Pay-TV Video-on-Demand vs. Over-the-Top Video

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.

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.

“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

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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)

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)

Publish Date: 2Q 2012

Slides: 61


Authored By:
Yilan Jiang - Director
John Barrett - Director of Consumer Analytics

Published by Parks Associates
© July 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.

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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.
 

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