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消費者の選択:有料テレビとオーバーザトップ

The Buyer's Journey - Pay TV vs. OTT

 

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8月US$7,500
電子ファイル
58

サマリー

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、オーバーザトップと有料テレビの購入における消費者の道筋を明示している。様々なサービスの採用や、有料テレビやOTT動画の購入において、それ以外にもどの程度検討しているかについて述べている。コンテンツサービス、サービスレベル、ユーザ体験、機能性などの意思決定の要因や消費者の期待について記載している。ミレニアル世代とその他の年齢層などの様々な消費者セグメントを比較し、その類似性や差異についてや、サービスプロバイダがどのようにアプローチすべきかについても述べている。

This study explores the process that consumers go through when purchasing OTT and pay-TV services. It examines adoption of various services and the degree to which pay TV and OTT video complement or compete with each other in purchase considerations. It evaluates decision criteria and consumer expectations, including content offerings, service tiers, user experience, and features. The study also compares different consumer segments, including millennials and other demographic groups, to understand their similarities, differences, and how service providers can best reach them.



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

Penetration and Growth Rates

Pay-TV Service Subscriptions (2011 - 2019)

Overall OTT Service Subscriptions (2015 - 2019)

Number of OTT Service Subscriptions (2014 - 2019)

Service Subscription Drivers

Reasons for Subscribing to Pay-TV Service (Q1/19)

Reasons for Subscribing to Subscription OTT Service (Q1/19)

Reasons for Subscribing to vMVPD Service (Q1/19)

Service Discovery and Buying Decisions

Sources Used for Discovering Ad-Supported Services (Q1/19)

Informative Sources Used: Pay-TV vs. vMVPD Services (Q1/19)

Demographic Distribution of Sources Used To Find Information About Online Video Service (Q1/19)

Time Spend On Consideration Before Subscribing: vMVPD vs. Pay-TV Service (Q1/19)

Service Selection Criteria

Factors Influencing Subscription OTT Service Subscription (Q1/19)

Factors Influencing Service Selection: vMVPD vs. Pay-TV Service (Q1/19)

Reasons for Using Ad-Supported Service (Q1/19)

Service Trials and Consideration

Number of Service Subscribed Post Trial Period (Q1/19)

Number of Services Subscribed Post Trail by Number of Services Trailed (Q1/19)

Service Subscription

Methods Used to Subscribe to Subscription OTT (Q1/19)

Methods Used to Subscribe to Subscription OTT Among OTT, Pay-TV Subscribers (Q1/19)

Pay-TV Vs. OTT Service Subscription (2018 - 2019)

Demographic Distribution of Pay-TV and OTT Subscribers Segment (Q1/19)

US Pay-TV Market Share (2016 - 2019)

OTT Service Subscriptions (2017 - 2019)

OTT Service Use by Business Model (2018 - 2019)

Subscriber Sentiment

Traditional Pay-TV Service Net Promoter Score (Q1/19)

Net Promoter Score: Pay-TV Service Operators (2018 - 2019)

Attitude Towards Use of Video Service by OTT and Pay-TV Service Subscribers (Q1/19)

Satisfaction with Online Video Services (Q1/19)

Net Promoter Score: OTT Services (2018 - 2019)

Video Service Feature Experience by Service (Q1/19)

Service Switching and Cancellation

Cancellation of OTT Services (Q1/19)

Reasons for Cancelling OTT Service (Q1/19)

Incentives Inhibiting Churn of OTT Services (Q1/19)

 

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