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広告支援のオーバーザトップ(OTT):視聴者と利用

Ad-Supported OTT: Viewers and Use

 

出版社 出版年月電子版価格 ページ数
Parks Associates
パークスアソシエイツ社
2019年10月US$7,500
電子ファイル
63

サマリー

AVOD(Advertising Video On Demand、アドバタイジング・ビデオ・オン・デマンド)などの広告支援によるOTT動画サービスは、消費者の視聴やコンテンツ配信戦略における重要性を増している。これらのサービスは、ユーザに無料のコンテンツ視聴という選択肢を提供し、加入サービスを提供する企業のビジネスモデルを超えるものを提供している。米国調査会社パークスアソシエイツ社(Parks Associates)の調査レポート「消費者の選択:有料テレビとオーバーザトップ」は、主な広告支援によるOTT動画さーびうの発見、理解、利用について記載し、これを利用する消費者の性格やモチベーションを査定している。

AVOD and other ad-supported OTT video services have become an increasingly important part of consumer viewing and content distribution strategies. These offerings provide users with a free option for content and industry players with a business model that goes beyond the limitations of subscription services. This study examines discovery, uptake, and use of leading ad-supported OTT video services and examines characteristics and motivations for consumers that use them.



目次

Market Overview

  • Use of Video Services (Q1/19)
  • Use of Advertising-Based OTT Video Services (2018 - 2019)
  • Use of Traditional Pay-TV vs. OTT SVOD Among Advertising-Based OTT Video Users (Q1/19)
  • Use of Video Services Among Advertising-Based OTT Video Users (Q1/19)
  • Use of Video Services by Advertising-Based OTT Video Service (Q1/19)
  • Traditional Pay-TV and Internet ARPU Among Advertising-Based OTT Video Users (Q1/19)
  • Use of Video Services by Age (Q1/19)
  • Use of Video Services by Income (Q1/19)
  • Gender Breakdown by Advertising-Based OTT Video Service (Q1/19)
  • Age Breakdown by Advertising-Based OTT Video Service (Q1/19)
  • Income Breakdown by Advertising-Based OTT Video Service (Q1/19)
  • Education Breakdown by Advertising-Based OTT Video Service (Q1/19)
  • Children in Home by Advertising-Based OTT Video Service (Q1/19)
  • Service Satisfaction: SVOD vs. AVOD Services (Q1/19)
  • Use of Linear vs. AVOD Advertising-Based OTT Video (Q1/19)

Service Use and Discovery

  • Use of Ad-Based OTT Video Service by Service Type (Q1/19)
  • Frequency of Using AVOD OTT Service by Individual Services (Q1/19)
  • Primary Device by Advertising-Based OTT Video Service (Q1/19)
  • Most Used Streaming Media Player Among Advertising-Based OTT Video Users  (Q1/19)
  • Discovery of Advertising-Based OTT Video Services (Q1/19)
  • Discovery by Advertising-Based OTT Video Service (Q1/19)
  • 1st Step in Content Discovery Process by Service Type (Q1/19)

Factors and Attitudes Driving Usage

  • Reasons for Using Ad-Based OTT Services (Q1/19)
  • Factor and Cluster Analyses
  • Reasons for Using Ad-Based OTT Services (Q1/19)
  • Six factor groups representing distinct drivers for using ad-based OTT services
  • Advertising-Based OTT Video Service Segments (Q1/19)
  • Gender by Segment (Q1/19)
  • Age by Segment (Q1/19)
  • Children in Home by Segment (Q1/19)
  • Satisfaction with Advertising-Based OTT Video Services by Segment (Q1/19)
  • Attitudes Towards Ad-Based OTT Services (Q1/19)

Video Service Piracy

  • Activities Performed to Access Online Video/Music Programs by Service Type (Q1/19)
  • Attitudes Towards Sharing Music/Video Services or Using Unlicensed Copies by Service Type (Q1/19)

 

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