2017年Q4在线视频和付费电视趋势报告（英文版）_42页_746kb

Q4 2017 Online Video and Pay-TV Trends Report Summary

Core Content Overview

This report provides insights into consumer behavior regarding pay-TV, OTT, and connected devices in Q4 2017. It highlights trends in cord-cutting, satisfaction levels with pay-TV services, and the growing influence of streaming platforms on viewer habits.

Main Trends and Key Findings

Cord-Cutting and Pay-TV Retention

• 85.2% of respondents subscribe to pay-TV service.
• 18.9% of those without pay-TV cut service in the last 12 months.
• 6.1 percentage points increase in the number of respondents who have not had pay-TV for over 12 months.
• Price is the top reason for both cord-cutting and dissatisfaction (86.7% for cord-cutting, 83.1% for dissatisfaction).
• 44.8% of cord-cutters use an antenna to access OTA TV.

TV Usage Patterns

• The top three ways respondents use their TVs without pay-TV:
  1. OTA TV – 34.9%
  2. Smart TV apps (e.g., Netflix, Hulu) – 30.6%
  3. Streaming media devices (e.g., Apple TV, Roku) – 23.9%
• Live sports is the second most watched content type, with 67.3% of pay-TV users watching it daily.
• 67.1% of respondents watch OTT/Streaming content daily.

Consumer Satisfaction with Pay-TV

• 52.2% of pay-TV users are satisfied with their service.
• 31.6% are "very satisfied," an increase of 7.5 percentage points y/y.
• 19.6% of users feel they have enough time to watch all favorite shows if they can skip ads (DVR users).
• 16.2% are unsatisfied, with poor service and poor customer service being the second and third reasons.

À La Carte Pay-TV Packages

• 81.3% of respondents want to pay only for channels they watch.
• Ideal monthly cost for à la carte packages is $33.09 (up 6.2% q/q).
• Channel cost is $1.50 per channel per month, with 22 channels being the average ideal selection.
• HBO, Cinemax, and Starz are the most expensive channels, with prices exceeding current subscription costs.
• NHL Network and SEC Network enter the top 10 most desired channels for à la carte.

Potential Churn

• 9.3% of pay-TV users switched providers in the last 3 months.
• 49.4% of pay-TV users are considering changing providers within the next 6 months.
• 55.3% are interested in à la carte packages, but the percentage of those who would stay if offered this option decreased by 3.1 percentage points q/q.

OTT Trends: SVOD and TVOD

• 68.2% of all respondents use an SVOD service, with Netflix leading in adoption and engagement.
• 69.5% of pay-TV users are "cord-cheaters" (use SVOD services alongside pay-TV).
• 63.8% of cord-cutters and cord-nevers use SVOD services.
• YouTube TV is the fourth most popular SVOD service, growing significantly in Q4 2017.
• SVOD engagement increased:
  • 38.9% spend $9–$14 per month.
  • 93.3% watch content daily.
  • 48.1% watch 1–3 hours of SVOD content per day.

Netflix Subscriber Insights

• 57.2% appreciate the ability to create personalized profiles.
• 41.1% like personalized recommendations.
• 44.7% enjoy auto-play of the next episode.
• Price is a key factor for Netflix adoption, but it decreased 4.4 percentage points q/q after a recent increase.
• Despite the price hike, Netflix continues to see strong adoption due to its low cost and content offerings.

Key Recommendations

• Pay-TV providers should leverage viewer data to create targeted marketing and educational campaigns.
• Introducing à la carte packages within the desired price range could help retain customers.
• Enhancing content discovery and user experience (e.g., carousel guides, cross-catalog integration) is essential.
• Live sports remains a key differentiator for pay-TV, so promoting exclusive sporting events is crucial.
• Monitoring OTT competition and adapting to changing consumer preferences is necessary for long-term success.