Pay-TV Video-on-Demand vs. Over-the-Top Video - Parks Associates
Pay-TV Video-on-Demand vs. Over-the-Top Video
MARKET FOCUS
SERVICE: ACCESS AND ENTERTAINMENT
2Q 2012
By John Barrett, Director, Consumer Analytics, and Yilan Jiang, Manager of Consumer Research, Parks Associates
SYNOPSIS
Pay-TV Video-on-Demand vs. Over-the-Top Video analyzes the competitive tension between pay-TV, video-on-demand services and new, over-the-top video services such as Netflix, Hulu+, and Amazon Instant Video.
Netflix vs. Pay-TV VOD
(U.S. Netflix Watch Instantly Subscribers who use PPV VOD from pay-TV provider monthly)
60%
Pay-TV VOD Netflix Watch Instantly Both about the same
It compares consumer satisfaction rates with each service, identifies the decision factors leading consumers to choose one over the other, and quantifies how often consumers choose one over the other.
ANALYST INSIGHT
0%
Better variety Better picture Easier to use Better price More helpful Better value
quality
search
Better Selection
? Parks Associates
"Over-the-top video is going head-to-head against pay-TV VOD and winning. Service providers should take note and take action. Losing this space to OTT providers would be a strategic setback for them."
John Barrett, Director, Consumer Analytics, Parks Associates
CONTENTS
Pay-TV Video-on-Demand vs. Over-the-Top Video
About the Research Previous Research Conclusions Recommendations
Trending Data
U.S. Households with Internet- Connected CE (2010 - 2012) Percentage of Broadband Households Connecting CE Devices to the Internet (2010 - 2012) PC - to - TV Connection (2009-2012) TV Set Capable of Accessing Online Content (Q1/12)
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MARKET FOCUS CONTENTS
Pay-TV Video-on-Demand vs. Over-the-Top Video
SERVICE: ACCESS AND ENTERTAINMENT
2Q 2012
Pay-TV Subscribers (2011-2012) Pay-TV Subscription Trends (2010-2011) Pay-TV Feature Usage (2010-2012)
OTT on TV
Full-Length Video Sources (Q1/12) Online Service Used to Watch Movie on a TV (Q2/12) Online Video Subscription Service - TV (Q2/12) Connecting CEs to TV to Watch Online Movies (Q2/12) Online Service Used to Watch TV Program on a TV (Q2/12) Online Subscription Service Used to Watch TV Programs on a TV (Q2/12) Connecting CEs to TV to Watch Online TV Programs (Q2/12)
Decision Factors
Motivation Behind Using VOD (Q1/12) Motivation Behind Pay-TV VOD Use (Q1/12) Alternative Methods Considered for Viewing Movie on a TV Factor Importance When Deciding How to Watch Movies: Netflix Watch-Instantly vs. VOD (Q2/12) Satisfaction with Movie Viewing Experience: Netflix Watch-Instantly vs. VOD (Q2/12) Satisfaction with Movie Viewing Experience: Netflix Watch-Instantly vs. Premium Broadcast TV
(Q2/12) Alternative Methods Considered for Viewing TV Program on a TV Factor Importance When Deciding How to Watch TV Programs: Online Subscription Service vs.
VOD/Premium Channels (Q2/12) Satisfaction with TV Program Viewing Experience: Netflix Watch-Instantly vs. Free VOD (Q2/12) Satisfaction with TV Program Viewing Experience: Netflix Watch-Instantly vs. Premium Broadcast
TV (Q2/12)
Head-to-Head Match-Ups
Internet Video Service Subscription (Q1/12) OTT Service Subscription vs. VOD Use (Q1/12) Netflix vs. Pay-TV VOD: Netflix Subs Using Free VOD (Q1/12) Netflix vs. Pay-TV VOD: Netflix Subs Using SVOD (Q1/12) Netflix vs. Pay-TV VOD: Netflix Subs Using PPV VOD (Q1/12) Hulu+ vs. Pay-TV VOD: Hulu+ Subs Using Free VOD (Q1/12) Hulu+ vs. Pay-TV VOD: Hulu+ Subs Using SVOD (Q1/12) Hulu+ vs. Pay-TV VOD: Hulu+ Subs Using PPV VOD (Q1/12) Amazon Prime vs. Pay-TV VOD: Amazon Prime Subs Using Free VOD (Q1/12) Amazon Prime vs. Pay-TV VOD: Amazon Prime Subs Using SVOD (Q1/12) Amazon Prime vs. Pay-TV VOD: Amazon Prime Subs Using PPV VOD (Q1/12)
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Pay-TV Video-on-Demand vs. Over-the-Top Video
MARKET FOCUS
AT T R I B U T E S
Parks Associates 15950 N. Dallas Pkwy Suite 575 Dallas TX 75248
TOLL FREE 800.727.5711 PHONE 972.490.1113 FAX 972.490.1133
sales@
SERVICE: ACCESS AND ENTERTAINMENT
2Q 2012
Authored by John Barrett and Yilan Jiang Executive Editor: Tricia Parks
Number of Slides: 61 Published by Parks Associates
? 2012 Parks Associates | Dallas, Texas 75248
All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.
Printed in the United States of America.
Disclaimer Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.
| ? Parks Associates | sales@ | 972.490.1113
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