平台之戰：評估聯網電視生態系統

串流媒體現已成為視訊消費的主流，連網電視平台是新的娛樂力量。 Roku、Amazon、Samsung、Google、Vizio等公司在基於電視的串流媒體用戶體驗方面處於領先地位，透過其影片分發地位產生訂閱和廣告收入。

資訊圖表

根據2024年第一季對 8,000個美國網路家庭的調查結果，本報告檢視了品牌忠誠度、感知價值、易用性等，購買智慧電視或串流媒體播放器時需要考慮的功能和因素。

問題項目

• 1.連網電視市場的競爭格局如何？
• 2.消費者在購買新的連網電視設備時最重視哪些功能？
• 3.當消費者購買新的連網電視設備時，生態系統相容性有多重要？
• 4.品牌與生態系統認知如何影響消費者對連網電視設備的選擇
• 5.消費者是否對物聯網相容性以及與電視（包括智慧家庭設備）的整合感興趣？

目錄

摘要

• 智慧電視與串流媒體播放器的採用趨勢
• 對連網電視生態系的認識
• 家庭中最常使用的連網電視（CTV）平台
• 主要連網電視平台對免費廣告影片服務的使用情況
• 購買未來智慧電視時需要考慮的5個重要功能
• 智慧型串流媒體播放器品牌偏好：主要原因

智慧型電視和串流媒體播放器的採用和使用

• CE 產品採用趨勢
• 主要串流視訊設備
• 平均影片總消費：依平台劃分
• 家庭中最常使用的智慧電視品牌
• 家庭中最常使用的智慧電視作業系統
• 最常用的串流媒體播放器品牌
• 家庭最常用的串流媒體播放器品牌
• 主要連網電視平台
• 最常用的遊戲連接電視設備

主要央視平台認知度

• 主要連網電視平台對視訊服務的認知度
• 主要連網電視平台的OTT 服務平均訂閱量
• 主要連網電視平台在 OTT 服務上的平均每月支出
• 主要連網電視平台對 OTT 視訊服務模式的使用情況
• 主要連網電視平台對免費廣告影片服務的使用情況
• 主要連網電視平台對社群/使用者生成內容平台的使用情況

品牌知名度

• 消費者品牌認知度
• 對連網電視生態系的認識
• 不同年齡層對視訊設備生態系統整合的看法
• 對連網電視生態系的認知度：依最常用的智慧電視作業系統劃分
• 對連網電視生態系統的認知度：依最常用的串流播放器作業系統劃分
• 了解電視技術與功能
• 了解智慧電視功能：按最常用的智慧電視作業系統

購買智慧電視和串流媒體播放器

• 過去 6個月購買的CE 產品
• 購買CE產品的意向
• 購買或收到的智慧電視頂級品牌
• 購買或收到的串流媒體播放器的頂級品牌
• 連網電視設備使用者的人口統計細分

購買因素：智慧電視與串流媒體播放器

• 未來購買智慧電視時需要考慮的5個重要功能
• 購買智慧電視時需要考慮的5個重要功能
• 用於控制智慧家庭設備的平台
• 控制智慧家庭設備最常使用的平台
• 智慧電視品牌受到青睞的主要原因
• 智慧電視品牌受到青睞的主要原因：智慧電視作業系統的採用
• 智慧型串流媒體播放器品牌受到青睞的主要原因
• 智慧型串流媒體播放器品牌受到青睞的主要原因：按串流媒體播放器品牌
• 影響智慧電視購買決策的主要功能和趨勢
• 影響智慧電視購買決策的智慧電視作業系統採用的重要特徵

滿意度

• CE 產品：淨推薦值
• CE 產品的淨推薦值：依主要品牌分類
• 對主要互聯設備功能的滿意度
• 主要互聯設備的功能滿意度

附錄

SYNOPSIS:

Streaming is now the dominant mode of video consumption, making connected TV platforms the new power players in entertainment. Roku, Amazon, Samsung, Google, Vizio, LG, and others control the user experience of TV-based streaming and generate subscription and advertising revenues from their positions in video distribution.

