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Market Research Report

Consumer Perception of OTT Video

Published by Parks Associates Product code 941803
Published Content info 66 Slides
Delivery time: 1-2 business days
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Consumer Perception of OTT Video
Published: May 31, 2020 Content info: 66 Slides


OTT video services continually adapt their offerings and experiences to remain relevant in a fast-changing market. Consumer perception affects both willingness to adopt a service and willingness to remain a user. This primary research covers consumer perception of the top OTT video services, their libraries, and features.


"There is ample opportunity for OTT services to convert engaged consumers to paid subscribers and users. However, services have to navigate an extremely challenging business environment to engage these consumers. They need to understand their unique viewing patterns and reach out to them proactively to understand drivers and triggers to retain them." - Steve Nason, Research Director, Parks Associates.

Table of Contents

Table of Contents

Consumer Analytics

  • 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

Adoption & Use by Business Model

  • Impact of COVID-19 on Service Usage (Q1/20)
  • Online Video Services Usage Due to COVID-19 by Age (Q1/20)
  • Increased Usage of Home Service by Video Service Type (Q1/20)
  • OTT Service Use by Business Model (2018 - 2020)
  • Overall OTT Service Subscriptions (2014 - 2020)
  • Penetration of Traditional vs. OTT Video Services (2017 - 2020)
  • Pay-TV and OTT Service Subscriptions (2014 - 2020)
  • Number of OTT Service Subscriptions (2014 - 2020)

Adoption & Use by Service and Device

  • Major OTT Subscription Services (Q1/20)
  • Trends in OTT Service Subscriptions (2016 - 2020)
  • OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT (2017 - 2020)
  • Top Five OTT Service Penetration by Age (Q1/20)
  • Top 5 OTT Service Penetration by Gender (Q1/20)
  • Top Five OTT Service Penetration by Household Income (Q1/20)
  • Children at Home Among Top 5 OTT Services (Q1/20)
  • Apple-Branded Product Ownership Among OTT Service Subscribers (Q1/20)
  • Top Sports OTT Video Subscriptions (Q1/20)
  • Overall vMVPD Service Adoption (2017 - 2020)
  • vMVPD Service Subscription (2017 - 2020)
  • Use of Ad-Based OTT Video Services (2017 - 2020)
  • Use of Transactional OTT Services (2019 - 2020)
  • Primary Device Used for Streaming Online Videos by Service Type (Q1/20)

Perceptions of OTT Services

  • Satisfaction With OTT Services (Q1/20)
  • Net Promoter Score of OTT Services (2019 - 2020)
  • Reasons for Recommending OTT Services (Q1/20)
  • Reasons for Not Recommending & Not Cancelling OTT Services (Q1/20)
  • User Experience of Service Subscription by Video Service Type (Q1/20)
  • User Experience of Ad-Based OTT Services (Q1/20)
  • User Experience of Transactional OTT Services (Q1/20)

OTT Subscriber and User Journey

  • Method of Subscribing to OTT Services (2019 - 2020)
  • Drivers for Subscribing to OTT Services (Q1/20)
  • Drivers for Subscribing to Individual OTT Service (Q1/20)
  • Factors Influencing OTT Service Subscription (Q1/20)
  • OTT Service Trials (2017 - 2020)
  • OTT Service Trial Conversions by Video Service Type (Q1/20)
  • Attitudes Towards OTT Service Trials (Q1/20)
  • Average Subscription Duration of Top OTT Services (Q1/20)
  • Average Subscription Duration of vMVPD Services (Q1/20)
  • Drivers for Using Ad-Based OTT Services (Q1/20)

OTT Service Churn

  • Subscribers Cancelling Service as % of Subscriber Base (2019 - 2020)
  • Major OTT Service Subscribers Cancelling as a % of Current Subscriber Base (2017 - 2020)
  • OTT Subscription Service Market Landscape (Q1/20)
  • vMVPD Services: Subscribers Cancelling OTT Service as a % of Current Subscriber Base (2019 - 2020)
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