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この調査レポートは、キャリアのオーバーザトップ(OTT)ブロードバンドサービスのユーザ調査を行い、その特徴を分析しています。

This report identifies four non-overlapping OTT-dependent segments (Replacers, Supplementers, Optimals, and Non-OTT Consumers) and analyzes the characteristics that define and distinguish each segment, including demographics, psychographics, TV viewing and subscription habits, technology dispositions, interest in alternative TV services, and a host of other characteristics. The data reveals an emerging market comprised of very different consumer segments with different motivations and service expectations.

Summary

TDG’s quantum theory of media suggests that, as open broadband connections reach deeper into our lives and establish new points of contact, consumers will enjoy greater choice and exert more influence over media. This premise has fueled the “any content, anywhere, anytime, any device” mantra which characterizes the “digital home” and “connected consumer” market spaces.The emergence of alternative home video services such as Over-the-Top (OTT) are early examples of quantum media in action. With a broadband connection to the TV (either direct or via a home network), consumers will have access to the growing array of online video services today enjoyed on a PC monitor.

An all-too-frequent mistake made by both OTT enthusiasts and detractors is casting the model strictly as a “Cord Cutting” phenomenon and thus directly competitive with basic PayTV services. Yes, OTT-as-replacement services are aimed squarely at the undermining the base PayTV service relationship. OTT-as-supplement services, however, can either be competitive or collaborative. They can be competitive in the sense that they can steal high-margin value-added service revenue from incumbents (e.g., Vudu offers a much better video-on-demand service than most cable operators) and collaborative in the sense that can expand an incumbents service offerings (e.g., Vudu provides an excellent way for smaller cable operators to add VOD to their service mix).

This report identifies four non-overlapping OTT-dependent segments (Replacers, Supplementers, Optimals, and Non-OTT Consumers) and analyzes the characteristics that define and distinguish each segment, including demographics, psychographics, TV viewing and subscription habits, technology dispositions, interest in alternative TV services, and a host of other characteristics. The data reveals an emerging market comprised of very different consumer segments with different motivations and service expectations.

The Diffusion Groupより、無料レポート「Over-the-Top, Cord-Cutting and the Consumer」が 発行されています。詳細はこちらをご覧ください。

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Table of Contents

Key Findings

1.0 Introduction

1.1 Preliminary Comments
1.2 Methodology

2.0 Identifying OTT Intenders

2.1 Segmenting the market by OTT Status

3.0 OTT Segment Profile - Consumer Electronic Ownership

3.1 Home TVs
3.1.1 Types of TVs in Use
3.1.2 Proclivity to Purchase New HDTV Set
3.1.3 Proclivity to Spend More for Internet-Enabled HDTV Set
3.2 Home Theater Ownership
3.3 Current Generation Game Console Ownership

4.0 OTT Segment Profiles ? PayTV Services

4.1 Primary Home PayTV Service
4.2 Service Tenure
4.3 Number of Channels to Which Consumers Subscribe
4.4 Hours per Week Spent Viewing TV
4.5 Subscription to Value-Added PayTV Services
4.6 Monthly PayTV Expenses
4.7 Satisfaction with and Value Perception of Current PayTV Service
4.8 Likelihood of Service Churn
4.9 Likelihood of Service Downgrade
4.10 Satisfaction with Forced Program Tiers or Packages/Lack of A La Carte

5.0 OTT Segment Profiles ? Broadband and Home Network Usage

5.1 Broadband Service Subscriptions
5.2 Home Network Usage
5.3 Ancillary Video Platforms Connected to the Home Network

6.0 OTT Segment Profiles - Web Video Usage

6.1 Hours per Week Spent Using the Web
6.2 Online Video Viewing
6.2.1 Generally
6.2.2 Frequency of Viewing Online Video

7.0 OTT Segment Profile ? Video Content Preferences

7.1 Interest in Specific Web-to-TV Content Delivery
7.2 Price Sensitivity towards Web-to-TV Video Access
7.3 “Desert Island 10” ? Most Desirable Channels for a Broadband TV Service

8.0 OTT Profile - Demographics

8.1 Gender
8.2 Age
8.3 Ethnicity
8.4 Income
8.5 Education
8.6 Residential Status
8.7 Residential Setting
8.8 Number of Occupants per Household
8.9 Technological Dispositions
8.9.1 PC Skills
8.9.2 Tech Adopter Status

