2017Q4在线视频和付费电视趋势报告（英文版）_44页

Q4 2017 Online Video and Pay-TV Trends Report Summary

Core Content Overview

This report provides an in-depth analysis of consumer behavior related to pay-TV and OTT services, focusing on trends in TV viewing habits, content discovery, and the impact of streaming on traditional pay-TV subscriptions. TiVo conducts quarterly surveys to gather real consumer opinions, which help pay-TV providers and content creators understand audience preferences and improve their offerings.

Key Trends and Insights

Consumer Behavior

• Survey Demographics: The Q4 2017 survey included 3,330 respondents aged 18+ from the U.S. and Canada, providing a statistical representation of the pay-TV market.
• Cord-Cutting Trends:
  • 85.2% of respondents have pay-TV service, while 14.8% do not.
  • 18.9% of non-subscribers cut service in the last 12 months.
  • A significant portion (5.7%) of non-subscribers use streaming services for live sports, indicating a growing interest in sports streaming.

Reasons for Canceling Pay-TV

• Top Reasons:
  1. Price - Too expensive (86.7%): This remains the primary reason for cancellation, with a notable year-over-year increase.
  2. Use of internet streaming services (39.7%): This is a secondary reason, though it has declined slightly.
  3. Use of antenna for basic channels (23%): A third reason, also showing a decline.

Satisfaction with Pay-TV

• Satisfaction Levels:
  • 52.2% of pay-TV users are satisfied with their service.
  • 31.6% are very satisfied, showing a steady increase over time.
  • 16.2% are unsatisfied, with price being the top reason for dissatisfaction (83.1%).

Potential Churn

• Switching Providers:
  • 9.3% of pay-TV users switched providers in the last 3 months, the highest since 2017 began.
  • 49.4% of pay-TV users plan to change providers within the next 6 months, showing a growing concern for churn.

À La Carte Pay-TV Packages

• Interest in Custom Packages:
  • 81.3% of respondents want the ability to choose only the channels they watch, indicating a strong demand for personalized options.
  • Ideal package cost: $33.09/month, with an average of 22 channels.
  • U.S. respondents prefer $35.87/month, while Canadian respondents prefer $27.67/month.
• Top Channels:
  • U.S. respondents most interested in HBO, Cinemax, and Starz.
  • New additions to the top 10 include NHL Network and SEC Network.
  • Canadian respondents show interest in Treehouse, NHL Network, and SEC Network.

TV Viewing Habits

• Daily Viewing:
  • 88.4% watch live TV from their channel guide.
  • 68.7% watch previously recorded content.
  • 67.3% watch live sports.
  • 67.1% watch OTT/streaming content.
  • Most viewers (67.3%) spend 1 to 2 hours daily on live sports, highlighting its popularity.

Next-Gen User Experiences

• Guide Preferences:
  • 57% of respondents would like a carousel-style guide for content discovery.
  • 35% prefer a hybrid guide combining traditional and carousel formats.
  • 13.8% of respondents do not use apps on their TV, possibly due to lack of awareness or availability.

OTT Trends: SVOD and TVOD

• SVOD Adoption:
  • 68.2% of all respondents use at least one SVOD service, with continued growth over time.
  • 69.5% of pay-TV users are "cord-cheaters" using SVOD services alongside traditional TV.
  • 63.8% of cord-cutters use SVOD services.
• Top SVOD Services:
  • Netflix (83.3% for cord-cutters, 79.4% for cord-cheaters)
  • Amazon Prime Video (34.1% for cord-cutters, 38.1% for cord-cheaters)
  • Hulu (27.4% for cord-cutters, 23.8% for cord-cheaters)
  • YouTube TV (10.2% for cord-cutters, 12.9% for cord-cheaters) has shown significant growth.

Engagement with SVOD

• Monetary Spend:
  • 38.9% of respondents spend $9–$14/month on SVOD services.
  • 13.7% spend $25 or more, showing a slight increase over time.
• Viewing Time:
  • 93.3% of SVOD users watch content daily.
  • 48.1% watch 1–3 hours of SVOD content per day, showing a growing trend in usage.

Conclusion

The Q4 2017 report highlights the increasing importance of personalized and flexible content access, driven by consumer demand for à la carte packages and the rise of OTT services. While price remains the primary factor in dissatisfaction and churn, the integration of smart devices and the availability of cross-catalog guides are becoming essential for improving user experience. Pay-TV providers must adapt to these changes by offering competitive pricing, enhancing content discovery, and leveraging data to retain and engage their audience.