US OTT Video Services: Shifting Demand

Report
June 2023
Region: United States
Parks Associates
ID: 5639022

This research provides a comprehensive view of the traditional pay-TV, streaming TV, and OTT services market across subscription, ad-based, and transactional business models. It details shifting consumer preferences, with historical trending data on adoption, satisfaction, and churn for pay-TV and OTT services. It details top causes of service churn and consumer receptivity to new service features and retention incentives.

ANALYST INSIGHT

Services must improve the consumer experience and content options in order to retain customers. Without writers creating high-quality scripted content, an increase in customer attrition is expected in the near term.

Survey Methodology and DefinitionsPay-TV Definitions and CategorizationVideo Services EcosystemKey Terms and Definitions

Executive Summary

Pay-TV & OTT Service Subscription Trend
Pay-TV Adoption by Service Type
Number of OTT Service Subscriptions
Spending on Video Services: Traditional Pay TV vs. SVOD Services
OTT Service Use by Business Model
OTT Subscriber Churn
OTT Churn Triggers
OTT Service Retention Options

The Big Picture: Pay-TV vs. Streaming

Penetration of Traditional vs. OTT Video Services
Pay-TV & OTT Service Subscription Trend
Pay-TV and OTT Service Subscription Mix
Spending on Video Services: Traditional Pay TV vs. SVOD Services

Pay-TV: From Traditional to Streaming TV

Pay-TV Adoption by Service Type
Market Segments: Pay-TV Subscribers, Cord Cutters, and Cord Nevers
Last Subscription to Pay-TV Service
Traditional Pay-TV Service Provider Market Share, YoY
Overall vMVPD Service Adoption
Streaming TV Service Adoption, YoY
Pay TV Subscriber Access to Streaming Services via Set-top Box
Intention to Make Changes to Pay-TV Service
Reasons for Switching from a Traditional to Streaming TV Service
Reasons for Switching from a Streaming to a Traditional Pay-TV Service
Important Factors of Selecting New Home Internet Provider

Pay TV: Value of New Features

Features Offered and Received From TV Service Provider
Importance of Pay-TV Service Features & Platform Accessibility
Appeal of Emerging Pay-TV Service Features: Home Control & Interactivity

Streaming Video: Business Models and Subscription Path

OTT Service Use in Prior 30 Days, by Business Model
OTT Business Model Use by Pay-TV Groups
Use of Ad-Based OTT Services in Prior 30 Days
Use of Transactional OTT Services in Prior 30 Days
Number of OTT Service Subscriptions
Average Number of OTT Service Subscriptions
Average Number of OTT Service Subscriptions by Pay-TV Groups
Method of Subscribing by Service Type Q3 2022
Method of Subscribing to OTT Services
Method of Subscribing by Service Type
Method of Subscribing to Top 10 OTT Services

SVOD Market Leaders: Adoption & User Base

OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT
OTT Video Service Use by Parent Companies
Major OTT Subscription Service Adoption
Premium Network OTT Subscriptions
Additional Streaming Service Subscriptions
Additional Streaming Service Subscriptions, Cont’d
Sports OTT Service Subscriptions Overall
Sports OTT Service Penetration
Fitness OTT Service Penetration
Age Breakdown by Major OTT Subscription
Gender Breakdown by Major OTT Subscription
Children at Home Breakdown by Major OTT Subscription
Household Income Breakdown by Major OTT Subscription

OTT Subscription Duration

Average Subscription Duration of Major and Premium OTT Services
Average Subscription Duration of Other OTT Services
Average Subscription Duration of Sports OTT Services
Average Subscription Duration of Fitness OTT Services

NPS Benchmarking by Sector and Services

Net Promoter Scores by Sector - Trending (2019-2023)
Traditional Pay-TV Service Provider NPS
vMVPD Service NPS
Net Promoter Score of OTT Services
Pay-TV Service Sentiment: Legacy vs. Streaming Pay TV
High Satisfaction with Current Pay-TV Service: Legacy vs. Streaming Pay TV
Pay-TV Content Preferences: Legacy vs. Streaming Pay TV

OTT Churn

OTT Subscriber Churn
vMVPD Services: Subscribers Cancelling OTT Service as a % of Current Subscriber Base
Subscribers Cancelling Service as a % of Current Subscriber Base
OTT and Streaming TV Subscription Behaviors
OTT and Streaming TV Subscription Behaviors, by Streaming TV Subscribers
Value of Streaming Services Bundled with Communication Services
OTT Churn Triggers
OTT Churn Triggers: vMVPDs vs. all OTT Services
OTT Service Retention Incentives
OTT Service Retention Incentives: vMVPD vs All OTT Services

Appendix

Companies Mentioned

ViacomCBS - As of February 2022 -“Paramount”
Discovery+
Redbox
AppleTV+
Peacock

ANALYST INSIGHT

Table of Contents

Companies Mentioned

Related Topics

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