TiVo-2020年第四季度视频趋势报告（英文）-2021.3-25页_1mb

Video Trends Report Summary - Q4 2020

Core Content Overview

This report provides insights into video consumption trends based on a survey conducted by TiVo in Q4 2020, focusing on viewer behavior, content preferences, and the impact of the pandemic on streaming habits. It includes data from 4,526 respondents across the U.S. and Canada, aged 18+.

Main Trends and Insights

Impact of the Pandemic on Video Consumption

• The pandemic significantly altered how people watch and discover video content.
• Local programming, especially local news, has become increasingly important due to the heightened awareness of crises and changes in daily life.
• Consumers are spending more time at home, leading to increased video consumption and a shift towards streaming services.
• The average pay-TV viewer watches 4.2 hours per day, while 85% of vMVPD users watch at least one hour of local content daily.

Video Service Bundles

• Top Bundles of Three Services:

  • Pay-TV, Netflix, Prime Video (31%)
  • Pay-TV, Netflix, Amazon Prime Video (23%)
  • Pay-TV, YouTube, Netflix (22%)
  • Pay-TV, Prime Video, Amazon Prime Video (21%)
  • Pay-TV, Netflix, Disney+ (20%)

• Top Bundles of Four Services:

  • Pay-TV, Netflix, Prime Video, Amazon Prime Video (18%)
  • Pay-TV, YouTube, Netflix, Prime Video (13%)
  • Pay-TV, Netflix, Prime Video, Hulu (13%)
  • Pay-TV, Netflix, Prime Video, Disney+ (13%)
  • Pay-TV, Netflix, Hulu, Amazon Prime Video (11%)

Cost of Video Services

• Pay-TV subscribers pay an average of $111.26 per month for their bundle (including internet).
• Broadband-only subscribers pay $5 more per month on average for subscription streaming (SVOD) services than pay-TV subscribers.
• Consumers spend an average of $21 per month on TVOD rentals or purchases from services like iTunes or Google Play.

Content Preferences

• Most Popular TV Show Genres:

  • News (58%)
  • Comedy (55%)
  • Drama (55%)
  • Crime/Mystery (51%)
  • Action/Adventure (49%)
  • Sports (42%)
  • Documentary (42%)

• Most Popular Movie Genres:

  • Comedy (54.6%)
  • Action/Adventure (52.3%)
  • Drama (51.9%)
  • Crime/Mystery (45.9%)
  • Suspense/Thriller (38.3%)
  • Romantic Comedy (34%)
  • Science Fiction/Fantasy (30.6%)

Advertising and Free Content

• 83% of respondents believe canceling paid services and using free, ad-supported options is a good way to save money.
• 79% prefer free, ad-supported services over paid ones.
• 81% wish paid services like Netflix or Prime Video offered a free, ad-supported option.
• Despite this, 80% of respondents reported that free ad-supported content is not as good as paid services.

Subscription Hopping

• 25% of respondents added at least one new video subscription due to the pandemic.
• 15% canceled at least one subscription.
• Common reasons for adding subscriptions include more time at home, specific content needs, and children's entertainment.
• Common reasons for canceling subscriptions include financial constraints, lack of usage, and time limitations.

Viewing Behavior

• Surfers (30%) click through channels, apps, guides, or videos to find interesting content.
• Complementary Viewers (25%) watch content while doing other activities.
• Precision Viewers (20%) search for specific content before watching.
• Recommendation Viewers (15%) rely on personalized recommendations.
• Pure DVR Viewers (10%) primarily watch recorded content.

Preferred Screens for Streaming

• TVs are the most preferred screen for streaming, with 60% of respondents watching on them.
• Smartphones (15%), computers (12%), and tablets (10%) are also popular.

Streaming Devices

• Top Streaming Media Players:

  • Amazon Fire TV/Cube/Stick (30%)
  • Roku/Roku Stick (28%)
  • Apple TV (21%)
  • Chromecast (13%)
  • Other Android TV devices (e.g., NVDA Shield, Xiaomi Mi, TiVo Stream 4K) (remaining percentage)

• Smart TV Ownership:

  • 63% of respondents own at least one smart TV.
  • 22% purchased a new smart TV in the last six months.
  • Half were replacing non-smart TVs, and 40% were upgrading from other smart TV models.

Content Discovery

• 92% of respondents want to view, browse, and search all available content from a single guide or menu.
• 33% are "Extremely Interested" in this feature.
• 88% want to pay for all services through a single interface.
• 30% are "Extremely Interested" in this function.

EPG and Discovery

• EPGs are becoming more important for vMVPD users.
• 49% of vMVPD users use the guide to find content, up 11% from 2019.
• Pay-TV and subscription streaming services are the primary sources for discovering new content.

Recommendations and Engagement

• Recommendations Awareness:

  • 58% of SVOD users are aware of personalized recommendations.
  • 44% of vMVPD users are aware.
  • 30% of pay-TV users are aware, but this number is increasing the fastest.

• Recommendations Relevance:

  • 98% of SVOD users find recommendations relevant.
  • 97% of vMVPD and 97% of pay-TV users also find them relevant.
  • 45% of pay-TV users watch recommended content.
  • 42% of SVOD and vMVPD users watch recommended content.

Voice Search Adoption

• Voice search awareness and usage have increased significantly.
• 42% of respondents have at least one device with voice search capabilities (+6% YoY).
• 29% use voice search to find content, up from 18% in Q1 2020.
• Average time to find content via voice search is 12 minutes, down from 19 minutes in Q1 2020.
• Daily voice search usage among TiVo viewers increased by 25-30% since pre-Covid months.

Trust in Voice Search

• Trust in voice search is increasing even among skeptics.
• The number of respondents who tried voice search but had poor results decreased by 16% since 2019.
• The number of those who consider voice search a gimmick also decreased by 16% YoY.

Key Takeaways

• The pandemic has increased the reliance on video services for entertainment and news.
• Local content is more important than ever, with a significant increase in viewership.
• Consumers are more open to ads in exchange for free content.
• Streaming devices and smart TVs are the primary platforms for video consumption.
• Content discovery is a top priority, with a strong interest in unified guides and interfaces.
• Voice search is becoming a more trusted and commonly used feature, especially with the shift to home viewing.
• There is a growing demand for better content recommendations and more integrated viewing experiences.