Consumer Perception of OTT Video

OTT video services continually adapt their offerings and experiences to remain relevant in a fast-changing market. Consumer perception affects both willingness to adopt a service and willingness to remain a user. This primary research covers consumer perception of the top OTT video services, their libraries, and features.

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Consumer Analytics

Key Questions Answered

Survey Methodology

Defining Heads of Broadband Households

Definitions and Abbreviations

Reading Parks Associates Charts

Executive Summary

Industry Insight

Key Findings and Market Impact

Adoption & Use by Business Model

Impact of COVID-19 on Service Usage (Q1/20)

Online Video Services Usage Due to COVID-19 by Age (Q1/20)

Increased Usage of Home Service by Video Service Type (Q1/20)

OTT Service Use by Business Model (2018 - 2020)

Overall OTT Service Subscriptions (2014 - 2020)

Penetration of Traditional vs. OTT Video Services (2017 - 2020)

Pay-TV and OTT Service Subscriptions (2014 - 2020)

Number of OTT Service Subscriptions (2014 - 2020)

Adoption & Use by Service and Device

Major OTT Subscription Services (Q1/20)

Trends in OTT Service Subscriptions (2016 - 2020)

OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT (2017 - 2020)

Top Five OTT Service Penetration by Age (Q1/20)

Top 5 OTT Service Penetration by Gender (Q1/20)

Top Five OTT Service Penetration by Household Income (Q1/20)

Children at Home Among Top 5 OTT Services (Q1/20)

Apple-Branded Product Ownership Among OTT Service Subscribers (Q1/20)

Top Sports OTT Video Subscriptions (Q1/20)

Overall vMVPD Service Adoption (2017 - 2020)

vMVPD Service Subscription (2017 - 2020)

Use of Ad-Based OTT Video Services (2017 - 2020)

Use of Transactional OTT Services (2019 - 2020)

Primary Device Used for Streaming Online Videos by Service Type (Q1/20)

Perceptions of OTT Services

Satisfaction With OTT Services (Q1/20)

Net Promoter Score of OTT Services (2019 - 2020)

Reasons for Recommending OTT Services (Q1/20)

Reasons for Not Recommending & Not Cancelling OTT Services (Q1/20)

User Experience of Service Subscription by Video Service Type (Q1/20)

User Experience of Ad-Based OTT Services (Q1/20)

User Experience of Transactional OTT Services (Q1/20)

OTT Subscriber and User Journey

Method of Subscribing to OTT Services (2019 - 2020)

Drivers for Subscribing to OTT Services (Q1/20)

Drivers for Subscribing to Individual OTT Service (Q1/20)

Factors Influencing OTT Service Subscription (Q1/20)

OTT Service Trials (2017 - 2020)

OTT Service Trial Conversions by Video Service Type (Q1/20)

Attitudes Towards OTT Service Trials (Q1/20)

Average Subscription Duration of Top OTT Services (Q1/20)

Average Subscription Duration of vMVPD Services (Q1/20)

Drivers for Using Ad-Based OTT Services (Q1/20)

OTT Service Churn

Subscribers Cancelling Service as % of Subscriber Base (2019 - 2020)

Major OTT Service Subscribers Cancelling as a % of Current Subscriber Base (2017 - 2020)

OTT Subscription Service Market Landscape (Q1/20)

vMVPD Services: Subscribers Cancelling OTT Service as a % of Current Subscriber Base (2019 - 2020)

Publish Date: 2Q 2020

Slides: 66

Authored By:
Steve Nason - Research Director

Published by Parks Associates
© May 2020 Parks Associates

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