资源描述
1 VIDEO TRENDS REPORT Q2 2019 2019 TiVo Corporation. 2 Introduction Q2 2019 Survey Size 5,340 This survey was conducted in Q2 2019 by a leading third-party survey service; TiVo analyzed the results. TiVo conducts this survey on a quarterly basis and publishes a biannual report evaluating and analyzing key trends across the TV industry. Survey Methodology INTRODUCTION TiVo seeks real consumer opinions to uncover key trends relevant to TV providers, digital publishers, advertisers and consumer electronics manufacturers for our survey, which is administered quarterly and examined biannually in this published report. We share genuine, unbiased perspectives and feedback from viewers to give video service providers and industry stakeholders insights for improving and enhancing the overall TV-viewing experience for consumers. TiVo has conducted a quarterly consumer survey since 2012, enabling us to monitor, track and identify key trends in viewing habits, in addition to compiling opinions about video providers, emerging technologies, connected devices, OTT apps and content discovery features, including personalized recommendations and search. TiVo (NASDAQ: TIVO) brings entertainment together, making it easy to find, watch and enjoy. We serve up the best movies, shows and videos from across live TV, on-demand, streaming services and countless apps, helping people to watch on their terms. For studios, networks and advertisers, TiVo delivers a passionate group of watchers to increase viewership and engagement across all screens. Go to tivo and enjoy watching. For more information about TiVos solutions for the media and entertainment industry, visit business.tivo or follow us on Twitter tivoforbusiness. Geographic Regions U.S., Canada Age of Respondents 18+ 2 2019 TiVo Corporation. 3 SWIMMING IN A SEA OF CHOICESNumber of Services Section One 6.3 * Year after year, more and more video content providers and services enter the market, and consumers are drowning in options. Plenty of households still hold tight to traditional cable packages and satellite TV, but often supplement them with additional video services. The Subscription Video on Demand/ Ad-Based Video on Demand (SVOD/AVOD) market is getting crowded: Netflix, HBO NOW, Amazon Prime Video and Hulu have surged in popularity and usage in recent years, and this year Disney, Apple, WarnerMedia and even DC Universe are throwing themselves into the fray. Meanwhile, free video streaming services like YouTube, and social media channels such as Facebook and Snapchat continue to offer even more choices for content consumption. As a result, multi-service usage continues to grow increasing by 14 percent since 2018. 3 +14% YoY *Yearly averages were reweighted to match the number of responses from 2019 for consistency. 2019 2018 2017 2016 7.2 5 4 2019 TiVo Corporation. 4 TOP SERVICE BUNDLES SHOW ONGOING ADOPTION As the video ecosystem fragments, consumers continue to choose a wide combination of service types in order to unlock the content they value. Here are the most popular video bundles consumers are utilizing today, all of which include some form of free, ad-supported (AVOD) offering (i.e., YouTube, free TV network apps and/or social media video). OF VARIOUS BUSINESS MODELS ACROSS PAY TV, SVOD AND AVOD Facebook YouTube Pay TV 40% Netflix Facebook YouTube 26.7% Netflix Facebook Pay TV 24.7% Netflix YouTube Pay TV 29.1% Free Video* Facebook Pay TV 21.2% Free Video* YouTube Pay TV 24.2% Free Video* Facebook YouTube 22.7% Snapchat YouTube Pay TV 19% Facebook Snapchat Pay TV 17.8% Facebook Snapchat YouTube 19.5% Netflix Free Video* YouTube 19.5% Section One *from network sites or apps 2019 TiVo Corporation. 