세계의 광고 기반 스트리밍 시장 : 소비자 수요와 참여

SYNOPSIS:

It is more expensive than ever to stream ad-free video, especially when the top services continue to raise their prices. Households subscribe to 5 streaming services on average, but as many face a steady loss of buying power, more are experimenting with ad-based services to help offset the growing expense of entertainment. This study documents the rise of ad-based streaming including both FAST and AVOD services. It analyzes why ad-based services are experiencing a surge in popularity, which services are the most popular, and household sentiment towards the ad-based experience.

INFOGRAPHICS

Key questions addressed:

• 1) What is the state of the ad-based video streaming market?
• 2) What drives viewers to ad-based services?
• 3) How do viewers perceive the content on ad-based services?
• 4) What are the pain points viewers experience on ad-based services?
• 5) What would improve the ad-based experience for viewers?

ANALYST INSIGHT:

"The current streaming landscape is extremely volatile and fiercely competitive. Providers of all sizes strive to innovate, reach more viewers, improve efficiency, deliver in-demand content, and above all, achieve profitability." - Sarah Lee, Research Analyst, Parks Associates.

Table of Contents

Video Services Ecosystem

Executive Summary

• Use of OTT Video Services in Past 30 Days, by Business Model: Subscription (SVOD)
• Use of OTT Video Services in Past 30 Days, by Business Model: Free Ad-Based (FAST/AVOD)
• Likelihood of Moving OTT Subscription to Ad-Free Tier
• Pain Points with Ad-Based OTT Services Among Ad-based Users
• Net Promoter Score of OTT Services: Basic Tier vs Premium Tier
• Reasons for Subscribing to Basic Tier with Ads by Services
• Action Towards Price Increase for Streaming App Without Ads
• Action Towards Price Increase for Streaming App Without Ads by Ad Relevance Influence
• Interest in T-Commerce
• Interest in T-Commerce by Ad Relevance Influence

Streaming Market Overview

• Penetration of Traditional vs. OTT Video Services
• Number of OTT Service Subscriptions
• Use of OTT Video Services in Past 30 Days, by Business Model
• Free and Subscription Ad-based Streaming Adoption
• Overlap of SVOD and Ad-Based Streaming
• Demographic Breakdown of Video Service Users
• Trends in Monthly Spending on OTT Video Services
• Primary Connected TV Platform

Ad-Based Streaming Trends

• Use of Leading Free Ad-based Video Services
• Attitudes Towards Video Services
• Attitudes Towards Video Services by Age Group
• Drivers for Using Free Ad-Based OTT Services
• Attitudes Towards Video Services by Age Group
• Pain Points with Ad-Based OTT Services
• Free Ad-Based Service Viewing Frequency
• Frequency of Watching Free Ad-Based Services
• Ad-Based Service Viewing Frequency by Attitudes Towards Content Seeking
• Genres of Online Content Viewed by Ad-Based OTT Subscribers

Subscription Advertising Tiers

• Trends in Use of Basic with Ads or Premium Ad Free Tier for Major SVOD Services
• Reasons for Subscribing to Basic Tier with Ads
• Reasons for Subscribing to Basic Tier with Ads by Services
• Likelihood of Switching from Premium Tier to Basic Tier with Ads
• Likelihood of Switching from Premium Tier Services to Ad-Based Service Tier by Services
• Net Promoter Score of Leading OTT Services: Trending
• Net Promoter Score of OTT Services: Basic Tier vs Premium Tier
• Reasons for Cancelling Service
• Incentives to Prevent Churn

Impact of SVOD Price Increases on Ad-based Services

• Action Towards Price Increase for Streaming App Without Ads
• Action Towards Price Increase by Gender
• Action Towards Price Increase by Generation
• Action Towards Price Increase for Streaming App Without Ads by Children at Home
• Action Towards Price Increase by Type of Premium Service Subscribed
• Action Towards Price Increase by Consumer Attitudes
• Action Towards Price Increase for Streaming App Without Ads by Ad Relevance Influence
• Likelihood of Moving OTT Subscription to Ad-Free Tier
• Likelihood of Moving OTT Subscription to Ad-Free Tier by Age
• Likelihood of Moving OTT Subscription to Ad-Free Tier at $14.99 by Leading Ad-based Video Services

Interactive Advertising and T-Commerce

• T-Commerce Activities
• Interest in T-Commerce
• Interest in T-Commerce by Age Group
• T-Commerce Activities by Interest in T-Commerce
• Interest in T-Commerce by Ad Relevance Influence
• Preferred Interactions with Ads

Appendix