comScore-2018年OTT报告（英文）-2018.4-45页-1mb

State of OTT Summary

Core Content

The document provides an in-depth analysis of the current state of Over-The-Top (OTT) content consumption in the U.S. It covers market trends, device adoption, viewing segments, and the role of content providers in the OTT ecosystem.

Main Points

1. OTT Streaming is Mainstream

• OTT Adoption: 59.5 million U.S. homes used OTT in April 2018, representing 63.5% of all Wi-Fi homes.
• Year-over-Year Growth: This is a 17% increase from the previous year.
• Usage Trends: On average, OTT streaming households spent 54 hours per month watching content on 16.4 days.
• Data Usage: OTT streaming accounted for a 26% increase in home data usage.
• Demographics: Younger households (under 35) are more likely to be cord-nevers than cord-cutters.

2. Growth Opportunities Exist

• Device Penetration: 20% of Wi-Fi homes do not have an OTT device.
• Active Streaming: 21% of OTT device owners are not actively streaming.
• Target Segments:
  • Cable and satellite subscribers.
  • Households with heads of household aged 55+.
  • Younger households without children.

3. OTT Consumption is Concentrated with a Long Tail

• Top Services: The "Big Four" services (Netflix, YouTube, Amazon, Hulu) account for 75% of total OTT viewing time.
• Other Categories:
  • Pure-play virtual MVPDs (e.g. Sling TV, DirecTV Now) account for 10% of viewing time and have seen significant growth.
  • Broadcast, cable, and premium network apps each reach over 10% of OTT streamers.
• Device Usage: Streaming boxes/sticks dominate both in number and time spent, with Roku and Amazon Fire TV leading.

Key Takeaways

1. OTT Streaming is a Mainstream Behavior

• OTT streaming is now a common activity, with nearly two-thirds of U.S. Wi-Fi homes engaging in it.
• Average monthly viewing time is 54 hours, with a year-over-year increase of 4.4 hours per household.
• Data usage by streaming devices has increased by 73% compared to previous years.

2. Growth Opportunities Remain

• There is still room for growth, particularly among cable and satellite subscribers, older households, and younger households without children.
• The adoption of OTT devices is still rising, with a 4% increase in homes with OTT devices and a 6% increase in the average number of devices per home.

3. Consumption is Concentrated but Diverse

• The top four services account for most of the viewing time, but there are many other services contributing to the long tail of OTT usage.
• Heavy streamers spend 13 times more than light streamers.
• The presence of children in a household increases the likelihood of OTT adoption and engagement.

Device Usage Overview

Living Room Devices

• Adoption Trends: Streaming boxes and sticks are the most popular OTT devices, with a 17% increase in households streaming OTT content.
• Penetration: 80% of U.S. Wi-Fi households have at least one OTT device.
• Device Types:
  • Streaming Box/Stick: 33.6 million households, 53 hours of viewing per household.
  • Smart TV: 24.3 million households, 30 hours of viewing per household.
  • Gaming Console: 18.1 million households, 27 hours of viewing per household.
  • Internet Blu-Ray Player: 3.9 million households, 25 hours of viewing per household.
  • DVR/Set-Top Box: 2.1 million households, 14 hours of viewing per household.

Viewing Segments

Cordless, Cord-Cutters, and Cord-Nevers

• Cordless: 33.5% of OTT streaming households, includes both cord-cutters and cord-nevers.
• Cord-Cutters: Households that previously had a traditional pay-TV subscription.
• Cord-Nevers: Households that have never had a traditional pay-TV subscription.
• Engagement: Cord-cutters are more engaged with OTT streaming than cord-nevers.

Age and Income

• Age Distribution: Heavy streamers are younger, while seniors are less likely to stream.
• Income: Lower-income households are twice as likely to be cordless than higher-income ones.
• Children: Households with children are more likely to stream OTT content.

OTT Content Providers

Top Services

• Big Four: Netflix, YouTube, Amazon, and Hulu dominate the OTT market.
• Pure-Play Virtual MVPDs: These services, such as Sling TV and DirecTV Now, have seen substantial growth in both number of households and viewing hours.

Genre Reach

• Popular Categories:
  • Premium Channels
  • Music Streaming
  • Broadcast Networks
• Other Services: Include niche platforms like VRV, TBS, and others.

Data Sources and Methodology

comScore Total Home Panel™

• Methodology: Single-source behavioral measurement across ~8,000 homes and ~100,000 devices.
• Weighting: Aligned with U.S. Wi-Fi households (94 million).

comScore OTT Intelligence™

• Focus: Measures OTT streaming content consumption across 70 services.
• Usage Insights: Helps understand consumer behavior and preferences.

comScore Connected Home™

• Scope: Provides insights into all internet- or router-connected devices in the home, including IoT.

Key Terms

• Cordless: No traditional pay-TV service.
• Cord-Cutter: Previously had a traditional pay-TV subscription.
• Cord-Never: Never had a traditional pay-TV subscription.
• Heavy Streamers: Top 20% of OTT households by viewing duration.
• Medium Streamers: Next 30% of OTT households.
• Light Streamers: Bottom 50% of OTT households.
• MVPD: Multichannel video programming distributor (cable/satellite companies).
• Virtual MVPD: Distributes content through the Internet (e.g., Sling TV, DirecTV Now).
• Wi-Fi Homes: 94 million U.S. homes with wireless internet.

Additional Information

• Custom Reports & Raw Data Feed: Available for detailed analysis of the Total Home Panel dataset.
• Contact: For more information, email learnmore@comScore.com or visit comScore.com/TotalHome.