2021年第二季度视频报告（英）-24页_4mb

Video Trends Report Summary - Q2 2021

Core Content

This report outlines key trends in video consumption habits in North America, focusing on the evolving preferences of consumers, the role of different video service types, and the impact of the pandemic on viewing behavior.

Main Points

• Consumer Behavior During Pandemic: Despite economic challenges, demand for video content has increased significantly. Consumers are seeking more content, cheaper prices, and faster, more personalized services.
• Video Service Usage: The average number of video services per respondent increased from 6.9 in Q4 2020 to 8.75 in Q2 2021, showing a 27% rise.
• Service Types:
  • AVOD (YouTube) is a common component in top video service bundles.
  • SVOD churn is double that of Pay-TV, with price being the top reason for cancellation.
  • TVOD is less popular, with only 19% of respondents canceling at least one video subscription due to the pandemic.
• Smart TV Ownership: Smart TV ownership has grown, with 71% of respondents owning one, and 29% purchasing one in the last six months.
• Multitasking on TV: 60% of respondents use a smartphone while watching TV, and 30% use a tablet.
• Mobile Viewing: Over 60% of respondents watch videos on their smartphones when away from home.
• Streaming Media Players: Amazon Fire TV/Cube/Stick is the most popular, with 30% of users currently using it, and 24% planning to purchase it next.
• Ad Tolerance: Consumers who watch free content (like AVOD and free broadcast TV) are more tolerant of ads. 61% of free broadcast TV users and 58% of AVOD users don't mind ads.
• Content Discovery:
  • 88% of respondents want to view, browse, and search all available content from a single guide or menu.
  • 35% are extremely interested in this feature.
  • 86% want to pay for all services through a single interface.
• Discovery Methods:
  • Subscription streaming services and pay-TV are the top sources for discovering new content.
  • The average discovery time on smart TVs is 11.4 minutes.
  • PC users find content most quickly, with 56% discovering something in less than five minutes.
• Consumer Preferences for AVOD:
  • 39% prefer a free AVOD service with a guide.
  • 47% prefer a free AVOD service with an on-demand library.
• AVOD Genres: Comedy, action, and drama are the most popular genres for AVOD users.
• Pain Points:
  • 60% find it hard to find good content.
  • 59% struggle to determine which service has the content they want.
  • 55% feel they are spending too much on video entertainment.
  • 46% find it frustrating to switch between apps to watch TV.
• Brand Loyalty: While media players are popular, 46% of users plan to upgrade or switch in the next year due to dissatisfaction with discovery time and features.
• Theater Comeback: 56% of respondents said they watched more video due to the pandemic. 31% are likely to see more movies in theaters post-pandemic.

Key Insights

• Cost is a major concern: 73% of pay-TV cancellations were due to price, and 55% of respondents said they are spending too much on video entertainment.
• AVOD is growing in popularity: Consumers are increasingly favoring ad-supported, free services as alternatives to paid subscriptions.
• Technology and convenience matter: Consumers want more consolidated and user-friendly interfaces to manage their video services and discover content.
• Smart TV is becoming a standard: With 71% of consumers owning a smart TV, the role of these devices in content discovery and viewing is expanding.
• The future of video is fragmented and competitive: With rising numbers of services and content, innovation and ease of use will be critical for service providers to retain and grow their audience.

Conclusion

The Video Paradox highlights that despite growing pain points, consumers continue to consume more video content. This trend is driven by a combination of cost-consciousness, desire for variety, and the need for better discovery and management tools. For the video industry, the challenge lies in meeting these evolving consumer demands through innovation, consolidation, and improved user experience.