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オーバーザトップ(OTT)動画の解約、保持、ライフタイムバリュー

Churn, Retention, and Lifetime Value for OTT Video

 

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11月US$7,500
電子ファイル
69

サマリー

OTT動画市場の成熟に伴って、OTT動画サービスプロバイダは顧客獲得に注力するよりも、いっそう加入者の保持に努めようとしている。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「オーバーザトップ(OTT)動画の解約、保持、ライフタイムバリュー」は、加入サービス数やネットフリックス、フール―、アマゾン以外の採用など、OTT加入サービスについて記載している。主要なOTT動画サービスや市場全体の、解約率や加入期間についても記載している。OTT解約に影響しそうな要因や、OTTサービスプロバイダが顧客を保持することができそうなインセンティブについて明示している。

As the OTT video market matures, OTT video service providers are increasingly focused on keeping their subscribers rather than looking solely at customer acquisitions. This study explores OTT subscription service uptake, including the number of services taken and adoption beyond Netflix, Hulu, and Amazon. It measures churn rates and subscription duration among leading OTT video services and for the industry overall. It also explores the factors that affect OTT churn and the incentives that can help OTT service providers best retain their customers.



目次

Consumer Analytics: Entertainment Services Track

Key Questions Answered

Survey Methodology

Defining Heads of Broadband Households

Definitions and Abbreviations

Reading Parks Associates Charts

Executive Summary

Industry Insight

Key Findings and Market Impact

Overview of Video Services

Penetration of Traditional vs. OTT Video Services (2017-2019)

Penetration of Major Entertainment Services/ Categories (2017 - 2019)

vMVPD Service Provider (Q1/19)

Annual Churn Rates

Subscriber Churn: Service Cancellers as % of Subscriber Base (2018-2019)

OTT Service Churn (2015 - 2019)

vMVPD Service Churn (Q1/19)

Churn Rate of Leading OTT Services (Q1/19)

Netflix, Amazon, and Hulu: Subscribers Cancelling OTT Service as a % of Current Subscriber Base (2015 - 2019)

Minor SVOD Providers: Subscribers Cancelling OTT Service as a % of Current Subscriber Base  (2017-2019)

Migration between Pay-TV and vMVPD Services

Reasons for Subscribing: vMVPD Vs. Traditional Pay-TV (Q1/19)

Pay-TV Subscribers Experience with vMVPD (Q1/19)

vMVPD Subscribers Experience with Traditional Pay-TV (Q1/19)

Reasons Switching vMVPD to Traditional Pay-TV Service (Q1/19)

Motivations for OTT Churn

Reasons for Cancelling OTT Subscription (Q1/19)

Reasons for Cancelling: vMVPD vs. SVOD (Q1/19)

Reasons for Cancelling by Type Service (Q1/19)

Reasons for Cancelling by Top 3 OTT Services (Q1/19)

Use and Perception of Services by Cancellers

Frequency of Use Before Cancelling the OTT Service (Q1/19)

Frequency of Use Before Cancelling The Service: SVOD vs. vMVPD  (Q1/19)

Frequency of Use Before Cancelling SVOD Service by Top 3 OTT Services  (Q1/19)

Net Promoter Score of OTT Services Among Current and Cancelling Subscribers (Q1/19)

Average Lifetime Revenues

Average Subscription Duration of Entertainment Services (Q1/19)

Average Number of Months Subscribing to OTT Services (Q1/19)

Average Numbers of Months Subscribing to Traditional Pay TV by Provider (Q1/19)

Average Subscription Duration of vMVPD Services (Q1/19)

Average Monthly Cost of Entertainment Services (Q1/19)

Average Lifetime Revenue of Entertainment Services (Q1/19)

Average Lifetime Revenue of Subscription Traditional Pay-TV (Q1/19)

Average Lifetime Revenue of SVOD Services (Q1/19)

Average Lifetime Revenue of vMVPD Services (Q1/19)

OTT Service Recommendation and Retention Drivers

Reasons for Recommending OTT Service (Q1/19)

Reasons for Recommending OTT Service by Specified Service (Q1/19)

Reasons for Not Cancelling an OTT Service (Q1/19)

Reasons for Not Cancelling OTT Service by Specified Service (Q1/19)

Retention Options for OTT Service (Q1/19)

Retention Options for OTT Service by Specified Service (Q1/19)

Attitudes Regarding OTT Churn

Attitudes About OTT Churn (Q1/19)

Short- vs. Long-Term OTT Attitude by Age (Q1/19)

Short- vs. Long-Term OTT Attitude by Children in the Home (Q1/19)

Short- vs. Long-Term OTT Attitude by Type of Video Service (Q1/19)

Short- vs. Long-Term OTT Attitude by SVOD Provider (Q1/19)

Short- vs. Long-Term OTT Attitude by vMVPD Provider (Q1/19)

Short- vs. Long-Term OTT Attitude by Pay-TV Provider (Q1/19)

Appendix

 

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