grabyo-2020年视频价值报告（英文）-2020.3-24页_18mb

Summary of the 2020 Video Report

Core Content

The 2020 Video Report highlights the transformation of the global video industry driven by the rise of online streaming and shifting consumer behavior. It underscores the increasing competition among streaming services and the growing preference of consumers for flexible, affordable, and accessible video content. The report also examines the impact of this shift on traditional pay-TV models and explores the future of video consumption, particularly in the context of sports.

Main Points

• Streaming Dominance: Streaming services are becoming more popular than traditional pay-TV. In 2020, 50% of consumers prefer streaming, while 55% of global consumers have adopted online streaming.
• Consumer Spending: The report surveys 13,000 consumers across 11 countries, providing insights into their spending habits and preferences for video services.
• Cord-Cutting Trend: A significant number of consumers are cutting the cord, with 75% of global consumers expected to do so within five years. The primary reasons include affordability, flexibility, and device availability.
• Regional Variations: Different regions show varying levels of adoption and spending. The U.S., UK, and European markets are more mature, while Latin America and Asia are showing rapid growth.
• Sports Streaming: Sports fans are increasingly turning to online streaming platforms. They are willing to pay up to $10 per month for sports content, and there is a strong demand for specific sports like soccer, tennis, and basketball.

Key Information

Global Video Industry Today

• Streaming Growth: Online streaming has grown significantly, with 55% of consumers in the study using it.
• Consumer Value Perception:
  • 77% of pay-TV customers feel they get good value from their subscriptions.
  • 88% of streaming customers rate their services as good value for money.
• Device Preferences: Smartphones and Smart TVs are the most popular devices for streaming, indicating the blurring line between traditional TV and online streaming.

Global Video Industry Tomorrow

• Future Trends:
  • By 2025, only 30% of UK consumers are expected to continue using pay-TV.
  • Almost 80% of LATAM consumers plan to switch to online video services only.
• Business Model Shift: Pay-TV providers must adapt to the streaming era, as consumers demand more flexibility and value.
• Sports Consumption:
  • 44% of global sports fans do not pay for traditional pay-TV.
  • Sports fans are willing to pay up to $10 per month for online sports streaming.
  • Sports rights holders are encouraged to explore direct-to-consumer models to capture more revenue.

Consumer Profiles

• Online Streaming Customer:
  • 57% of consumers use smartphones for streaming.
  • 71% of online streaming customers buy directly from the provider.
  • 45% rate their services as very good value for money.
• Pay-TV Customer:
  • 50% of global consumers subscribe to pay-TV.
  • Only 33% rate pay-TV services as very good value.
  • 95% of pay-TV customers could not name a specific reason to keep their subscription.
• Cord-Cutters:
  • 45% cut the cord due to affordability.
  • 1/3 of planned cord-cutters want flexibility to watch anytime.
  • 61% of planned cord-cutters watch online video daily.

Regional Breakdown

• UK:
  • 66% spend up to £20 per month on video.
  • 30% report all spending is for streaming.
  • 40% are willing to pay between £11-£35 for streaming.
• Germany:
  • 75% spend up to €20 per month.
  • 35% report more than half their spending is for streaming.
  • 91% are willing to pay up to €25 for streaming.
• Spain:
  • 64% spend up to €20.
  • 39% report more than half their spending is for streaming.
  • 87% are willing to pay up to €25.
• France:
  • 73% spend up to €20.
  • 41% report more than half their spending is for streaming.
  • 92% are willing to pay up to €25.
• Italy:
  • 64% spend up to €20.
  • 42% report more than half their spending is for streaming.
  • 87% are willing to pay up to €25.
• US:
  • 55% spend under $20 per month.
  • 30% report all spending is for streaming.
  • 47% are willing to pay between $11-$35.
• Brazil:
  • 50% spend between USD $6-$22.
  • 37% report over half their spending is for streaming.
  • 44% are willing to pay between USD $5-$9.
• Argentina:
  • 62% spend between USD $8-$24.
  • 23% report over half their spending is for online services.
  • 49% are willing to pay up to USD $7.
• Thailand:
  • 83% spend up to USD $30.
  • 41% report half or more of their spending is for streaming.
  • 47% are willing to pay between USD $6-$20.
• Australia:
  • 49% spend up to A$20.
  • 40% report all spending is for streaming.
  • 46% are willing to pay between A$11-A$29.
• Japan:
  • 33% spend up to USD $10.
  • 50% report half or more of their spending is for streaming.
  • 75% are willing to pay up to USD $5.

Market Observations

• Streaming Services: Netflix, Amazon Prime, Disney+, and others are leading the market in various regions.
• Local Services: In Latin America, localized services like Cablevision Flow and Globoplay are gaining traction.
• Technology Influence: Tech companies like Amazon and Apple are entering the video market with their own streaming platforms, altering the landscape.
• Sports Streaming: Sports rights holders are exploring direct-to-consumer models to adapt to the changing market dynamics and capture more revenue.

Conclusion

The 2020 Video Report indicates a clear shift towards online streaming as the preferred method of video consumption. This trend is driven by affordability, flexibility, and the ability to access content across multiple devices. As traditional pay-TV services face declining relevance, the industry must adapt to retain consumers and ensure sustainable growth. The report emphasizes the importance of understanding consumer preferences and the evolving nature of video consumption in the digital age.