【TiVo】2024年第二季度北美视频趋势报告_18页_3mb

Q2 2024 TiVo Video Trends Report: North America Summary

Core Content Overview

This report highlights evolving consumer behavior in the North American video market during Q2 2024, focusing on content consumption, device usage, ad tolerance, and the shift towards ad-supported services. It also examines the decline in traditional pay-TV subscriptions and the increasing role of social video and free AVOD/FAST services.

Key Trends and Insights

Consumer Behavior

• Content Spending: Consumers are reducing their entertainment spending, with 63% cutting back due to economic inflation. The overall spending gap between pay-TV subscribers and cord cutters is shrinking.
• Video Sources: The average number of video sources used per household has reverted to 2022 levels, with younger generations still using more sources than older ones.
• Discovery Dilemma: The discovery dilemma continues to worsen, with 73% of consumers using multiple apps in a single viewing session. Organic recommendations are still seen as the most relevant, but personalized and curated recommendations are less effective.
• Daily Viewership: Daily video consumption remains largely consistent, with consumers spending about 4.4 hours per day. The importance of local news has dropped by 5% year-over-year.

Device Usage

• TV Preference: Consumers still prefer watching TV on their TVs, with a 3x margin over other devices.
• Smart TV Ownership: 73.1% of respondents own a smart TV, with a slight decline in ownership among Gen X, Millennials, and Gen Z. 15.1% plan to purchase a smart TV in the next six months.
• Companion Apps: Usage of companion apps has declined by 7% YoY, with only 18.2% using them.
• Voice Control: Voice control usage has decreased by 9% YoY, with 42.2% of respondents owning a device with voice control and 65.9% using it. The decline is most pronounced in video game consoles and streaming media players.

Pay TV and SVOD Trends

• Pay TV Churn: 27% of pay-TV subscribers plan to cut the cord within six months, down from 35% in Q2 2023. The main concerns include loss of local programming and sports access.
• SVOD Services: SVOD usage remains high, with 88% of respondents using at least one SVOD service. The share of ad-supported tiers has increased significantly, with 64.3% using these tiers, while ad-free usage has dropped by 18% YoY.
• SVOD Churn: 24.3% of respondents canceled an SVOD service in the last six months. The most common reasons for replacing SVOD services are switching to different paid services or free, ad-supported alternatives.

TVOD and AVOD/FAST

• TVOD Usage: TVOD usage has declined, with 44.1% of respondents using such services. Amazon Prime Video remains the top TVOD service.
• AVOD/FAST: 61.7% of respondents use at least one free AVOD/FAST service. FAST channels account for about 51% of viewing time for these users, and the majority of viewers access these services through live TV or FAST channels.

Social Video

• Social Video Penetration: 79.5% of respondents watch video via social media and/or UGC platforms, down slightly from 85% in Q2 2023. 67.4% of social video time is spent on UGC content.
• Top Social Video Platforms: YouTube, TikTok, and Instagram are the most popular sources for social video.

Ad Tolerance and Engagement

• Ad Tolerance: 75.7% of consumers are at least tolerant of ads, an increase from 74% in Q2 2023. Ad tolerance is inversely correlated with age and positively correlated with income.
• Interactive Ad Engagement: Interactive ad engagement has reverted to 2022 levels, with QR codes experiencing the largest decline in usage.

Conclusion

The video market is shifting towards more cost-effective, ad-supported models, with consumers seeking simplicity and value. The discovery dilemma persists, and consumers are increasingly relying on organic recommendations. Smart TV ownership remains stable, but there is a noticeable decline in interest for interactive ad features. Overall, the report underscores the importance of understanding evolving consumer preferences to enhance the video experience and meet the needs of a diverse audience.