剪線鉗、永不剪線、視頻重新捆綁

雖然視頻“掐線”或“剪線”已成為近年來的熱門趨勢，但許多消費者不得不“重新捆綁”不同的視頻服務（包括回歸傳統付費電視）和內容源來滿足他們的需求。 在許多情況下，這種“重新捆綁”給消費者帶來的成本比他們主要依賴有線線性視頻服務時要高。

本報告探討了分拆視頻服務的消費者趨勢以及相關的近期現象，例如隨著視頻內容市場變得分散，消費者需要重新捆綁其服務組合。

內容

研究方法和定義

關鍵術語和定義

• 剪線鉗
• 代碼從不

娛樂視頻服務生態系統

執行摘要

了解剪線鉗和剪線器

• 傳統付費電視和 OTT 視頻服務的滲透
• 傳統付費電視與剪線鉗和從不剪線的比較
• 您上次訂閱傳統付費電視服務的時間
• 在線付費電視服務：Cord Cutter 和 Cord Never
• OTT 服務訂閱：Cord Cutter 與 Cord Never
• 最後一次通過在線付費電視訂閱傳統付費電視介紹
• 剪線鉗和從不剪線：年齡、收入和技術採用
• 對科技和生活方式的思考
• 視頻產品的使用

掐線者付費電視體驗

• 傳統付費廣播服務的取消觸發
• 前傳統付費電視服務提供商
• 掐線者：之前傳統付費電視服務的月費
• 推動掐線族保留傳統付費電視服務的因素

重新捆綁視頻

• 每月 OTT 服務總支出：掐線者 vs 從不掐線
• 按 OTT 服務類型劃分的平均每月支出
• 剪線鉗每月視頻服務費用
• 每月服務費用：傳統付費電視和 OTT
• 按業務模式劃分的 OTT 服務使用情況
• OTT 服務訂閱數量
• 訂閱者群中取消服務的訂閱者百分比：Cordcutters 與 Cordnever
• 訂閱付費電視服務的意願：“掐線者”與“從不掐線”

附錄

SYNOPSIS:

While video "cutting the cord" or "shaving the cord" has been a hot trend for several years now, many consumers are having to "rebundle" various video services (including returning to traditional pay TV) and content sources together in order to meet their needs. In many cases, this "rebundling" is costing consumers more than when they were primarily relying on corded, linear video services.

This primary research examines consumer trends in unbundling their video services and the related recent phenomena of consumers needing to rebundle their service portfolio because of a fragmented video content marketplace. The research also details how the COVID-19 crisis has impacted how consumers are building their video services stack.

ANALYST INSIGHT:

"When they flee pay-TV, Cord-Cutters essentially unbundle a paid television service. But a new phenomenon is on the rise: rebundling. Video consumers now find that though they have access to more service options than ever before, no one provider satisfies all of their content needs." - Steve Nason, Research Director, Parks Associates.

Table of Contents

Survey Methodology and Definitions

• Survey Sample & Fielding
• Parks Associates 2021 Respondent Quotas

Key Terms and Definitions

• Cord-Cutters
• Cord-Nevers

Entertainment Video Service Ecosystem

Executive Summary

• Industry Insight
• Traditional Pay-TV vs. Cord-Cutters and Cord-Nevers
• Online Pay-TV Service: Cord-Cutters and Cord-Nevers
• Traditional Pay-TV Service Cancellation Triggers
• Monthly Service Cost Among Cord-Cutters

Understanding Cord-Cutters and Nevers

• Penetration of Traditional Pay-TV vs. OTT Video Services
• Traditional Pay-TV vs. Cord-Cutters and Cord-Nevers
• Last Time Subscribed to Traditional Pay-TV Service
• Online Pay-TV Service: Cord-Cutters and Cord-Nevers
• OTT Service Subscription: Cord-Cutters vs. Cord-Nevers
• Last Subscription to Traditional Pay-TV by Online Pay-TV Adoption
• Cord-Cutters and Cord-Nevers: Age, Income, Tech Adoption
• Attitudes Toward Technology and Lifestyle
• Adoption of Video Products

Pay-TV Experience of Cord-Cutters

• Traditional Pay-TV Service Cancellation Triggers
• Previous Traditional Pay-TV Service Providers
• Cord-Cutters: Monthly Cost of Previous Traditional Pay-TV Service
• Drivers for Traditional Pay-TV Service Retention Among Cord-Cutters
• Drivers for Traditional Pay-TV Service Retention Among Cord-Cutters

Rebundling of Video

• Total Monthly Spending on OTT Services: Cord-Cutters vs. Cord-Nevers
• Average Monthly Spending on OTT Services by Type
• Monthly Video Service Cost Among Cord-Cutters
• Monthly Service Cost: Traditional Pay-TV vs. OTT
• OTT Service Use by Business Model
• Number of OTT Service Subscriptions
• Subscribers Cancelling Service as % of Subscriber Base: Cord-Cutters vs. Cord-Nevers
• High Intention to Subscribe to Pay-TV Services: Cord-Cutters vs. Cord-Nevers

Appendix

• Demographic Breakdown of Video Viewing Segments
• Housing Breakdown of Video Viewer Segments
• Defining Heads of Broadband Households