2017年OTT共同收视体验报告（英文版）_33页-1mb

OTT Co-Viewing Experience Summary: 2017

Core Content Overview

This document presents the findings of a 2017 primary research study conducted by the IAB Digital Video Center of Excellence in collaboration with Freewheel, Hulu, and Roku. The study focuses on understanding co-viewing behavior on Over-The-Top (OTT) platforms and its implications for brands. It also compares co-viewing behaviors between OTT and linear live TV.

Main Objectives

• To understand co-viewing behavior on OTT and its benefits to brands.
• To compare co-viewing behaviors between OTT and linear TV.
• To identify opportunities for brands to engage with OTT audiences.

Methodology

• Sample Size: 1,223 U.S. video viewers aged 13–64.
• Panel: MARU/Matchbox's Springboard America online panel (~250,000 members).
• Survey Period: October 2–9, 2017.
• Significance: All statistical significance is tested at 95% confidence level.

Key Definitions:

• Co-viewing: Watching video content with others.
• OTT: Video programming (on-demand or live) streamed to a TV via the internet.
• Linear TV: Live video programming received through cable/satellite/telco TV service or antenna.
• VOD: On-demand video programming received through cable/satellite/telco TV service.

Key Findings: Co-Viewing Landscape

• TV is the dominant screen for co-viewing: 93% of viewers co-view on TV.
• Co-viewing is social and widespread: Half of viewers also co-view on computer and smartphone screens.
• Platform Reach: OTT ranks second in overall reach, behind linear TV and ahead of VOD and DVR.
• Co-viewing Reach: Both linear TV and OTT have the highest co-viewing reach.

Key Findings: OTT Co-Viewing Experience

• Demographics: OTT co-viewers skew younger (18–34), Hispanic, and cordless/no pay TV users.
• Household Size: They are more likely to be in larger households with children.
• Engagement: Co-viewers report high levels of interaction and enjoyment.
• Multitasking: They engage in brand-related multitasking, such as online searches, social media discussions, and online purchases.
• Group Interaction: Dynamic in-person or social media discussions influence brand perceptions.

Key Findings: OTT Co-Viewing Deep Dive

• Time Spent: OTT accounts for 29% of weekly co-viewing time among OTT co-viewers (total 29.5 hours per week).
• Ad-Supported Content: OTT co-viewers spend more than double the time on ad-supported content compared to subscription services.
• Top Genres: Movies are the most co-viewed genre. Animation/children's programming and music are more co-viewed on OTT, while news and sitcoms are more common on linear TV.
• Content Selection: Collaborative choices are common, exposing broader audiences to content and brands.
• Video Length: Longer videos (>30 minutes) are more popular for co-viewing, with 36% of OTT co-viewed content being live programming.
• Motivations: "Spending time together" and "relaxing" are the top motivations for OTT co-viewing.
• Timing: Early evening and prime time are the leading co-viewing windows. More daytime co-viewing occurs on weekends.
• Age Groups: 18–34-year-olds co-view more during morning and late night.

OTT Co-Viewing Implications for Brands

• Social Activity: TV viewing is inherently social, extending audience reach across platforms.
• Target Audience: OTT is an effective platform for reaching millennials, Hispanics, and cord cutters/nevers.
• Family Engagement: OTT is a good platform for connecting with families and children.
• Interactive Engagement: Co-viewers are highly interactive, leading to high brand engagement through discussions, searches, and purchases.
• Cross-Device Campaigns: Brands should consider cross-device campaigns that optimize social and search activities.
• Content Strategy: Targeting long-form content (e.g., movies, dramas) during peak times (early evening, prime time) can maximize co-viewing activity and effectiveness.

Key Insights for Advertisers

• Incremental Reach: Co-viewing increases audience reach, which should be considered in ad planning and buying.
• Brand Influence: Dynamic group interactions enhance brand engagement and decision-making.
• Platform Choice: OTT is a powerful platform for engaging younger, diverse, and family-oriented audiences.
• Ad-Supported Content: OTT co-viewers are more likely to watch ad-supported content, making it a valuable medium for brand exposure.

Conclusion

The study highlights the growing importance of OTT co-viewing in the digital video landscape, emphasizing its social, interactive, and family-oriented nature. Brands can leverage these insights to create more effective advertising strategies that capitalize on the collaborative and dynamic nature of co-viewing on OTT platforms.