視訊服務：不斷變化的需求

本報告調查了傳統付費電視、串流電視和OTT 服務的市場，並提供了市場定義和概述、按服務類型和商業模式劃分的使用狀況、每種服務的訂閱趨勢以及訂閱者數量。我們總結了趨勢、註銷用戶數趨勢、新服務功能及持續激勵分析等。

目錄

調查方法/定義

付費電視的定義與分類

視訊服務生態系

重要術語和定義

執行摘要

• 付費電視和 OTT 服務訂閱趨勢
• 付費電視實施狀況：依服務類型分類
• OTT 服務合約數量
• 視訊服務支出：傳統付費電視與 SVOD 服務
• OTT 服務使用狀況：依業務模式劃分
• OTT 用戶流失
• OTT 流失觸發器
• OTT 服務的保留選項

大局：付費電視和串流媒體

• 傳統視訊服務和OTT視訊服務的普及
• 付費電視和 OTT 服務訂閱趨勢
• 付費電視和 OTT 服務的訂閱組合
• 視訊服務支出：傳統付費電視與 SVOD 服務

付費電視：從傳統電視到串流電視

• 付費電視實施狀況：依服務類型分類
• 細分市場：付費電視訂戶、有線電視用戶、有線電視用戶
• 最後訂閱付費電視服務
• 傳統付費電視服務供應商的市佔率與去年相比
• 整體 vMVPD 服務實施
• 串流電視服務採用率：與去年同期相比比較
• 付費電視訂戶透過機上盒存取串流服務
• 有意改變付費廣播服務
• 為何從傳統電視服務切換到串流電視服務？
• 為何從串流媒體轉向傳統付費電視服務？
• 選擇新家庭網路供應商時的關鍵因素

付費電視：新功能的價值

• 您的電視服務供應商提供與接收的功能
• 付費電視服務功能和平台可近性的重要性
• 新興付費電視服務的吸引力：家庭控制與互動功能

串流影片：商業模式與訂閱通行證

• 過去 30 天內 OTT 服務的使用狀態：依業務模式劃分
• 使用 OTT 商業模式：按付費電視集團
• 過去 30 天內曾使用廣告為基礎的 OTT 服務
• 過去 30 天內使用 OTT 交易服務的情況
• OTT 服務訂閱數量
• OTT 服務的平均訂閱數量
• OTT 服務的平均訂閱數量：以付費電視群組劃分
• 訂閱方式（2022 年第 3 季）：依服務類型
• 如何訂閱 OTT 服務
• 訂閱方式：依服務類型
• 十大 OTT 服務訂閱方式

SVOD 市場領導者：採用率與用□□戶群

• OTT 服務訂閱：3 家主要 OTT 公司與其他 OTT 公司
• OTT 視訊服務的使用：依母公司劃分
• 主要 OTT 訂閱服務介紹
• 高級網路 OTT 訂閱
• 訂閱其他串流服務
• 整個體育 OTT 服務訂閱
• 體育 OTT 服務人群
• 健身 OTT 服務人群
• 主要 OTT 訂閱：按年齡組細分
• 主要 OTT 訂閱：性別細分
• 主要 OTT 訂閱：依家庭兒童細分
• 主要 OTT 訂閱：依家庭收入細分

OTT訂閱期

• 主要和優質 OTT 服務的平均訂閱時長
• 其他 OTT 服務的平均訂閱時長
• 體育 OTT 服務的平均訂閱週期
• 健身 OTT 服務的平均訂閱時長

NPS 基準測試：依部門/服務

• NPS（淨推薦值）：按行業劃分的趨勢
• 傳統付費電視服務供應商的 NPS
• vMVPD 服務的 NPS
• OTT 服務的 NPS
• 對付費電視服務的看法：傳統付費電視與串流付費電視
• 對目前付費電視服務的高度滿意度：傳統付費電視與串流媒體付費電視
• 付費電視內容偏好：傳統付費電視與串流付費電視

OTT 取消

• OTT 用戶取消
• vMVPD 服務：OTT 服務取消訂閱者佔目前訂閱者基數的百分比
• 取消訂閱者佔目前訂閱者基數的百分比
• OTT 和串流電視訂閱行為
• 串流電視訂閱者的 OTT 和串流電視訂閱行為
• 與通訊服務捆綁在一起的串流服務的價值
• OTT 取消觸發
• OTT 取消觸發器：vMVPD 和所有 OTT 服務
• OTT 服務維護激勵
• OTT 服務保留誘因：vMVPD 與所有 OTT 服務的比較

附錄

This research provides a comprehensive view of the traditional pay-TV, streaming TV, and OTT services market across subscription, ad-based, and transactional business models. It details shifting consumer preferences, with historical trending data on adoption, satisfaction, and churn for pay-TV and OTT services. It details top causes of service churn and consumer receptivity to new service features and retention incentives.

