2024-11-28-TiVo-2024年第二季度北美视频趋势报告_18页_3mb

报告摘要

Q2 2024 TiVo Video Trends Report: North America Summary

Key Overview

The Q2 2024 TiVo Video Trends Report highlights a shift in consumer behavior due to video fatigue and the ongoing re-bundling trend. Consumers are reducing spending and utilizing ad-supported services to lower costs, while facing challenges in content discovery and increased reliance on digital devices.

Consumer Behavior and Spending

Average video sources consumed decreased, with a significant decline in spending, particularly for pay-TV subscribers. Pay-TV spending fell by over $30 year-over-year, and fewer consumers are adjusting their plans.
Ad-supported services are gaining popularity, with a rise in SVOD ad tiers and a drop in ad-free SVOD usage, driven by economic pressures and cost-saving motives.

Service Adoption Patterns

Video service bundles are evolving, emphasizing simplicity and lower-cost options. Discovery difficulties are worsening, with consumers using multiple apps and finding recommendations less relevant.
TVOD usage declined as streaming at home becomes preferred, while Free AVOD/FAST services saw stable use of FAST channels, accounting for a large share of viewing time.

Device and Technology Trends

TV remains the primary viewing platform, but smartphones and tablets are increasingly used for short-form content. Smart TV ownership is steady, with purchase intent driven by features like image quality and connectivity.
Voice control adoption decreased, with fewer users engaging in conversational interactions, and Interactive Ads returning to 2022 levels, though QR codes experienced a drop.

Advertising and Discovery Insights

Ad tolerance improved moderately, but concerns about repetitive and excessive ads persist, especially among younger demographics. Discovery dilemmas intensified, with more users navigating multiple apps, reducing effectiveness of recommendations.

Spending and Demographic Impacts

Spending adjustments decreased, with income correlating positively with smart TV ownership but less influence on overall sources compared to age and geography. Younger generations show higher ad tolerance and greater use of social video.

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