サマリー
この調査レポートは、多様な価格帯でのプレミアムVODについて、特に劇場公開当日または1週間経過したタイトルの購入とレンタルに対する消費者の関心度について調査しています。
On-demand video has historically been limited to older content that had long lost its sales luster, a reasonable strategy given high demand for new DVDs and record-breaking profits for Hollywood studios. But with DVD sales tanking and emerging channels (i.e., digital distribution) failing to make up for the revenue gap, a consensus is developing that distribution strategies must change, and soon.
This report explores two early release windows and evaluates consumer receptivity to purchasing or renting “premium” VoD titles at various price points - in particular, releases same-day and a week-after. Yes, these are very aggressive release windows, but if demand cannot be supported at these consumer-optimal release dates, it is unlikely to be supported for later releases given similar fees.
目次
Key Findings
1 Introduction
1.1 Preliminary Comments
1.2 Methodology
2 Premium Video Rental Windows - The Consumer Speaks
2.1 General Value of Early Rental Windows
2.2 Price/Demand Trade-Offs of Same-Day and Week-After Rentals
2.2.1 Same-Day Releases
2.2.2 Week-After Releases
2.2.3 Comparing Demand and Price Sensitivity
2.3 Impact of Same-Day Rentals on Future Rental/Purchasing Behavior
2.4 Specific Value of Same-Day Purchasing
3 Interest in Early Rental Windows by Frequency of Theater Attendance
3.1 Frequency and Windows of Theater Attendance
3.2 Appeal of Early Rental Windows
3.2.1 Same-Day Rentals
3.2.2 Week-After Rentals
3.3 Impact of Additional Premiums on Early Rentals
3.4 Impact of Same-Day Rentals on Future Rental/Purchasing Behavior
3.5 Specific Value of Same-Day Purchase
4 Interest in Early Release Windows by DVD/Blu-ray Rental
4.1 DVD/Blu-ray Rental Habits
4.2 Appeal of Early Rental Windows
4.2.1 Same-Day Rentals
4.2.2 Week-After Rentals
4.2.3 Comparison
4.3 Impact of Additional Premiums on Early Rentals
4.4 Impact of Same-Day Rentals on Future Rental/Purchasing Behavior
4.5 Specific Value of Same-Day Purchase
5 Interest among DVD/Blu-ray Buyers
5.1 Disc Purchasing Habits
5.2 Appeal of Early Rental Windows
5.2.1 Same-Day Rentals
5.2.2 Week-After Windows
5.2.3 Comparison
5.3 Impact of Additional Premiums on Early Rentals
5.4 Impact of Same-Day Rentals on Future Rental/Purchasing Behavior
5.5 Specific Value of Same-Day Purchase
6 Digital Rentals
6.1 Quantifying the Use of On-Demand Rental Services
6.2 Online VoD-Related Insights
6.2.1 Value of Early Rental Windows
6.2.1.1 Same-Day Rentals
6.2.1.2 Week-After Windows
6.2.1.3 Comparison
6.2.2 Impact of Additional Premiums on Same-Day Premium Rental Demand
6.2.3 Impact of Same-Day Rentals on Future Rental/Purchasing Behavior
6.2.4 Specific Value of Same-Day Purchase
6.3 PayTV VoD-Related Insights
6.3.1 Appeal of Early Rental Windows
6.3.1.1 Same-Day Rentals
6.3.1.2 Week-After Windows
6.3.2 Comparison
6.3.3 Impact of Additional Premiums on Same-Day Rentals
6.3.4 Impact of Same-Day Rentals on Future Rental/Purchasing Behavior
6.3.5 Specific Value of Same-Day Purchase
List of Exhibits
Exhibit 1 - Value 0f Same-Day and Week-After Premium Rentals
Exhibit 2 - Likely Demand for Same-Day Rentals at $5, $10, $15, and $20 Extra
Exhibit 3 - Likely Demand for Week-After Rentals at $5, $10, $15, and $20 Extra
Exhibit 4 - Comparing Likely Demand for Same-Day and Week-After Premium Rentals
Exhibit 5 - Impact of Early Rentals on Future Movie Viewing Behavior
Exhibit 6 - Likely Additional Purchase Price for Early-Release Movie Purchase
