TIVO-2017年Q3网络视频和付费电视趋势报告（英文）-2017-39页

Q3 2017 Online Video and Pay-TV Trends Report Summary

Core Content Overview

This report provides an in-depth analysis of consumer behavior across pay-TV, OTT, and connected devices in Q3 2017. It highlights key trends in viewing habits, dissatisfaction with pay-TV services, and the growing interest in personalized content discovery and à la carte packages.

Main Findings

Pay-TV Service Usage and Dissatisfaction

• 82.8% of respondents have pay-TV service, with 20.2% cutting service in the last 12 months. This represents a slight decrease from previous quarters, indicating a potential stabilization in service cuts.
• 45.9% of those without pay-TV service use an antenna for basic channels, with minimal growth over the past year.
• The top reasons for cancelling pay-TV service are:
  • Price - Too expensive (85%)
  • Use of internet streaming services (41.5%)
  • Use of an antenna for basic channels (23.6%)
• 46.4% of respondents with pay-TV service are considering switching providers in the next six months, signaling a significant churn risk.

Customer Satisfaction and Value Perception

• 50.8% are satisfied with pay-TV service, and 31.7% are very satisfied.
• 17.5% are unsatisfied, with the dissatisfaction rate decreasing over the past three years.
• The average monthly bill for TV services only is $93.10 for satisfied users and $102.23 for unsatisfied users, highlighting a clear link between cost and satisfaction.
• TiVo emphasizes the importance of improving content discovery and streamlining user experience to retain customers.

À La Carte Packages

• 82% of respondents want to pay only for the channels they watch, with a slight increase in interest compared to previous quarters.
• The average price for an à la carte package is $31.17 per month, with an average of 22 channels desired.
• In the U.S., the average price is $34.45, while in Canada, it is $24.85.
• HBO is the most desired channel, with $2.53 per channel being the highest willingness to pay.

TV Viewing Habits

• 90.9% watch live TV daily, with a 5.2 percentage point increase year-over-year.
• 66.9% watch previously recorded content daily, with 32.8% watching 1-3 hours per day.
• 62.4% watch OTT/streaming content daily, with 30.1% watching 1-3 hours per day.
• 41.2% prefer a unified guide that combines all available content, indicating a growing demand for cross-catalog experiences.

OTT Trends

• 63.6% of respondents use monthly SVOD services, with a 7.3 percentage point increase over two years.
• Netflix, Amazon Prime Video, and Hulu remain the top SVOD services, with Netflix at 51%, Amazon Prime Video at 22.1%, and Hulu at 12.9%.
• SVOD engagement has increased, with 15.2% of respondents spending $9-11 per month on SVOD, and 11.6% spending $25-30+ per month.
• Hulu with Live TV has 2% adoption, showing early traction.

Cross-Catalog and Content Discovery

• 41.2% of respondents prefer a unified guide across all video apps and pay-TV services, a significant increase from previous quarters.
• 22% of respondents would like their guide converted to a carousel format, showing interest in more intuitive navigation.
• 35% would like to keep the traditional guide and carousel format.

Key Insights and Recommendations

• Pay-TV providers should focus on cost management and integrated content discovery to address dissatisfaction and reduce churn.
• À la carte packages are increasingly desired, suggesting a potential shift in consumer preferences.
• Cross-catalog experiences are becoming more important as viewers access multiple services.
• Improved customer service and streamlined user interfaces are critical for maintaining viewer loyalty.
• TiVo recommends that providers implement unified guides, personalized recommendations, and streamlined content access to better meet consumer expectations.

Conclusion

The Q3 2017 report underscores a growing consumer demand for more flexible, cost-effective, and intuitive TV viewing experiences. While pay-TV remains a dominant medium, the rise of OTT and the desire for à la carte options signal a need for innovation and adaptation. Providers must address dissatisfaction with pricing, channel selection, and customer service to retain subscribers and stay competitive in an evolving market.