Consumer Segmentation: OTT Video Buyers

Consumer Segmentation: OTT Video Buyers analyzes trends in the consumption of over-the-top video. It analyzes trends with Parks Associates’ video segmentation approach, which groups consumers based on their video consumption habits. This research also gauges the demand for new over-the-top services from companies and brands such as HBO, CBS, and others.

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About the Research

Previous Research

The Death of Linear TV (Q3/14)

360 View: Digital Media & Connected Consumers (Q3/14)

Streaming CE and Content Purchasing Habits (Q1/14)

Trends in Content Licensing (Q1/14)

New Trends in Digital Delivery and CDNs (Q1/14)

OTT Video Buyers: Subscriptions & Transactions (Q4/13)

Key Findings

Industry Insight

Recommendations

Video Consumption Trends:

Video Consumption by Platform (2010 - 2014)

Video Consumption on TV Sets by Source (2010 - 2014)

Household Monthly Spending on Internet Video (2012 - 2014)

OTT Subscription by Age (2013 - 2014)

OTT Subscription by Household Income (2013 - 2014)

OTT Service Subscription (2012 - 2014)

Who Pays for OTT Service Subscription (Q3/14)

OTT Video Trends:

Parks Associates Multiscreen Segmentation

Video Viewing Segments (Q3/14)

Segment Descriptions

OTT Video Consumption on TV Sets (2012 - 2014)

Household Monthly Spending on Subscription Internet Video Services (2012 - 2014)

Household Monthly Spending on Renting Video Downloads (2012 - 2014)

Household Monthly Spending on Buying Video Downloads (2012 - 2014)

Demand for New OTT Video Services:

Willingness to Subscribe to New Over-the-Top Services (Q4/14)

Willingness to Subscribe to New Over-the-Top Services by Age (Q4/14)

% of Those Likely to Subscribe to New Over-the-Top Services with Video Services (Q4/14)

Willingness to Subscribe to Over-the-Top HBO or CBS Service by Pay-TV Provider (Q4/14)

Likelihood of Canceling Other Services if Subscribing to HBO or CBS Over-the-Top Service (Q4/14)

Additional Research from Parks Associates

Publish Date: 4Q 2014

Slides: 49


Authored By:
John Barrett - Director of Consumer Analytics
Brett Sappington - Senior Director of Research
Yilan Jiang - Senior Research Manager
David Mitchel - Research Analyst
Glenn Hower - Senior Analyst

Published by Parks Associates
© January 2015 Parks Associates | Dallas, Texas 75248

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