5 PAY TV, SVOD AND YOUTUBE DOMINATE DISCOVERY When asked which services they use to actively find content, survey respondents showed a clear preference for cable/satellite TV, SVOD services like Netflix and Amazon Prime Video, and free YouTube videos. Nearly 39 percent of respondents indicated they actively use Netflix to find new movies or TV series theyve never seen before. Cable/satellite TV (26.9 percent), Amazon Prime Video (25.5 percent) and free YouTube videos (23.6 percent) were close in the race for a distant second place. When it comes to finding new episodes of tried-and-true, regularly-watched series, cable/satellite TV surges ahead of the pack (40.4 percent). Viewers turn to free YouTube videos (19.2 percent), Netflix (18.5 percent) and free ad-supported sites or apps (15.4 percent) much less often, but still far more frequently than other services. Netflix Cable/Satellite TV Amazon Prime Video Free YouTube videos Rental shows/movies Hulu On Demand Free sites or apps HBO GO Hulu + Live TV HBO NOW Antenna TV New Movies/TV Series youve never seen before Section One New Episodes of series you regularly watch Netflix Cable/Satellite TV Amazon Prime Video Free YouTube videos Rental shows/movies Hulu On Demand Free sites or apps HBO GO Hulu + Live TV HBO NOW Antenna TV Netflix Cable/Satellite TV Amazon Prime Video Free YouTube videos Rental shows/movies Hulu On Demand Free sites or apps HBO GO Hulu + Live TV HBO NOW Antenna TV Rewatching movies/TV shows youve already seen 38.9% 18.5% 26.9% 40.4% 18% 25.5% 5 2019 TiVo Corporation. 6 While SVOD giants continue to report subscriber increases, Virtual Multichannel Video Programming Distributor (vMVPD) services such as YouTube TV, DIRECTV NOW, PlayStation Vue and Sling TV are beginning to stall or are slowly decreasing. Still, nearly one-third of respondents states they still dont use any form of SVOD service. CONSUMER ADOPTION OF vMVPDS SINKS 2018 2019 Section One 30.5% dont use any SVOD services Subscription OTT Services We asked consumers which of these subscription OTT services they use currently. YouTube TV Hulu + Live TV DIRECTV NOW PlayStation Vue Sling TV 12% 8.5% -28.5% YoY 6.7% 6.9% -3% YoY 4.1% 6.3% -34.1% YoY 3.3% 4.4% -24.7% YoY 3% 3.2% -6.5% YoY 2019 TiVo Corporation. 7 41.5% Live TV OTT DVRed VIEWERS WATCH LIVE TV THE MOST, BUT OTT IS CLOSE BEHIND Live TV accessed from channel guide OTT/ subscription services Previously recorded/ DVRed TV Live sports/ sporting events Dont Watch regularly Section One Watch One Hour or More regularly 10.3% 27.8% Live TV OTT DVRed 25.4% 19.3% 39.9% 44.8% 65.8% 52.4% 46.8% of respondents watch one hour or more of sports across all three platforms 2019 TiVo Corporation. 2018 20198 Section One While consumers continue to view a wide variety of content genres across both TV and movies, comedy tops the charts for both content types (61.1 percent for TV and 56.9 percent for movies), followed closely by drama and action/adventure.TELEVISION SCREENS: NOT JUST FOR SHOWS ANYMORE While 79 percent of survey respondents use their TV screens to watch TV shows, and nearly half use them to watch live sports, TV owners also commonly use their screens to stream YouTube videos (34.1 percent), play video games (26.7 percent), watch personal videos (14.5 percent) and cast video content via the internet (13.5 percent). Only 1.9 percent of respondents indicated that they do not own a TV. TV Movies COMEDY IS THE FAVORITE CONTENT GENRE Comedy Drama Action/Adventure Crime Drama Suspense/Thriller Documentaries Crime/Mystery News Science Fiction History Sports