TIVO-2019年第四季度视频趋势报告（英文）-2020.2-21页_7mb

TiVo Q4 2019 Video Trends Report Summary

Core Content Overview

The TiVo Q4 2019 Video Trends Report provides insights into consumer behavior and preferences in the rapidly evolving video market. It highlights trends in content consumption, service adoption, and the role of technology in improving the viewer experience. The report is based on a survey of 6,145 U.S. and Canadian respondents aged 18+.

Main Trends and Key Insights

1. The Video Market is Overwhelming

• The market is saturated with numerous video services, including SVOD (Netflix, Hulu, Amazon Prime) and AVOD (YouTube, Pluto TV, Crackle).
• Consumers face a "mountain of options" and are increasingly overwhelmed by the number of services and channels available.
• The average number of video services per household is high, making it difficult for viewers to navigate.

2. AVOD Dominates Top Service Bundles

• Every top service bundle includes at least one AVOD service.
• YouTube remains the most popular free streaming source (73.1%), followed by Facebook (62.3%).
• Free streaming from network sites has seen a significant rise in popularity (+31.9% YoY).

3. vMVPDs Struggling with Pricing Pressure

• vMVPD services are facing challenges due to pricing pressure.
• Some services, like PlayStation Vue, have shut down, while others like Hulu + Live TV and Sling TV show seasonal growth.
• Smaller niche services maintain loyal, though smaller, audiences.

4. Live TV Still Dominates, but OTT is Gaining Ground

• Live TV remains the most watched, but OTT usage is increasing.
• 55.7% of respondents watch more than one hour of OTT content per day.
• The report indicates a shift in viewing habits, with OTT catching up to live TV.

5. Local Content Remains Vital

• 63.2% of respondents watch at least 10% of their daily content locally.
• 13% of respondents watch local content for half their viewing time.
• Most local content is accessed through pay-TV providers or antennas.

6. Genre Preferences and Seasonal Trends

• Comedy is the most popular TV and movie genre.
• Horror and crime genres see spikes around specific times of the year, such as Halloween.
• Cooking shows become more popular as the holidays approach.

7. Consumers Prefer Curated Content

• 34.3% of cord-cutters plan to switch to vMVPDs.
• 23.9% of respondents prefer their video service to choose content for them based on viewing habits.
• Interest in à la carte channel packaging is declining, with 32.5% of respondents not interested in selecting individual channels.

8. Smart TVs and Streaming Devices

• Smart TVs are the most popular streaming device.
• 20.7% of respondents use Roku, while Amazon Fire TV Stick usage increased by 3.1% YoY.
• 35.8% of respondents still do not own a non-mobile streaming device.
• 13% of respondents replaced a traditional STB with a streaming device, a 10% decrease from 2018.

9. Discovery and Recommendations

• Consumers are increasingly aware of personalized recommendations from OTT services (up 12.9% YoY).
• 91.3% of respondents believe OTT recommendations are "sometimes" or "always" accurate, compared to 85.9% for pay-TV.
• Search remains a key method for discovering content, though usage is relatively low (over half of users use text search).

10. Voice Search Gains Momentum

• Awareness of voice search on devices increased by 1.8% since 2018.
• 14.2% of respondents want to use voice search but don’t have the capability.
• Voice search usage among pay-TV/live-TV viewers increased by 9.6% since 2018.

Conclusion

Consumers are seeking efficient, intuitive, and trustworthy tools to navigate the complex video landscape. While they are not abandoning live TV entirely, they are increasingly turning to OTT services and personalized recommendations. The report emphasizes the need for service providers to offer innovative, user-friendly solutions that guide viewers through the content mountain, enhancing their overall viewing experience.