埃森哲-2017年电视和媒体报告-2017.10-16页

Summary of "TV AND MEDIA 2017"

Core Content

This report from Ericsson ConsumerLab provides an in-depth analysis of the evolving media landscape, focusing on consumer behavior, technological advancements, and future trends in television and video consumption. It is based on data from 13 global markets, representing over 1 billion people, and includes both quantitative and qualitative insights.

Key Findings

• Smartphone Viewing Growth: Smartphone viewing has doubled since 2012, with 70% of consumers using it for TV and video, spending about 6 hours per week.
• TV User Groups: Six distinct TV user groups were identified, showing a significant shift in viewing habits over the years.
  • TV Couch Traditionalists have decreased by almost 40% since 2010.
  • Screen Shifters have increased by over 40%.
  • Mobility Centrics have grown by more than 320%, indicating a strong shift toward mobile viewing.
• Content Discovery Crisis: Consumers are spending an average of 51 minutes per day searching for content, up from 45 minutes the previous year. A universal search feature is seen as very useful by 70% of consumers.
• On-Demand Dominance: On-demand viewing is expected to account for over 40% of total TV and video consumption by 2020, with 65% of 16-19-year-olds preferring it.
• VR in TV: VR is anticipated to become a significant part of the TV experience, with 30% of consumers planning to use it for TV and video in the next five years. Early adopters see VR as a key component for future media.
• Advertising Preferences: Consumers are increasingly moving toward ad-free services. Almost 1 in 3 would pay extra to eliminate ads, with Mobility Centrics showing the highest preference for personalized ads.
• Original Content Demand: Exclusive original content is a major driver for consumers, especially among Netflix subscribers, with 75% considering it the most important factor when choosing a TV service.
• Spending Trends: Consumers spend over three times more on scheduled linear TV than on-demand services. However, on-demand is expected to gain a larger share of spending over time.

Main Points

The Evolution of the TV User

• Six user groups were identified based on viewing habits: TV Couch Traditionalists, TV Joes, Screen Shifters, VOD Lovers, VR Enthusiasts, and Mobility Centrics.
• Mobility Centrics are the fastest-growing group, showing a strong preference for mobile viewing.
• TV Couch Traditionalists are declining, indicating a shift away from traditional TV.

Changing Consumer Attitudes

• Consumers are increasingly favoring on-demand content and are less satisfied with traditional TV.
• Over 42% of consumers say they binge-watch more TV series than five years ago.
• A significant portion of consumers are looking for content that is accessible globally, and they are willing to pay for it.
• The traditional TV guide is no longer effective for advanced users, who rely on on-demand services.

More Content, More Choice

• Consumers now have access to a wide variety of content through different platforms, including scheduled linear TV, on-demand, downloaded, and physical media.
• The average number of on-demand services per household has increased from 1.6 in 2013 to 3.8 in 2017.
• The amount of time spent searching for content has risen by 13% since last year, reaching almost one hour per day.

The Small Screen Takes Over

• Smartphones have become the primary device for TV and video viewing, with their share of viewing time more than doubling since 2010.
• By 2020, it is expected that half of all viewing will occur on mobile devices, with smartphones alone accounting for a quarter of that.
• The rise of smartphones has led to a decline in the use of older devices such as desktops and stand-alone DVRs.

The Social Spark of Virtual Reality

• VR is emerging as a new medium for TV and video, with potential to enhance the social and immersive aspects of content consumption.
• VR users can watch content together in a virtual environment, making it a unique experience compared to traditional viewing.
• Over 60% of current VR users believe it will be a fundamental part of TV and video in the next five years.

The Content Discovery Crisis

• With more content available, consumers are struggling to find what to watch, leading to a significant increase in search time.
• A universal search feature across platforms is highly desired, with 70% of consumers stating it would be very useful.
• The average search time per day has increased from 45 to 51 minutes, with scheduled linear TV being the main driver of this increase.

Ads Need to Change

• Consumers are increasingly resistant to ads, especially with the rise of ad-free services like Netflix.
• Almost 1 in 3 would pay extra to reduce or eliminate ads.
• Preferences for ad formats vary across user groups, with TV Couch Traditionalists being the most resistant to ads.

Original Content in Demand

• Original content is a key differentiator for TV services, with 75% of Netflix subscribers considering it the most important factor.
• On-demand services are rated higher in terms of satisfaction with content, price, and choice than linear TV services.

The Shape of Spending

• Consumers spend significantly more on scheduled linear TV than on-demand services, but on-demand is expected to grow in terms of spending share.
• US households spend approximately USD 64 per month on scheduled linear TV and USD 20 on on-demand services.
• Spending on both types of services is expected to remain stable in the short term but will shift over time.

TV in 2020 and Beyond

• By 2020, on-demand viewing is expected to account for almost half of total viewing time.
• Mobile viewing is set to dominate, with half of all viewing expected to occur on mobile devices.
• VR is predicted to become a mainstream technology, with a third of consumers planning to use it.
• The future of TV is expected to be more personalized, social, and immersive.