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US Video Services: Shifting Demand

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    Report

  • 90 Pages
  • October 2023
  • Region: United States
  • Parks Associates
  • ID: 5893086

This research provides a comprehensive view of the traditional pay-TV, streaming TV, and OTT services market across subscription, ad-based, and transactional business models. It details shifting consumer preferences, with historical trending data on adoption, satisfaction, and churn for pay-TV and OTT services. It details top causes of service churn and consumer receptivity to new service features and retention incentives.

Table of Contents


Survey Methodology and DefinitionsPay-TV Definitions and CategorizationVideo Services EcosystemKey Terms and Definitions
Executive Summary
  • Pay-TV & OTT Service Subscription Trend
  • Pay-TV Adoption by Service Type
  • Number of OTT Service Subscriptions
  • Spending on Video Services: Traditional Pay TV vs. SVOD Services
  • OTT Service Use by Business Model
  • OTT Subscriber Churn
  • OTT Churn Triggers
  • OTT Service Retention Options
The Big Picture: Pay-TV vs. Streaming
  • Penetration of Traditional vs. OTT Video Services
  • Pay-TV & OTT Service Subscription Trend
  • Pay-TV and OTT Service Subscription Mix
  • Spending on Video Services: Traditional Pay TV vs. SVOD Services
Pay-TV: From Traditional to Streaming TV
  • Pay-TV Adoption by Service Type
  • Market Segments: Pay-TV Subscribers, Cord Cutters, and Cord Nevers
  • Last Subscription to Pay-TV Service
  • Traditional Pay-TV Service Provider Market Share, YoY
  • Overall vMVPD Service Adoption
  • Streaming TV Service Adoption, YoY
  • Pay TV Subscriber Access to Streaming Services via Set-top Box
  • Intention to Make Changes to Pay-TV Service
  • Reasons for Switching from a Traditional to Streaming TV Service
  • Reasons for Switching from a Streaming to a Traditional Pay-TV Service
  • Important Factors of Selecting New Home Internet Provider
Pay TV: Value of New Features
  • Features Offered and Received From TV Service Provider
  • Importance of Pay-TV Service Features & Platform Accessibility
  • Appeal of Emerging Pay-TV Service Features: Home Control & Interactivity
Streaming Video: Business Models and Subscription Path
  • OTT Service Use in Prior 30 Days, by Business Model
  • OTT Business Model Use by Pay-TV Groups
  • Use of Ad-Based OTT Services in Prior 30 Days
  • Use of Transactional OTT Services in Prior 30 Days
  • Number of OTT Service Subscriptions
  • Average Number of OTT Service Subscriptions
  • Average Number of OTT Service Subscriptions by Pay-TV Groups
  • Method of Subscribing by Service Type Q3 2022
  • Method of Subscribing to OTT Services
  • Method of Subscribing by Service Type
  • Method of Subscribing to Top 10 OTT Services
SVOD Market Leaders: Adoption & User Base
  • OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT
  • OTT Video Service Use by Parent Companies
  • Major OTT Subscription Service Adoption
  • Premium Network OTT Subscriptions
  • Additional Streaming Service Subscriptions
  • Additional Streaming Service Subscriptions, Cont’d
  • Sports OTT Service Subscriptions Overall
  • Sports OTT Service Penetration
  • Fitness OTT Service Penetration
  • Age Breakdown by Major OTT Subscription
  • Gender Breakdown by Major OTT Subscription
  • Children at Home Breakdown by Major OTT Subscription
  • Household Income Breakdown by Major OTT Subscription
OTT Subscription Duration
  • Average Subscription Duration of Major and Premium OTT Services
  • Average Subscription Duration of Other OTT Services
  • Average Subscription Duration of Sports OTT Services
  • Average Subscription Duration of Fitness OTT Services
NPS Benchmarking by Sector and Services
  • Net Promoter Scores by Sector - Trending (2019-2023)
  • Traditional Pay-TV Service Provider NPS
  • vMVPD Service NPS
  • Net Promoter Score of OTT Services
  • Pay-TV Service Sentiment: Legacy vs. Streaming Pay TV
  • High Satisfaction with Current Pay-TV Service: Legacy vs. Streaming Pay TV
  • Pay-TV Content Preferences: Legacy vs. Streaming Pay TV
OTT Churn
  • OTT Subscriber Churn
  • vMVPD Services: Subscribers Cancelling OTT Service as a % of Current Subscriber Base
  • Subscribers Cancelling Service as a % of Current Subscriber Base
  • OTT and Streaming TV Subscription Behaviors
  • OTT and Streaming TV Subscription Behaviors, by Streaming TV Subscribers
  • Value of Streaming Services Bundled with Communication Services
  • OTT Churn Triggers
  • OTT Churn Triggers: vMVPDs vs. all OTT Services
  • OTT Service Retention Incentives
  • OTT Service Retention Incentives: vMVPD vs All OTT Services
Appendix