Content Preferences in OTT Video

Content is king, and nowhere is that more true than the OTT video space. In the ultra-competitive OTT market, services are continually looking to differentiate their offering with original and exclusive content. New content categories continue to emerge to provide services the opportunity to separate themselves from the competition. This research examines how critical content is to driving subscriptions and usage, consumer interest in different types of content, and what role content plays in the user experience.

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Download Table of Contents (PDF)

Survey Methodology and Definitions

Survey Sample & Fielding

Parks Associates 2021 Respondent Quotas

Key Terms and Definitions

Entertainment Video Service Ecosystem

Executive Summary

Industry leans into hybrid distribution.

Genres of Online Content Viewed

Key Factors Affecting Service Usage

Content Viewing Habits on Different Type of Services

New Release Viewing Preferences

OTT Content Segments and Preferences

OTT Business Model Access In Past 30 Days

OTT Service Access: OTT Service vs. Ad-based Service vs. Transactional Service

Genres of Online Content Viewed

Genres of Online Content Viewed by Content Viewing Segments

Most Watched Genres of Online Video Content

Most Watched Genres of Online Video Content by Content Viewing Segments

Content Viewing Habits on Different Type of Services

Content Viewing Habits By Segment

Content Viewing Habits By Service Options

Content Search and Discovery

Key Factors Affecting Service Usage

Top 7 Key Factors Affecting Service Usage by Content Viewing Segments

Key Factors Affecting Service Usage by Content Viewing Segments, Contd.

Number of Online Video Services Used in a Month

Service Stacking By Content Viewing Segments

Steps Taken in Online Video Content Access Journey

Steps Taken in Online Video Content Access Journey by Content Viewing Segments

Online Content Search and Discovery Attitudes

Online Content Search and Discovery Attitudes By Segment

New Movie Viewing Preferences

Preferred Channel For Watching New Movie Release

Preferences for Watching New Movies by Demographics

Perceptions on Attending Movie Theaters

Preferences on Attending Movie Theaters by Demographics

Likelihood of Paying for New Release via Online Video Services

Likelihood of Paying for New Movies

Likelihood of Paying for New Movie by Demographics

Likelihood of Subscribing To Online Video Service for New Movies

Likelihood of Subscribing To Online Video Service for New Movie by Demographics

Appendix

Publish Date: 3Q 2021

Slides: 47


Authored By:
Liam Gaughan - Researcher
Yilan Jiang - Director

© July 2021 Parks Associates
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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