OTT Video Services: Purchasing and Perceived Value

As the OTT video service market matures, services of all types are searching for ways to stabilize their customer base and revenues. This study examines current perceptions, adoption, and use among consumers for SVOD, AVOD, and TVOD OTT video services, including average amount spent, number of services taken per household, drivers of adoption, and OTT service churn.

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Consumer Analytics: Access and Entertainment Track

Executive Summary

Industry Insight

Key Findings & Market Impact

OTT Service Adoption

Overall OTT Service Subscriptions (2016 - 2018)

OTT Category Service Subscription (2017 - 2018)

Number of OTT Service Subscriptions (2014 - 2018)

OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT (2017 - 2018)

OTT Service Subscriptions (2012 - 2018)

Top Sports OTT Video Subscriptions (Q3/2018)

OTT Service Subscription Package (2016 - 2018)

Use of Free / Ad-based OTT Video Services (2017 - 2018)

Use of Transactional OTT Services (2017 - 2018)

Subscription OTT Service Use vs. Free / Ad-based OTT Service Use (2017-2018)

Self-Aggregator Households (Q3/18)

Perceived Value of Video Content

Most Enjoyed Leisure Activities (Q3/18)

Types of Enjoyable Channels/Programming (Q3/18)

Service Feature Expectations at Incremental Pricing

Testing Consumer Expectations of OTT Service Features

OTT Expected Feature at Incremental Pricing: Resolution (Q3/18)

OTT Expected Feature at Incremental Pricing: Number of Streams (Q3/18)

OTT Expected Feature at Incremental Pricing: Advertising (Q3/18)

OTT Expected Feature at Incremental Pricing: Platforms (Q3/18)

OTT Expected Feature at Incremental Pricing: Library Updates (Q3/18)

OTT Expected Feature at Incremental Pricing: Content (Q3/18)

OTT Expected Feature at Incremental Pricing: User Experience (Q3/18)

OTT Expected Feature at Incremental Pricing: Service Enhancements (Q3/18)

Monthly Expenditure on Video Entertainment

Average Household Expenditure on Video Entertainment by Video Sources (2012 - 2018)

Average Monthly Expenditure on Non-Pay-TV Video Entertainment (Q3/18)

Average Household Monthly Expenditure on Internet Video (2012 - 2018)

Average Monthly Expenditure on Subscription OTT Video by Service (Q3/18)

Service Trials and Conversions

OTT Trials and Conversion – Past Six Months (Q3/18)

Number of Trials - Past Six Months (Q3/18)

OTT Subscription Conversions from Free Trial (Q3/18)

Success Rate by Trialer Type (Q3/18)

Number of Service Subscription by Trialer Type (Q3/18)

Service Provider Perceptions

Reasons for Subscribing: vMVPDs vs. Other OTT Services (Q3/18)

Reasons for Subscribing by OTT Service (Q3/18)

Top 3 OTT Services Subscribed to by Specific vMVPDs Subscribers (Q3/18)

Net Promoter Score: Video Services (Q3/18)

Net Promoter Score: vMVPD (Q3/18)

Net Promoter Score: Pay-TV Service Operators (2017 vs. 2018)

Appendix

Publish Date: 1Q 2019

Slides: 59


Authored By:
Brett Sappington - Senior Research Director and Principal Analyst
Michael Tuck - Researcher
Yilan Jiang - Director
Pooja Kamble - Researcher

Published by Parks Associates
© March 2019

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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