觀眾之旅：瀏覽串流媒體選項

本報告研究了多種OTT 串流影音服務模式（包括廣播電視、傳統付費電視、SVOD、AVOD/FAST、TVOD 和vMVPD 服務）存取您想要觀看的影片內容的過程。我們總結了觀看過程消費者的趨勢。

範例視圖

目錄

調查研究方法與定義

• 重要術語和定義
• 付費電視的定義與分類
• 視訊服務生態系統

執行摘要

• 為何使用 OTT 服務？
• 使用服務的原因：依主要服務分類
• 所有裝置上的影片觀看量
• 如何找出您想觀看的影片內容
• 了解如何觀看影片內容
• 每月支出金額：依對串流媒體的看法
• 平均 OTT 用戶數
• OTT 流失率：依串流媒體體驗分類

整體展望：串流媒體採用

• 普及率：傳統視訊服務與 OTT 視訊服務
• 付費電視和 OTT 服務的訂閱趨勢
• 付費電視和 OTT 服務的訂閱結構
• OTT 服務合約數量
• OTT 服務的平均訂閱數量
• OTT 服務訂閱數量：依收入分類
• OTT 服務訂閱數量：依兒童數分類
• 平均 OTT 服務數量：依業務模式劃分
• 主要 OTT 訂閱級別
• 用於查看社交/用戶生成內容的平台
• 如何訂閱 vMVPD 服務
• 如何訂閱 OTT 服務
• 如何訂閱串流電視服務：按服務

查看消費：設備與服務

• 為何使用 OTT 服務？
• 使用服務的原因：依主要服務分類
• 使用該服務的原因：透過其他 OTT 服務
• 過去 30 天內使用過任何類型的視訊設備
• 過去 30 天內按年齡劃分的視訊設備使用情況
• 平均影片消費：依平台劃分
• 影片消費：所有設備
• 影音消費：電視
• 影片消費：手機
• 影片消費：平板電腦
• 影片消費：計算機
• 查看的線上內容的類型

第一選擇和階段

• 內容觀看歷程：在電視上觀看視頻
• 電視上看電視、電影的首選
• 電視觀看體育直播的首選
• 電視直播新聞首選
• 發現新事物的第一步
• 連網電視設備上的第一個視訊內容來源

發現與體驗

• 如何找出您想觀看的影片內容
• 了解如何觀看影片內容
• 了解如何觀看影片內容：按影片內容的主要來源
• 每月支出金額：依對串流媒體的看法
• 平均 OTT 和 vMVPD 訂閱者
• 廣告為基礎的 OTT 服務的觀看體驗
• 現場體育賽事觀看體驗

取消

• OTT 用戶取消
• OTT 服務維護激勵
• OTT 取消：根據串流媒體體驗

附錄

SYNOPSIS:

This report examines the viewer journey for accessing desired video content across broadcast, traditional pay-TV and the many over-the-top (OTT) streaming video service models, including SVOD, AVOD/FAST, TVOD and vMVPD (streaming TV) services. Included is research that analyzes how households view content, how households prioritize and spend money, and how decisions are made to pay for some services over others. This study draws from Parks Associates' Q3 2023 survey of 8,000 U.S. internet households. The survey is demographically representative of US internet households, with quotas for age, income, gender, and educational attainment.

SAMPLE VIEW

Key questions addressed:

• 1) How are households signing up for their streaming subscriptions? Why do households subscribe to certain services over others?

• 2) On what devices do households consume video, and what type of services do households watch on various device?

• 3) When viewers first sit to find something to watch, what steps do they take?

• 4) How does the viewer journey differ when a household wants to watch a TV show or movie versus live sports or news?

• 5) How easy or hard is it for households to find something to watch? What is the discovery experience like?

ANALYST INSIGHT:

"The viewer journey continues to evolve. A once manageable process of watching video curated from a single source is now a source of frustration due to an overwhelming amount of content from which to choose, spread out across numerous services and platforms, and ever changing." - Sarah Lee, Research Analyst, Parks Associates.

Table of Contents

Survey Methodology and Definitions

• Key Terms and Definitions
• Pay-TV Definitions and Categorization
• Video Services Ecosystem

Executive Summary

• Reasons for Using OTT Service
• Reasons for Using a Service by Top Services
• Video Consumption on All Devices
• Method to Find Video Contents to Watch
• Discovery Method of Watching Video Contents
• Monthly Spending by Agreement Towards Streaming Attitudes
• Average Among OTT Subscribers
• OTT Churn by Streaming Experience

Overall Outlook: Streaming Adoption

• Penetration of Traditional vs. OTT Video Services
• Pay-TV & OTT Service Subscription Trend
• Pay-TV* and OTT Service Subscription Mix
• Number of OTT Service Subscriptions
• Average Number of OTT Service Subscriptions
• Number of OTT Service Subscriptions by Income
• Number of OTT Service Subscriptions by Children at Home
• Avg Number of OTT Services Across Business Models
• Major OTT Subscription Tier
• Platforms for Watching Social/User Generated Content
• Method of Subscribing to vMVPD Services
• Method of Subscribing to OTT Services
• Method of Subscribing Streaming TV Services by Services

Viewing Consumption: Devices and Services

• Reasons for Using OTT Service
• Reasons for Using a Service by Top Services
• Reasons for Using a Service by Other OTT Services
• Use of Devices for Video of Any Kind in the Past 30 Days
• Use of Devices for Video in the Past 30 Days by Age Groups
• Total Average Video Consumption by Platforms
• Video Consumption on All Devices
• Video Consumption on TV Set
• Video Consumption on a Mobile Phone
• Video Consumption on Tablet
• Video Consumption on Computer
• Genres of Online Content Viewed

First Choice and Steps

• Viewing Path to Content To Video on a TV
• First Choice for Watching TV and Movies on TV
• First Choice for Watching Live Sports on TV
• First Choice for Watching Live News on TV
• First Step When Finding Something New to Watch
• First Sources for Video Content on Connected TV Devices

Discovery and Experience

• Method to Find Video Contents to Watch
• Discovery Method of Watching Video Contents
• Discovery Method of Watching Video Contents by First Sources for Video Contents
• Monthly Spending by Agreement Towards Streaming Attitudes
• Average Among OTT and vMVPD Subscribers
• Viewing Experience with Ad-Based OTT Services
• Viewing Experience with Live Sports Events

Churn

• OTT Subscriber Churn
• OTT Service Retention Incentives
• OTT Churn by Streaming Experience

Appendix