廣告為基礎的串流:消費者需求與參與度

串流無廣告影片比以往更昂貴。訂閱者平均訂閱五種串流媒體服務，但由於許多人面臨購買力下降的問題，越來越多的人正在嘗試基於廣告的服務，以抵消增加的娛樂成本。

本報告研究了基於廣告的串流媒體市場，包括 FAST 和 AVOD 服務，並解釋了為何基於廣告的服務如此受歡迎、哪些服務最受歡迎以及有多少人購買基於廣告的體驗。的情緒

信息圖形

主要的問題

• 1) 廣告為基礎的視訊串流市場的現況如何？
• 2) 是什麼促使觀眾使用廣告為基礎的服務？
• 3) 觀眾如何看待廣告為基礎的服務的內容？
• 4) 觀眾在使用廣告為基礎的服務時遇到哪些痛點？
• 5) 什麼可以改善觀眾以廣告為基礎的體驗？

目錄

影音服務生態系統

摘要整理

• 過去 30 天內 OTT 視訊服務的使用情況（按業務模式）：訂閱 (SVOD)
• 過去 30 天內 OTT 視訊服務的使用情況（依業務模式）：基於免費廣告（FAST/AVOD）
• 可以將 OTT 訂閱遷移到無廣告級別
• 針對基於廣告的用戶的廣告為基礎的 OTT 服務存在的問題
• OTT 服務的淨推薦值：基本層和高階層
• 訂閱有廣告的基本方案的原因：依服務
• 努力提高無廣告串流媒體應用的價格
• 受廣告相關性的影響，無廣告串流媒體應用程式的價格將上漲
• 對 T 商務有興趣
• 對 T 商務的興趣：透過廣告相關的影響

串流媒體市場概覽

• 傳統視訊服務與OTT視訊服務的普及率
• OTT 服務訂閱數量
• 過去 30 天內 OTT 視訊服務的使用情況（依業務模式）
• 採用免費和訂閱式基於廣告的串流媒體
• SVOD 和基於廣告的串流重疊
• 視訊服務使用者的人口統計細分
• OTT 視訊服務每月支出趨勢
• 主要連網電視平台

廣告為基礎的串流趨勢

• 使用主要的廣告為基礎的免費影片服務
• 對視訊服務的認知度
• 對視訊服務的認知度：依年齡層劃分
• 為什麼要使用廣告為基礎的免費 OTT 服務？
• 對視訊服務的認知度：依年齡層劃分
• 廣告為基礎的 OTT 服務有問題
• 免費廣告服務的查看頻率
• 免費廣告服務的查看頻率
• 基於廣告的服務的查看頻率：對內容搜尋的態度
• 廣告為基礎的 OTT 訂閱者所查看的線上內容類型

訂閱廣告層級

• 主要 SVOD 服務中受廣告支援的基本等級或無廣告高級等級的使用趨勢
• 訂閱有廣告的基本方案的原因
• 訂閱有廣告的基本方案的原因：依服務
• 可以透過廣告從高級層切換到基本層
• 從高級服務等級切換到基於廣告的服務等級的可能性：按服務
• 主要 OTT 服務的淨推薦值：趨勢
• OTT 服務的淨推薦值：基本層和高階層
• 取消服務的原因
• 防止取消的獎勵措施

SVOD 價格上漲對基於廣告的服務的影響

• 努力提高無廣告串流媒體應用的價格
• 因應價格上漲：依性別分類
• 應對物價上漲：以世代
• 提高無廣告串流應用程式價格的努力：以家庭兒童數量劃分
• 因應價格上漲的措施：以優質服務類型劃分
• 對物價上漲的反應：透過消費者意識
• 提高無廣告串流應用程式的價格：透過與廣告相關的影響
• 可以將 OTT 訂閱遷移到無廣告級別
• 從 OTT 訂閱轉為無廣告套餐的可能性：按年齡劃分
• 主要的廣告為基礎的視訊服務可能會將 OTT 訂閱提升至 14.99 美元的無廣告套餐

互動廣告與 T 商務

• T 商務活動
• 對 T 商務有興趣
• 對電商的興趣：依年齡層劃分
• T 商務活動：依對 TT 商務的興趣程度分類
• 對 T 商務的興趣：透過廣告相關的影響
• 首選與廣告互動

附錄

SYNOPSIS:

It is more expensive than ever to stream ad-free video, especially when the top services continue to raise their prices. Households subscribe to 5 streaming services on average, but as many face a steady loss of buying power, more are experimenting with ad-based services to help offset the growing expense of entertainment. This study documents the rise of ad-based streaming including both FAST and AVOD services. It analyzes why ad-based services are experiencing a surge in popularity, which services are the most popular, and household sentiment towards the ad-based experience.

