2017年Q4在线视频和付费电视趋势报告（英文版）_44页

Q4 2017 Online Video and Pay-TV Trends Report Summary

Core Content

This report provides insights into consumer behavior across pay-TV, OTT, connected devices, and content discovery, based on TiVo's quarterly survey of 3,330 U.S. and Canadian respondents aged 18+. The survey highlights trends in subscription cancellations, pricing, content preferences, and the adoption of streaming services.

Main Points

• Pay-TV Retention: Retaining subscribers is crucial for pay-TV providers, as many who cancel do not return. Price remains the top reason for both dissatisfaction and churn.
• Cord-Cutting Trends: 85.2% of respondents have pay-TV service, with 18.9% cutting service in the last 12 months. A significant portion of those who cut the cord (86.7%) do so due to cost, and 39.7% prefer streaming services.
• Consumer Preferences: Many consumers use antennas or streaming devices to access basic channels and content. The most popular devices for streaming include smart TVs and streaming media devices like Apple TV and Roku.
• À La Carte Demand: 81.3% of respondents would like the ability to pay only for the channels they watch. This preference is growing, with the ideal monthly cost at $33.09 and an average of 22 channels. The top 10 channels vary by region, with U.S. respondents preferring more expensive channels like HBO, and Canadian respondents showing interest in lower-cost options like Treehouse.
• Sports Streaming: Sports content is a key driver of streaming adoption. While only 5.7% of respondents use sports streaming, TiVo anticipates significant future growth. The NHL Network and SEC Network have emerged as popular sports channels in the à la carte model.
• TV Viewing Habits: Most consumers watch live TV (88.4%), recorded content (68.7%), and OTT/Streaming content (67.1%). Daily viewing time is mostly between 1 to 2 hours.
• Content Discovery: Consumers desire more intuitive and personalized content discovery. Voice-based search and dynamic metadata are key tools for improving this experience.
• OTT Adoption: SVOD services like Netflix, Hulu, and Amazon Prime Video are widely used, with YouTube TV gaining traction as a new entrant. 68.2% of all respondents use an SVOD service, and 69.5% of pay-TV subscribers are cord-cheaters, using multiple SVOD services.
• Cross-Catalog Experience: There is growing interest in unified guides that combine content from both pay-TV and OTT services. 22% of respondents would like such a guide, indicating a potential shift in consumer expectations.
• Churn Risk: 49.4% of pay-TV subscribers may change providers in the next six months, highlighting the need for pay-TV providers to address dissatisfaction and enhance value perception.

Key Information

• Survey Demographics: 3,330 respondents from the U.S. and Canada, aged 18+.
• Price Impact: Price is the leading cause of dissatisfaction and churn, with 83.1% of unsatisfied respondents citing it as a reason.
• Streaming Services: The top three SVOD services are Netflix, Amazon Prime Video, and Hulu. YouTube TV, though new, is gaining popularity.
• Sports Content: Sports content is highly consumed, with 67.3% of pay-TV users watching live sports daily. Streaming services are becoming a viable alternative for sports viewing.
• Ideal Pay-TV Package: U.S. respondents prefer a monthly cost of $35.87 and 24 channels, while Canadian respondents prefer $27.67 and 19 channels.
• Churn Potential: 9.3% of respondents switched providers in the last three months, and 7.3% plan to change in the next six months, indicating a high churn risk.
• Consumer Sentiment: 52.2% of pay-TV subscribers are satisfied, with 31.6% very satisfied. The desire for a cross-catalog guide is increasing, suggesting a need for integration of content sources.

Conclusion

The Q4 2017 report underscores the growing pressure on pay-TV providers to adapt to changing consumer preferences and behaviors. Price remains a central issue, while the demand for personalized, intuitive content discovery and flexible channel packages is on the rise. As streaming services continue to expand their offerings, including sports, pay-TV providers must innovate and offer competitive pricing and features to retain and attract customers.