Exhibit 7 - Number and Time of Theater Visits During Last Six Months
Exhibit 8 - Frequency of Theater Attendance and Value of Same-Day Rentals
Exhibit 9 - Frequency of Theater Attendance and Value of Week-After Rentals
Exhibit 10? Frequency of Theater Attendance and Appeal of Same-Day Rentals with Extra Fees
Exhibit 11? Frequency of Theater Attendance and Appeal of Week-After Rentals with Extra Fees
Exhibit 12 - Impact of Same-Day Rentals on Future Rental/Purchasing Behavior by Frequency of Theater Attendance
Exhibit 13 - Reasonable Same-Day Purchase Premium by Theater Attendance
Exhibit 14 - Number of DVDs and Blu-ray Discs Rented in Last Six Months
Exhibit 15 - Frequency of Disc Rental and Value of Same-Day Rentals
Exhibit 16 - Frequency of Disc Rental and Value of Week-After Rentals
Exhibit 17 - Same-Day versus Week-After Top 2s Across Historical Disc Rentals
Exhibit 18 - Historical Disc Rentals and Same-Day Rentals with Extra Fees
Exhibit 19 - Historical Disc Rentals and Week-After Rentals with Extra Fees
Exhibit 20 - Impact of Same-Day Rentals on Future Movie Behavior among Disc Renters
Exhibit 21 - Reasonable Same-Day Purchase Premium by Rental Frequency
Exhibit 22 - Number of DVDs and Blu-ray Discs Purchased in Last Six Months
Exhibit 23 - Disc Purchases and Value of Same-Day Rentals
Exhibit 24 - Disc Purchases and Value of Week-After Rentals
Exhibit 25 - Comparison of Same-Day and Week-After Top 2s Across Historical Disc Purchases
Exhibit 26 - Disc Purchases and Same-Day Rentals with Extra Fees
Exhibit 27 - Disc Purchases and Week-After Rentals with Extra Fees
Exhibit 28 - Impact of Same-Day Rentals on Future Rental/Purchasing Behavior among Disc Buyers
Exhibit 29 - Reasonable Same-Day Purchase Premium by Disc Purchase Frequency
Exhibit 30 - Number of PayTV Operator On-Demand Movies Rented in Last Six Months
Exhibit 31 - Online On-Demand Rental Frequency and Value of Same-Day Rentals
Exhibit 32 - Online On-Demand Rental Frequency and Value of Week-After Rentals
Exhibit 33? Comparison of Same-Day and Week-After Top 2s Across Historical On-Demand Use
Exhibit 34 - Historical Online On-Demand Rentals and Same-Day Rentals with Extra Fees
Exhibit 35 - Historical Online On-Demand Use and Week-After Rentals with Extra Fees
Exhibit 36 - Impact of Same-Day Rentals on Future Rental/Purchasing Behavior among Online VoD Users
Exhibit 37 - Reasonable Same-Day Purchase Premium by Online VoD Rental Frequency
Exhibit 38 - PayTV On-Demand Rental Frequency and Value of Same-Day Rentals
Exhibit 39 - PayTV On-Demand Rental Frequency and Value of Week-After Rentals
Exhibit 40 - Comparison of Same-Day and Week-After Top 2s Across Historical PayTV On-Demand Use
Exhibit 41 - Historical PayTV On-Demand Rentals and Same-Day Rentals with Extra Fees
Exhibit 42 - Historical PayTV On-Demand Use and Week-After Rentals with Extra Fees
Exhibit 43 - Impact of Early Rental Windows on Future Rental/Purchasing Behavior among PayTV VoD Users
Exhibit 44 - Reasonable Same-Day Purchase Premium by Disc Purchase Frequency
新しいプレミアムVoDの値付けが需要を阻んでいる
現在のレンタルウィンドウのプレミアムのレベルでは、消費者を魅了できないとTDGリサーチ社は報告
テキサス州フリスコ、2010年4月4日
米国調査会社TDGリサーチ社の調査レポート「プレミアムVODレンタルウィンドウの消費者調査 ー Premium Video-on-Demand Rental Windows - The Consumer Speaks」は、まもなくDirecTVやComcastが開始するプレミアムVOD(pVoD)サービスは、値付けが高すぎて大きな需要を引き起こせないだろうと報告している。この調査レポートは、劇場公開同日と公開1週間後という、価格に敏感で様々なプレミアムのある、消費者に人気の2つのレンタルウィンドウについて調査している。