Comedy Drama Comedy Action/Adventure Drama Suspense/Thriller Science Fiction Crime Drama Crime/Mystery Fantasy Romantic Comedy Documentaries Comedy Drama Horror 61.1% 51.5% 41.6% 40.1% 39.7% 39.5% 37.1% 34.8% 33% 32.5% 31.9% 30.2% 56.9% 44.7% 45.4% 39.8% 33.8% 33.3% 30.8% 27.8% 26.3% 26.2% 25.2% 24.9% Watch TV shows Watch live sports Stream YouTube videos Play games on gaming console Watch personal videos Cast video content via internet 79.2% 48.7% 34.1% 26.7% 14.5% 13.5% TV Screen Use Content Genres We asked consumers their preferred content genres. 2019 TiVo Corporation. 9 FREE CONTENT (POPULARITY AND USAGE OF AVOD) IS STILL IN ITS INFANCY Section One As more and more free video platforms and high-quality content become available, consumers are watching more of it. Survey respondents indicated they spend the most time watching SVOD services, but free video from social media platforms such as Facebook and Snapchat garner the most individual views per week, and follow close behind SVOD in time spent. ADOPTION OF TV NETWORK SITES AND APPS IS DECLINING SLOWLY Across the board, fewer people have TV network apps downloaded onto their mobile devices in 2019 than in 2018. More than 65 percent of respondents dont use TV network sites or apps to view content at all. AVOD vMVPD SVOD Average Views Average Time per week in minutes per view 0.7 2.3 2.4 17.3 61.2 80.4 Three-quarters of survey respondents watch free streaming content from YouTube. At 63.8 percent, Facebook is not far behind. YouTube Facebook Free video* Snapchat Roku Channel Crackle 75.1% 63.8% 41% 29.1% 24.2% 20.76% Cartoon Network ABC A&E CNN CBC 10.4% 9.1% 8.5% 6.1% 7.8% 5.3% 7.7% 4.8% 7.3% 4.9% *from network sites or apps 2018 2019 +41.7% YoY 9 ADOPTION OF LINEAR AVOD SERVICES IS GROWING As consumers grow tired of paying for subscription services, linear AVOD services are on the rise. Pluto TV (+4.5 percent), Tubi TV (23.9 percent) and Philo TV (14.3 percent) all gained viewers year over year. 2018 2019 2019 TiVo Corporation. 17.7% 18.5% +4.5% YoY Pluto TV 13% 16.2% +23.9% YoY Tubi TV10 CORD-CUTTING SHOWS SIGNS OF SLOWING STILL A CONCERN DESPITE ONGOING SATISFACTION WITH PAY TV Section One Bombarded by service options and beset by content fatigue, many consumers are putting the brakes on cord-cutting and holding onto their tried-and-true pay TV. More than 80 percent of survey respondents still have cable/satellite service, and the numbers indicating that they are “very satisfied” with this service increased 9.4 percent year over year. Meanwhile, numbers of customers “very satisfied” with vMVPD services such as Sling TV, DIRECTV NOW and YouTube TV decreased by 37 percent since 2018. While the number of respondents indicating they are “very satisfied” with free broadcast TV from antenna dropped by 44.2 percent, it is possible that this decline is due to decreasing awareness that free TV is even available via antenna. Educating increasingly cost-conscious consumers about the “antenna option” may reap rewards. Linear TV service (cable/satellite) 83.3% Use/subscribe to cable/satellite service 2018 2019 Very Satisfied CUTTING THE CORD 12.2% of consumers still plan to cut the cord in the next six months, down from 18.8 percent in 2018. SVOD AVOD vMVPD Free broadcast TV from antenna 26.8% 24.5% 34.5% 33.5% 35.2% 35.4% 13.5% 24.2% 17.4% 27.6% PRICE CAUSES CORD-CUTTING 85.2 percent of cord-cutters cut pay TV because it was too expensive. Price/Pay TV is Too Expensive To Use (Only) an Internet Streaming Service (Netflix, Hulu, Amazon Prime Video, etc.) To Use (Only) an Antenna for basic TV channels 2018 2019 85.2% 49.4% 24.4% 80.2% 38.8% 16.7% 2018 2019 Plan to Cut the Cord to a non-pay-TV/live-TV service -6.6% YoY 18.8% 12.2% 2019 TiVo Corporation. 