INFOGRAPHICS

This study examines the various connected TV (CTV) platforms on the market today. It identifies sentiments such as brand loyalty, perception of value, ease of use, and willingness to recommend to others. It also examines the operating system and device ecosystem as purchase factors for smart TVs and streaming media players.

Drawing from Parks Associates' Q1 2024 survey of 8, 000 U.S. internet households, the data used in this study is demographically representative of US internet households, with quotas for age, income, gender, and educational attainment.

questions addressed:

• 1. What does the competitive landscape look like for the connected TV market?
• 2. What are the most important features that consumers look for when shopping for a new connected TV device?
• 3. How important is ecosystem compatibility to consumers when purchasing a new connected TV device?
• 4. How do brand and ecosystem perceptions factor into consumer choice of connected TV devices?
• 5. Is there consumer interest in IoT compatibility and integration to the TV, such as with smart home devices?

ANALYST INSIGHT:

"Ecosystems are sticky because they are encompassed by many devices, services, and a single source of control. Deep integration within an ecosystem fosters brand loyalty and more product purchases." - Sarah Lee , Research Analyst, Parks Associates.

Table of Contents

ecutive Summary

• Smart TV and Streaming Media Player Adoption Trends
• Attitude Towards Connected TV Ecosystems
• Most-Used Connected TV (CTV) Platform in Home
• Free Ad-Based Video Services Usage by Primary Connected TV Platform
• Top 5 Important Features Considered for Future Smart TV Purchases
• Top Reasons for Smart Steaming Media Player Brand Preference

Smart TV and Streaming Media Player Adoption and Use

• Trends in Adoption of Consumer Electronics Products
• Primary Streaming Video Device
• Total Average Video Consumption by Platforms
• Brand of Most-Used Smart TV in the Home
• OS of the Most-Used Smart TV in the Home
• Brand of Most Used Streaming Media Player
• Brand of the Most Used Streaming Media Player in the Home
• Primary Connected TV Platform
• Most Frequently Used TV-Connected Device for Gaming

Perceptions of Primary CTV Platforms

• Attitudes Towards Video Services by Primary Connected TV Platform
• Average Number of OTT Service Subscribed by Primary Connected TV Platform
• Average Monthly Spending on OTT Services by Primary Connected TV Platform
• OTT Video Service Model Usage by Primary Connected TV Platform
• Free Ad-Based Video Services Usage by Primary Connected TV Platform
• Social/User Generated Content Platform Usage by Primary Connected TV Platform

Brand Perceptions

• Consumer Brand Perceptions
• Attitude Towards Connected TV Ecosystems
• Agree with Ecosystem Integration for Video Devices by Age
• Attitudes Toward Connected TV Ecosystems by Most Used Smart TV OS
• Attitudes Toward Connected TV Ecosystems by Most Used Streaming Media Player OS
• Familiarity of TV Technologies and Features
• Familiarity with Smart TV Features by Most Used Smart TV OS

Smart TV and Streaming Media Player Purchases

• Consumer Electronics Products Purchased in the Last 6 Months
• Consumer Electronics Devices Purchase Intention
• Top Brands of Smart TV Purchased or Received
• Top Brands of Streaming Media Player Purchased or Received
• Demographic Breakdown of Connected TV Device Users

Purchase Drivers: Smart TVs and Streaming Media Players

• Top 5 Important Features Considered for Future Smart TV Purchases
• Top 5 Important Features Considered for Smart TV Purchases
• Platforms Used to Control Smart Home Device
• Most Used Platform Used to Control Smart Home Devices
• Top Reasons for Smart TV Brand Preference
• Top Reasons for Smart TV Brand Preference by Smart TV OS Adoption
• Top Reasons for Smart Steaming Media Player Brand Preference
• Top Reasons for Smart Steaming Media Player Brand Preference by Streaming Media Player Brand
• Important Features Impacting Smart TV Purchase Decision, Trending
• Important Features Impacting Smart TV Purchase Decision by Smart TV OS Adoption

Satisfaction

• Consumer Electronics Devices: Net Promoter Score
• Net Promoter Score for Consumer Electronics Devices by Major Brands
• Satisfaction Level of Features on Primary Connected Devices
• Satisfaction Level of Features by Primary Connected Devices

Appendix