ワーナーブラザース、ソニー、ユニバーサル、20世紀フォックスは、テレビ局とハリウッドスタジオが、そのタイトルがもう大きな興行収益をもたらさないと判断した場合には、公開の60日後(現在のウィンドウは90日後)にレンタルを配信する、新しい「ホームプレミア」というブランドのもとに、プレミアムVoDサービスをスタートしようとしている。消費者が支払う料金は約30ドルで、現在のリリースウィンドウのHDレンタル料金の5ドルに比べると約6倍である。
このようなウィンドウの調査をするにあたって、TDGリサーチ社は、2つの最も人気のあるVoDシナリオである劇場公開同日と公開1週間後を選択したが、劇場公開の同日に、DVDのレンタルやオンデマンドに20ドルも余分に支払わないのであれば、60日後に20ドル余分には支払わないと考えるのが現実的だろう。「ウィンドウの価格帯の極端なケースを分析することによって、基本的なロジックを知ることができるだろう」とTDGリサーチ社のMichael Greeson氏は語る。
(後略)
[プレスリリース原文]
New Premium VoD Pricing Schemes Will Undermine Demand
New Research from TDG Shows Even Aggressive Rental Windows
Are Unlikely to Attract Sufficient Consumer Response at Today’s Premium Levels
Frisco, TX (April 4, 2010) – According to new research from The Diffusion Group (TDG), premium video-on-demand (pVoD) services such as those soon to launch from DirecTV and Comcast are priced too high to support significant demand. TDG’s new report, Premium Video-on-Demand Rental Windows – The Consumer Speaks, examines consumer receptivity to two aggressive rental windows—same-day and week-after theatrical release—as well as price sensitivity to these rentals at various premiums.
At the moment, Warner Bros., Sony, Universal, and 20th Century Fox have signed on to provide content for the new “Home Premiere” premium VoD service, the brand under which TV operators and Hollywood studios will collaborate to distribute rentals 60 days after their theatrical debut (compared to the current window of 90 days), assuming the title in question is no longer yielding significant theatrical revenue. The cost to the consumer will be around $30, approximately six times the cost of a $5 non-HD rental in existing release windows.
In examining the appeal of such windows, TDG chose the two most aggressive premium VoD scenarios—same-day and week-after theatrical release—for if consumers are unlikely to pay an extra $20 to rent a DVD or on-demand title the same day it appears in theaters, it is unrealistic to expect them to pay an extra $20 if released 60 days after theatrical premier. “By assuming the extreme case,” notes Michael Greeson, TDG founding partner and author of the new report, “we are able to test much more than the appeal of a particular price point or window; we are able to test the fundamental logic of the model itself.”
TDG examined likely pVoD demand at four premium points including $5, $10, $15, and $20 above standard rentals fees. When asked of their willingness to pay a $20 premium (meaning $25 in total cost) for a same-day rental, only 8% of consumers are highly likely to rent the title. On the other hand, 21% are highly likely to spend an extra $5 for a same-day rental, suggesting that, while they may see the general value of early rental releases, consumers are unlikely to pay the more sizable premiums currently under consideration.
“The tactical terrain between theatrical debut and the 90-day rental horizon is vast,” said Greeson, “so the industry has a variety of timing and pricing options available. And, yes, the 60-day model may have a future, but not at these price points.”
Premium Video-on-Demand Rental Windows – The Consumer Speaks examines the viability of aggressive rental windows, offering insight into perceived value, willingness to rent at specific premiums, and how these perceptions vary by specific video behaviors included theater attendance, disc rentals and purchases, and the use of on-demand services, both operator-driven and online. As well, the report discusses the likely impact of advanced rentals on theater attendance, disc rentals/purchases, and on-demand behavior.