11 Section One While la carte channel packaging may seem like an attractive option for some, the act of selecting each individual channel may, in fact, be a daunting task for others. Interested in selecting only the channels you want to watch MAJOR NETWORKS ARE STILL THE MOST WANTED BY THE MOST VIEWERS ABC CBS A&E Discovery Channel FOX NBC HBO History FX AMC Food Network Comedy Central Animal Planet TNT The Weather Channel 57.9% 51.4% 48.3% 48.3% 46.7% 45.2% 44.4% 42.2% 38.6% 37.5% 36.3% 35.7% 33.9% 32.8% 32.4% 2018 2019 70.9% 69.9% THE FREEDOM OF LA CARTE IS STILL CAUSING SOME TREPIDATION 2019 TiVo Corporation. 12 Section One Survey respondents indicated they are willing to pay the most for channels with exclusive premium content like HBO, Starz and Cinemax, and channels that cater to particular sports interests or sports conferences, such as the NFL Network, NHL Network and SEC Network. Total demand for niche/premium channels may be lower, but viewers are loyal and willing to pay more for the content they want. FINDING THE RIGHT NUMBER OF CHANNELS American consumers want more channels, and are willing to pay more than Canadian consumers. Overall, survey respondents indicated they want an average of 20.6 channels and are willing to pay $31.15 to access them. Willing to pay for Popular Channels NBC CBS History Discovery Channel FX ABC AMC FOX A&E HBO SEC Network Ovation TV Adult Swim NHL Network Revolt NFL Network AXS TV Starz Cinemax HBO U.S. Canada Average Number of Channels desired Average Price customers are willing to pay for those channels 18.4 $33.30 $23.65 Total 20.6 $31.15 21.3 $1.46 Willing to pay for Niche/Premium Channels $1.52 $1.58 $1.64 $1.69 $1.70 $1.71 $1.72 $1.78 $2.85 $2.07 $2.12 $2.12 $2.24 $2.38 $2.39 $2.50 $2.58 $2.61 $2.85 BUT VIEWERS ARE WILLING TO PAY FOR NICHE/PREMIUM CHANNELS 2019 TiVo Corporation. 13 We looked at year-over-year usage numbers and saw that smart TVs remain the most popular of the streaming device options, but theyve seen little increase or decrease in use. Meanwhile, Roku Streaming Stick, Roku streaming players and Amazon Fire TV Stick are gaining ground, while Google Chromecast and Apple TV are on the decline. The Top Six Streaming Device Options ranked by popularity 22% of respondents access pay TV with a streaming device Over one-third of survey respondents indicated they still dont own a streaming device. The numbers from 2018 were similar, suggesting overall streaming device adoption has faltered in the face of content fatigue and option overload. 34.9% still dont own a streaming device 1 Smart TVs Roku Streaming Stick and players Gaming Consoles (e.g., Xbox, PlayStation, etc.) Amazon Fire Stick Google Chromecast Apple TV 2 3 4 5 6 27.6% 21.26% 20.1% 17.7% 10.8% 10.3% +20.1% YoY Have replaced one or more pay-TV/live-TV STBs with a streaming device Have not replaced any pay-TV/live-TV STBs with a streaming device Actively use a streaming device to access pay TV/live TV Do not have pay TV/live TV 12.8% 40.6% 11.8% 31.3% Section One SMART TVS AND STREAMING DEVICES ARE BEING WIDELY ADOPTED +11.7% YoY -14.2% YoY -22.9% YoY 2019 TiVo Corporation. 14 Section One: Conclusion Every year, consumers are presented with a widening array of content and technology options. While keeping up with the latest and greatest options may be a discouraging task for some, consumers in general are becoming more amenable to adopting next-generation devices and services that add value to their lives. As such, efficient and innovative content aggregation a
展开阅读全文