INFOGRAPHICS

Key questions addressed:

• 1) What is the state of the ad-based video streaming market?
• 2) What drives viewers to ad-based services?
• 3) How do viewers perceive the content on ad-based services?
• 4) What are the pain points viewers experience on ad-based services?
• 5) What would improve the ad-based experience for viewers?

ANALYST INSIGHT:

"The current streaming landscape is extremely volatile and fiercely competitive. Providers of all sizes strive to innovate, reach more viewers, improve efficiency, deliver in-demand content, and above all, achieve profitability." - Sarah Lee, Research Analyst, Parks Associates.

Table of Contents

Video Services Ecosystem

Executive Summary

• Use of OTT Video Services in Past 30 Days, by Business Model: Subscription (SVOD)
• Use of OTT Video Services in Past 30 Days, by Business Model: Free Ad-Based (FAST/AVOD)
• Likelihood of Moving OTT Subscription to Ad-Free Tier
• Pain Points with Ad-Based OTT Services Among Ad-based Users
• Net Promoter Score of OTT Services: Basic Tier vs Premium Tier
• Reasons for Subscribing to Basic Tier with Ads by Services
• Action Towards Price Increase for Streaming App Without Ads
• Action Towards Price Increase for Streaming App Without Ads by Ad Relevance Influence
• Interest in T-Commerce
• Interest in T-Commerce by Ad Relevance Influence

Streaming Market Overview

• Penetration of Traditional vs. OTT Video Services
• Number of OTT Service Subscriptions
• Use of OTT Video Services in Past 30 Days, by Business Model
• Free and Subscription Ad-based Streaming Adoption
• Overlap of SVOD and Ad-Based Streaming
• Demographic Breakdown of Video Service Users
• Trends in Monthly Spending on OTT Video Services
• Primary Connected TV Platform

Ad-Based Streaming Trends

• Use of Leading Free Ad-based Video Services
• Attitudes Towards Video Services
• Attitudes Towards Video Services by Age Group
• Drivers for Using Free Ad-Based OTT Services
• Attitudes Towards Video Services by Age Group
• Pain Points with Ad-Based OTT Services
• Free Ad-Based Service Viewing Frequency
• Frequency of Watching Free Ad-Based Services
• Ad-Based Service Viewing Frequency by Attitudes Towards Content Seeking
• Genres of Online Content Viewed by Ad-Based OTT Subscribers

Subscription Advertising Tiers

• Trends in Use of Basic with Ads or Premium Ad Free Tier for Major SVOD Services
• Reasons for Subscribing to Basic Tier with Ads
• Reasons for Subscribing to Basic Tier with Ads by Services
• Likelihood of Switching from Premium Tier to Basic Tier with Ads
• Likelihood of Switching from Premium Tier Services to Ad-Based Service Tier by Services
• Net Promoter Score of Leading OTT Services: Trending
• Net Promoter Score of OTT Services: Basic Tier vs Premium Tier
• Reasons for Cancelling Service
• Incentives to Prevent Churn

Impact of SVOD Price Increases on Ad-based Services

• Action Towards Price Increase for Streaming App Without Ads
• Action Towards Price Increase by Gender
• Action Towards Price Increase by Generation
• Action Towards Price Increase for Streaming App Without Ads by Children at Home
• Action Towards Price Increase by Type of Premium Service Subscribed
• Action Towards Price Increase by Consumer Attitudes
• Action Towards Price Increase for Streaming App Without Ads by Ad Relevance Influence
• Likelihood of Moving OTT Subscription to Ad-Free Tier
• Likelihood of Moving OTT Subscription to Ad-Free Tier by Age
• Likelihood of Moving OTT Subscription to Ad-Free Tier at $14.99 by Leading Ad-based Video Services

Interactive Advertising and T-Commerce

• T-Commerce Activities
• Interest in T-Commerce
• Interest in T-Commerce by Age Group
• T-Commerce Activities by Interest in T-Commerce
• Interest in T-Commerce by Ad Relevance Influence
• Preferred Interactions with Ads

Appendix