List of Tables

Table 1 - Number of Channels Included in Current PayTV Subscription
Table 2 - Number of Channels Which Consumers Watch A Couple Times per Week
Table 3 - Weekly TV Viewing
Table 4 - Hours per Week Spent Using the Web
Table 5 - Personal Hours per Week Spent Viewing Online Video
Table 6 - OTT Status and Web-to-TV Content Preferences
Table 7 - OTT Status and Top 1-13 Linear Channels Preferred for OTT Service
Table 8 - OTT Status and Top 14-36 Linear Channels Preferred for OTT Service

List of Figures

Figure 1 - Sony’s Digital Video Service Rollout Strategy
Figure 2 - The Connected Multi-Source Television - an In-Home Topology
Figure 3 - Evolution of OTT Video Revenue Sources
Figure 4 - Segmentation by OTT Status
Figure 5 - Ownership of Various Types of TVs
Figure 6 - Proclivity to Purchase New HDTV Set
Figure 7 - Additional Amount HDTV Intenders Would Spend for TV-Based Internet Access
Figure 8 - Home Theater Ownership
Figure 9 - Current Generation Game Console Ownership
Figure 10 - Primary PayTV Service in Use
Figure 11 - PayTV Service Tenure
Figure 12 - Light, Moderate, and Heavy TV Viewing
Figure 13 - Subscription to Value-Added PayTV Services
Figure 14 - Current Monthly PayTV Expenses
Figure 15 -- Satisfaction with PayTV Service
Figure 16 - Perceived Value of PayTV Service
Figure 17 - Proclivity to Change PayTV Providers in Next Six Months
Figure 18 - Primary Reason for Wanting to Switch PayTV Provider
Figure 19 - Proclivity to Downgrade Level of Service in Next Six Months
Figure 20 -- Primary Reason for Wanting to Downgrade PayTV Service
Figure 21 - View of Current Prepackaged Content Tiers
Figure 22 - Type of Residential Broadband Service in Use
Figure 23 - Home Network Familiarity and Use among Broadband Households
Figure 24 - Networked Video Platforms among OTT Segments
Figure 25 - Online Video Viewing by Segment
Figure 26 - Online TV Viewing by Segment
Figure 27 - Price Sensitivity towards Web-to-TV Video Access
Figure 28 - OTT Status and Gender
Figure 29 - OTT Status and Age
Figure 30 - OTT Status and Education
Figure 31 - OTT Status and Income
Figure 32 - OTT Status and Residential Status
Figure 33 - OTT Status and Residential Setting
Figure 34 - OTT Status and Number of Home Occupants
Figure 35 - OTT Status and PCs Skills
Figure 36 - OTT Status and Tech Adopter Status

オーバーザトップの初期市場は、非固定電話所有者でなく補足的な利用によって促進

テキサス州ダラス、2009年7月16日
米国調査会社The Diffusion Groupの調査レポート「オーバーザトップ(OTT)ブロードバンドユーザ調査:プロフィール、動機、需要 - Over-the-Top Broadband Enthusiasts - Who Are They, What Drives Them, and What Do They Want?」は、ブロードバンドビデオのエコシステムについて調査し、オーバーザトップ(OTT)ブロードバンドビデオサービスの需要は、考えられているよりも複合的であり、様々な消費者の様々なニーズによって成り立っていると報告している。この調査レポートは、それぞれのセグメントを特定しており、「コードカッター」や「乗り換え利用者」というのは、ひとつのセグメントに過ぎないとしている。

識者は、固定電話を所有しなくなるユーザー(コードカッター)や、OTTの長期的な可能性について強調しすぎた。既存通信会社にとっても競争的企業にとっても、このような論理に陥るのは危険である。OTTビデオ配信の長期的な可能性は確実であり、固定電話の解約に対する影響は少ない。実際、OTTプロバイダの最も早いビジネスチャンスは、既存の有料テレビサーボイスの補足であって、固定電話の代わりではない。

この調査レポートは、OTTの4つの関連するが重複しないセグメントである、代替的な利用、補足的な利用、最適な利用、非OTT加入者を明示し、それぞれの利用者の統計的特性、心理、テレビ鑑賞、加入習慣、技術特性、代替テレビサービスへの関心、その他の特性を特定している。これらのデータにより、この新しい市場の消費者セグメントのそれぞれの様々な特性を示している。

(原文)
Early Over-the-Top Market Will Be Driven By Supplementers, Not "Cord Cutters"