플랫폼 전쟁 : 커넥티드 TV 생태계 평가

SYNOPSIS:

Streaming is now the dominant mode of video consumption, making connected TV platforms the new power players in entertainment. Roku, Amazon, Samsung, Google, Vizio, LG, and others control the user experience of TV-based streaming and generate subscription and advertising revenues from their positions in video distribution.

INFOGRAPHICS

This study examines the various connected TV (CTV) platforms on the market today. It identifies sentiments such as brand loyalty, perception of value, ease of use, and willingness to recommend to others. It also examines the operating system and device ecosystem as purchase factors for smart TVs and streaming media players.

Drawing from Parks Associates' Q1 2024 survey of 8, 000 U.S. internet households, the data used in this study is demographically representative of US internet households, with quotas for age, income, gender, and educational attainment.

questions addressed:

• 1. What does the competitive landscape look like for the connected TV market?
• 2. What are the most important features that consumers look for when shopping for a new connected TV device?
• 3. How important is ecosystem compatibility to consumers when purchasing a new connected TV device?
• 4. How do brand and ecosystem perceptions factor into consumer choice of connected TV devices?
• 5. Is there consumer interest in IoT compatibility and integration to the TV, such as with smart home devices?

ANALYST INSIGHT:

"Ecosystems are sticky because they are encompassed by many devices, services, and a single source of control. Deep integration within an ecosystem fosters brand loyalty and more product purchases." - Sarah Lee , Research Analyst, Parks Associates.

Table of Contents

ecutive Summary

• Smart TV and Streaming Media Player Adoption Trends
• Attitude Towards Connected TV Ecosystems
• Most-Used Connected TV (CTV) Platform in Home
• Free Ad-Based Video Services Usage by Primary Connected TV Platform
• Top 5 Important Features Considered for Future Smart TV Purchases
• Top Reasons for Smart Steaming Media Player Brand Preference

Smart TV and Streaming Media Player Adoption and Use

• Trends in Adoption of Consumer Electronics Products
• Primary Streaming Video Device
• Total Average Video Consumption by Platforms
• Brand of Most-Used Smart TV in the Home
• OS of the Most-Used Smart TV in the Home
• Brand of Most Used Streaming Media Player
• Brand of the Most Used Streaming Media Player in the Home
• Primary Connected TV Platform
• Most Frequently Used TV-Connected Device for Gaming

Perceptions of Primary CTV Platforms

• Attitudes Towards Video Services by Primary Connected TV Platform
• Average Number of OTT Service Subscribed by Primary Connected TV Platform
• Average Monthly Spending on OTT Services by Primary Connected TV Platform
• OTT Video Service Model Usage by Primary Connected TV Platform
• Free Ad-Based Video Services Usage by Primary Connected TV Platform
• Social/User Generated Content Platform Usage by Primary Connected TV Platform

Brand Perceptions

• Consumer Brand Perceptions
• Attitude Towards Connected TV Ecosystems
• Agree with Ecosystem Integration for Video Devices by Age
• Attitudes Toward Connected TV Ecosystems by Most Used Smart TV OS
• Attitudes Toward Connected TV Ecosystems by Most Used Streaming Media Player OS
• Familiarity of TV Technologies and Features
• Familiarity with Smart TV Features by Most Used Smart TV OS

Smart TV and Streaming Media Player Purchases

• Consumer Electronics Products Purchased in the Last 6 Months
• Consumer Electronics Devices Purchase Intention
• Top Brands of Smart TV Purchased or Received
• Top Brands of Streaming Media Player Purchased or Received
• Demographic Breakdown of Connected TV Device Users

Purchase Drivers: Smart TVs and Streaming Media Players

• Top 5 Important Features Considered for Future Smart TV Purchases
• Top 5 Important Features Considered for Smart TV Purchases
• Platforms Used to Control Smart Home Device
• Most Used Platform Used to Control Smart Home Devices
• Top Reasons for Smart TV Brand Preference
• Top Reasons for Smart TV Brand Preference by Smart TV OS Adoption
• Top Reasons for Smart Steaming Media Player Brand Preference
• Top Reasons for Smart Steaming Media Player Brand Preference by Streaming Media Player Brand
• Important Features Impacting Smart TV Purchase Decision, Trending
• Important Features Impacting Smart TV Purchase Decision by Smart TV OS Adoption

Satisfaction

• Consumer Electronics Devices: Net Promoter Score
• Net Promoter Score for Consumer Electronics Devices by Major Brands
• Satisfaction Level of Features on Primary Connected Devices
• Satisfaction Level of Features by Primary Connected Devices

Appendix