear vs. AVOD Advertising-Based OTT Video (Q1/19)

Service Use and Discovery

  • Use of Ad-Based OTT Video Service by Service Type (Q1/19)
  • Frequency of Using AVOD OTT Service by Individual Services (Q1/19)
  • Primary Device by Advertising-Based OTT Video Service (Q1/19)
  • Most Used Streaming Media Player Among Advertising-Based OTT Video Users (Q1/19)
  • Discovery of Advertising-Based OTT Video Services (Q1/19)
  • Discovery by Advertising-Based OTT Video Service (Q1/19)
  • 1st Step in Content Discovery Process by Service Type (Q1/19)

Factors and Attitudes Driving Usage

  • Reasons for Using Ad-Based OTT Services (Q1/19)
  • Factor and Cluster Analyses
  • Reasons for Using Ad-Based OTT Services (Q1/19)
  • Six factor groups representing distinct drivers for using ad-based OTT services
  • Advertising-Based OTT Video Service Segments (Q1/19)
  • Gender by Segment (Q1/19)
  • Age by Segment (Q1/19)
  • Children in Home by Segment (Q1/19)
  • Satisfaction with Advertising-Based OTT Video Services by Segment (Q1/19)
  • Attitudes Towards Ad-Based OTT Services (Q1/19)

Video Service Piracy

  • Activities Performed to Access Online Video/Music Programs by Service Type (Q1/19)
  • Attitudes Towards Sharing Music/Video Services or Using Unlicensed Copies by Service Type (Q1/19)
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