ANALYST INSIGHT:

"Services must improve the consumer experience and content options in order to retain customers. Without writers creating high-quality scripted content, an increase in customer attrition is expected in the near term." - Sarah Lee, Research Analyst, Parks Associates.

Table of Contents

Survey Methodology and Definitions

Pay-TV Definitions and Categorization

Video Services Ecosystem

Key Terms and Definitions

Executive Summary

• Pay-TV & OTT Service Subscription Trend
• Pay-TV Adoption by Service Type
• Number of OTT Service Subscriptions
• Spending on Video Services: Traditional Pay TV vs. SVOD Services
• OTT Service Use by Business Model
• OTT Subscriber Churn
• OTT Churn Triggers
• OTT Service Retention Options

The Big Picture: Pay-TV vs. Streaming

• Penetration of Traditional vs. OTT Video Services
• Pay-TV & OTT Service Subscription Trend
• Pay-TV and OTT Service Subscription Mix
• Spending on Video Services: Traditional Pay TV vs. SVOD Services

Pay-TV: From Traditional to Streaming TV

• Pay-TV Adoption by Service Type
• Market Segments: Pay-TV Subscribers, Cord Cutters, and Cord Nevers
• Last Subscription to Pay-TV Service
• Traditional Pay-TV Service Provider Market Share, YoY
• Overall vMVPD Service Adoption
• Streaming TV Service Adoption, YoY
• Pay TV Subscriber Access to Streaming Services via Set-top Box
• Intention to Make Changes to Pay-TV Service
• Reasons for Switching from a Traditional to Streaming TV Service
• Reasons for Switching from a Streaming to a Traditional Pay-TV Service
• Important Factors of Selecting New Home Internet Provider

Pay TV: Value of New Features

• Features Offered and Received From TV Service Provider
• Importance of Pay-TV Service Features & Platform Accessibility
• Appeal of Emerging Pay-TV Service Features: Home Control & Interactivity

Streaming Video: Business Models and Subscription Path

• OTT Service Use in Prior 30 Days, by Business Model
• OTT Business Model Use by Pay-TV Groups
• Use of Ad-Based OTT Services in Prior 30 Days
• Use of Transactional OTT Services in Prior 30 Days
• Number of OTT Service Subscriptions
• Average Number of OTT Service Subscriptions
• Average Number of OTT Service Subscriptions by Pay-TV Groups
• Method of Subscribing by Service Type Q3 2022
• Method of Subscribing to OTT Services
• Method of Subscribing by Service Type
• Method of Subscribing to Top 10 OTT Services

SVOD Market Leaders: Adoption & User Base

• OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT
• OTT Video Service Use by Parent Companies
• Major OTT Subscription Service Adoption
• Premium Network OTT Subscriptions
• Additional Streaming Service Subscriptions
• Additional Streaming Service Subscriptions, Cont'd
• Sports OTT Service Subscriptions Overall
• Sports OTT Service Penetration
• Fitness OTT Service Penetration
• Age Breakdown by Major OTT Subscription
• Gender Breakdown by Major OTT Subscription
• Children at Home Breakdown by Major OTT Subscription
• Household Income Breakdown by Major OTT Subscription

OTT Subscription Duration

• Average Subscription Duration of Major and Premium OTT Services
• Average Subscription Duration of Other OTT Services
• Average Subscription Duration of Sports OTT Services
• Average Subscription Duration of Fitness OTT Services

NPS Benchmarking by Sector and Services

• Net Promoter Scores by Sector - Trending (2019-2023)
• Traditional Pay-TV Service Provider NPS
• vMVPD Service NPS
• Net Promoter Score of OTT Services
• Pay-TV Service Sentiment: Legacy vs. Streaming Pay TV
• High Satisfaction with Current Pay-TV Service: Legacy vs. Streaming Pay TV
• Pay-TV Content Preferences: Legacy vs. Streaming Pay TV

OTT Churn

• OTT Subscriber Churn
• vMVPD Services: Subscribers Cancelling OTT Service as a % of Current Subscriber Base
• Subscribers Cancelling Service as a % of Current Subscriber Base
• OTT and Streaming TV Subscription Behaviors
• OTT and Streaming TV Subscription Behaviors, by Streaming TV Subscribers
• Value of Streaming Services Bundled with Communication Services
• OTT Churn Triggers
• OTT Churn Triggers: vMVPDs vs. all OTT Services
• OTT Service Retention Incentives
• OTT Service Retention Incentives: vMVPD vs All OTT Services

Appendix