TIVO-2017年Q4网络视频和付费电视趋势报告（英文）-2018-44页

Q4 2017 Online Video and Pay-TV Trends Report Summary

Core Content Overview

This report provides insights into consumer behavior related to pay-TV, OTT, and connected devices. It highlights trends in cord-cutting, dissatisfaction with pay-TV services, and the growing preference for on-demand and streaming content. TiVo's survey data from 3,330 U.S. and Canadian respondents aged 18+ reveals key shifts in how consumers access and consume content, as well as their expectations for personalized and flexible viewing experiences.

Main Points and Key Insights

Consumer Behavior and Pay-TV Trends

• Cord-cutting continues, with 85.2% of respondents still subscribed to pay-TV services, and 18.9% cutting service in the last 12 months.
• The primary reason for cutting pay-TV service is price (86.7%), followed by use of streaming services (39.7%) and use of antennas (23%).
• Streaming services are increasingly used by cord-cutters and cord-nevers, with Netflix, Amazon Prime Video, and Hulu being the most popular.
• YouTube TV emerged as a new contender in the SVOD space, ranking fourth in popularity among both cord-cutters and cord-cheaters.

Pay-TV Satisfaction and Retention

• 52.2% of pay-TV subscribers are satisfied, and 31.6% are very satisfied, showing an upward trend in satisfaction.
• The top reason for dissatisfaction is price, followed by poor service quality and poor customer service.
• 9.3% of pay-TV subscribers switched providers in the last three months, and 49.4% plan to change providers within six months, indicating a high churn risk.

À La Carte Pay-TV Packages

• 81.3% of respondents would like the option to pay for only the channels they watch, showing a growing demand for personalized packages.
• The ideal price for an à la carte package is $33.09 per month in the U.S. and $27.67 per month in Canada.
• The top 10 channels respondents are most interested in include HBO, Cinemax, Starz, NHL Network, and SEC Network.
• U.S. respondents prefer $1.50 per channel, while Canadian respondents prefer $1.46 per channel.

TV Viewing Habits

• Live TV (excluding sports) and OTT/Streaming content are the most frequently watched, with 88.4% and 67.1% respectively.
• Live sports are also highly consumed, with 67.3% of respondents watching them daily.
• DVR usage is common, with 19.6% of respondents able to fit in all their favorite shows if they skip commercials.

Content Discovery and User Experience

• Voice-based search and personalized recommendations are important features for content discovery.
• Carousel formats (categorized content groups) are preferred by 57% of respondents, while 35% want a hybrid of traditional and carousel guides.
• Cross-catalog guides that combine OTT and pay-TV content are desired by 22% of respondents, indicating a growing need for unified viewing experiences.

Future Implications

• Sports streaming is gaining traction, with 5.7% of respondents watching live sports through streaming services, and TiVo anticipates significant growth in this area.
• Pay-TV providers must address price concerns, improve content discovery, and offer flexible viewing options to retain customers.
• Educational marketing based on viewer data could help improve satisfaction and reduce churn.

Key Statistics

• 85.2% of respondents have pay-TV service.
• 18.9% cut service in the last 12 months.
• 44.8% use antennas to access over-the-air TV.
• 52.2% are satisfied with pay-TV service.
• 81.3% want à la carte packages.
• 68.2% use SVOD services.
• 69.5% of pay-TV subscribers are cord-cheaters.
• 93.3% of SVOD users watch content daily.
• 22% of pay-TV subscribers are planning to switch providers within six months.

Conclusion

The Q4 2017 report underscores the ongoing shift in consumer preferences toward more personalized, flexible, and cost-effective viewing experiences. Pay-TV providers face significant challenges in retaining customers due to rising dissatisfaction with pricing and service quality. To remain competitive, they must adapt to these trends by offering à la carte packages, improving content discovery tools, and enhancing user experience through better integration with smart devices and streaming platforms.