The Buyer’s Journey—Pay TV vs. OTT

The recent decline in traditional pay-TV and growing popularity of OTT services have fostered the widespread belief that OTT subscribers are driven by simple economics. Certainly pricing plays a role in decision making, but other reasons including content availability, ability to work with connected entertainment devices, and service features also significantly influence these consumers. This study explores the adoption of video services and the degree to which pay TV and OTT video complement or compete with each other in purchase considerations. It evaluates decision criteria and consumer expectations, including content offerings, user experience, and features. The study also compares different consumer segments and demographic groups to understand their similarities and differences and how service providers can best connect with them.

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Consumer Analytics: Entertainment Services Track

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

Penetration and Growth Rates

Pay-TV Service Subscriptions (2011 - 2019)

Overall OTT Service Subscriptions (2015 - 2019)

Number of OTT Service Subscriptions (2014 - 2019)

Service Subscription Drivers

Reasons for Subscribing to Pay-TV Service (Q1/19)

Reasons for Subscribing to Subscription OTT Service (Q1/19)

Reasons for Subscribing to vMVPD Service (Q1/19)

Service Discovery and Buying Decisions

Sources Used for Discovering Ad-Supported Services (Q1/19)

Informative Sources Used: Pay-TV vs. vMVPD Services (Q1/19)

Demographic Distribution of Sources Used To Find Information About Online Video Service (Q1/19)

Time Spend On Consideration Before Subscribing: vMVPD vs. Pay-TV Service (Q1/19)

Service Selection Criteria

Factors Influencing Subscription OTT Service Subscription (Q1/19)

Factors Influencing Service Selection: vMVPD vs. Pay-TV Service (Q1/19)

Reasons for Using Ad-Supported Service (Q1/19)

Service Trials and Consideration

Number of Service Subscribed Post Trial Period (Q1/19)

Number of Services Subscribed Post Trail by Number of Services Trailed (Q1/19)

Service Subscription

Methods Used to Subscribe to Subscription OTT (Q1/19)

Methods Used to Subscribe to Subscription OTT Among OTT, Pay-TV Subscribers (Q1/19)

Pay-TV Vs. OTT Service Subscription (2018 - 2019)

Demographic Distribution of Pay-TV and OTT Subscribers Segment (Q1/19)

US Pay-TV Market Share (2016 - 2019)

OTT Service Subscriptions (2017 - 2019)

OTT Service Use by Business Model (2018 - 2019)

Subscriber Sentiment

Traditional Pay-TV Service Net Promoter Score (Q1/19)

Net Promoter Score: Pay-TV Service Operators (2018 - 2019)

Attitude Towards Use of Video Service by OTT and Pay-TV Service Subscribers (Q1/19)

Satisfaction with Online Video Services (Q1/19)

Net Promoter Score: OTT Services (2018 - 2019)

Video Service Feature Experience by Service (Q1/19)

Service Switching and Cancellation

Cancellation of OTT Services (Q1/19)

Reasons for Cancelling OTT Service (Q1/19)

Incentives Inhibiting Churn of OTT Services (Q1/19)

Publish Date: 3Q 2019

Slides: 58

Authored By:
Craig Leslie - Senior Analyst

Published by Parks Associates
© August 2019

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.

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