TiVo-2017年第二季度视频趋势报告（英文）-2017-41页

Q2 2017 Video Trends Report Summary

Core Content and Key Insights

This report provides an in-depth analysis of consumer behavior across pay-TV, PVOD, OTT, TVE, and streaming devices, with a focus on content discovery and viewing preferences. Conducted quarterly since 2012, the survey offers valuable insights into evolving consumer expectations and the effectiveness of current video service offerings.

Survey Demographics

• Survey Size: 3,069 respondents
• Geographic Regions: United States and Canada
• Age of Respondents: 18+

Pay-TV Providers

Satisfaction and Dissatisfaction

• Satisfaction Levels: 52.9% of respondents are satisfied with their pay-TV service, and 31.2% are very satisfied. "Very satisfied" increased by 7.5 percentage points q/q and 10.3 percentage points y/y.
• Unsatisfaction Levels: 19.4% of respondents are unsatisfied with their pay-TV service. "Unsatisfied" decreased by 6.1 percentage points q/q and 6.9 percentage points y/y.
• Potential Churn: 49.5% of respondents could potentially leave their current pay-TV provider in the next six months.

Top Reasons for Dissatisfaction

1. Price/Too expensive - 77.8%
2. Poor cable/satellite service - 34.1%
3. Poor customer service - 29.3%

Monthly Bill and Value Perception

• Monthly Bill: The majority (47.5%) of respondents pay $51–100 per month for TV services only.
• Value Perception: 52.9% of respondents rate their service as "good value" or "very good value."

Consumer Demand for à la Carte Packages

• Interest in à la Carte: 77.5% of respondents want to pay only for the channels they watch.
• Average Price for à la Carte: $28.79 per month, or $1.73 per channel.
• Top 10 Channels Selected: ABC, Discovery Channel, CBS, History, FOX, A&E, NBC, HBO, Food Network, AMC.
• Top 10 Channels Willing to Pay Most: HBO, Tennis Channel, Fusion, Telemundo, Showtime, NFL Network, Esquire Network, MLB Network, Sprout, BET.

Virtual MVPD (vMVPD) Skinny Bundles

• Current Coverage of à la Carte Preferences: Only 43.6% of respondents feel their preferences are met by existing vMVPD skinny bundles.
• Core Channels Included in All Bundles: A&E, Comedy Central, HGTV, TBS, ABC, Discovery Channel, Hallmark Channel, TLC, ESPN, History, TNT, etc.
• Key Trends Identified:
  • Sports: 4.1 percentage point increase over four years.
  • Lifestyle/Travel: Notable interest.
  • Kids: Significant demand.

Comparison of vMVPD Skinny Bundles to Core Preferences

Consumer Churn and Retention

• Cutting Pay-TV Service: 22.8% of non-subscribers cut their service in the last 12 months.
• Reasons for Cutting Service:
  1. Price/Too expensive - 85.3%
  2. Use of internet streaming services - 45.7%
  3. Use of antenna for basic channels - 21.8%
• Retention Factors:
  • 56.1% would stay if they could choose only the channels they watch.
  • 38.8% would stay if all video providers were combined into one place.

Market Analysis and Recommendations

• Need for Diversification: Current skinny bundles only match the preferences of 43.6% of respondents.
• Bundle Size and Cost: Larger bundles may not align with the "skinny" concept, as they approach traditional cable pricing.
• Recommendations for vMVPDs:
  • Create more tailored packages based on viewing behavior or interests (e.g., sports, travel, kids).
  • Use data science to optimize channel selections and better align with consumer preferences.
  • Consider offering cross-catalog experiences to increase retention and satisfaction.

Conclusion

The Q2 2017 report highlights a growing demand for personalized, flexible, and cost-effective TV service options. Consumers are increasingly selective, and while some are satisfied with current offerings, the majority are looking for à la carte packages that better match their viewing habits. vMVPDs have the opportunity to improve their market position by leveraging data to create more relevant and tailored bundles.