2025年第二季度北美视频趋势报告_16页_24mb

Introduction
TiVo's Q2 2025 Video Trends Report highlights significant changes in North American video entertainment consumption, emphasizing fragmentation and increased service usage.

Key Findings

1. Service Usage Increase

   • Viewers use an average of 10.87 video sources, an increase from Q2 2024 (9.10 sources).
   • Average monthly video spending increased by $20-30 year over year due to pricing changes and bundle popularity.

2. Media Consumption Habits

   • TVs remain the favorite device (61.6%), followed by smartphones (23.1%).
   • Viewers spend approximately 68% of their time watching long-form content.
   • Video in-vehicle consumption fluctuates based on activity and device usage.

3. Bundling & Price Sensitivity

   • Respondents use an average of 4.7 bundles, with smart TVs purchased recently only moderately important for ensuring value.
   • Over a third evaluate spending at least every few months, indicating ongoing cost-conscious adjustments.

4. Discovery Methods & Economics

   • Word-of-mouth and recommendations remain the most common discovery methods (49.1%).
   • The percentage using multiple apps per session remains high (73.7%); voice control awareness grew by approximately 9% to 7.0%.
   • Free AVOD/FAST adoption increased by about 8%, with linear/live TV use slightly rising too.

5. Streaming Video on Demand

   • SVOD service usage peaked at 87.0%, with slightly rising churn.
   • Consumer interest (61%) in local content increased, impacting primetime viewing declines.

6. Pay TV & Cord Cutting

   • 27.2% plan to cut the cord within six months; retention stems mainly from dissatisfaction with availability and quality.
   • A significant portion (31.9%) who cut the cord resubscribed later.

Conclusion
North American video consumption in Q2 2025 indicates resilience despite economic pressures, with consumers embracing bundle strategies and exploring personalized, multi-device integration while evaluating value and channel access. Soundbite advertisers find stable audience tolerance but face ongoing challenges regarding ad relevance and placement.