Adoption and Consumer Habits for vMVPD Services

Online pay-TV (virtual MVPD) services are an evolution for the pay-TV industry. This study examines the growing category of online pay-TV services and perceptions of these services among consumers. It measures adoption rates of these services and examines details about their subscribers, including demographics, spending, value perception, and usage and attitudes regarding these services. These factors are compared with traditional pay-TV services to reveal the impact of these services on the pay-TV ecosystem.

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Consumer Adoption of Video Services

Pay-TV and OTT Service Subscription Penetration (2011 - 2019)

Pay-TV and OTT Service Subscriptions (2014 - 2019)

OTT Service Subscriptions (2012 - 2019)

Online Pay-TV Service Adoption (2017 - 2019)

vMVPD Service Subscription (2016 - 2019)

Penetration of Premium Channels by Pay-TV Service (Q3/19)

Premium OTT Service Penetration by Pay-TV Service (Q3/19)

OTT Service Use by Pay-TV Service (Q3/19)

Pay TV Adoption by Demographics

Demographics Breakdown of Pay-TV Service Subscribers (Q3/19)

Housing Characteristics of Pay-TV Service Subscribers (Q3/19)

Service Changes Made by Consumers

Recent Change to Pay-TV Service (2018 - 2019)

Changes Made to Pay-TV Service by Type of Pay-TV Service (Q3/19)

OTT Service Trial Conversions by Pay-TV Service (Q3/19)

Average Subscription Duration of OTT Services (Q3/19)

vMVPD and Premium OTT Services: Subscribers Cancelling OTT Service as a % of Current Subscriber Base (Q3/19)

vMVPD Service Churn: Subscribers Cancelling OTT Service as a % of Current Subscriber Base (2019)

Overall OTT Service Cancellers as % of Current Subscriber Base (2017 - 2019)

Device Usage

Most-Commonly Used Connected In-Home Entertainment Platform

Most Used Connected Video Device by Pay-TV Service (Q3/19)

Percentage of Subscribers Using Devices for Video by Pay-TV Service (Q3/19)

Primary Devices Used for Streaming Online Videos by Pay-TV Service (Q3/19)

Consumption Preferences

Digital Activities on Connected Devices by Pay-TV Service (Q3/19)

Preferred Types Of Channels/Programs by Pay-TV Service (Q3/19)

Most Enjoyed Entertainment Activity by Pay-TV Service (Q3/19)

Broadband Connections

Length of Time Subscribing Broadband Service by Broadband Speed (Q3/19)

Speed of Broadband Internet Service by Pay-TV Service (Q3/19)

Length of Time Subscribing Broadband Service by Pay-TV Service (Q3/19)

Attitudes & Perceptions

Attitudes by Type of Pay-TV Service (Q3/19)

Broadband Service Attitudes by Pay-TV Service (Q3/19)

Attitudes Regarding Video Services by Pay-TV Service (Q3/19)

Perceived Value Change of Pay-TV Service by Type (Q3/19)

Subscriber Attachment to Top 5 OTT Services (Q3/19)

Intentions of Giving Up vMVPDs Services (Q3/19)

Net Promoter Score of Pay-TV Service by Type of Service (Q3/19)

Net Promoter Score of OTT Services (Q3/19)

Likelihood of Subscribing to a Pay-TV Service in the Next 12 Months (Q3/19)

Expenditure & ARPU

Average Monthly Expenditure on Home Video Entertainment (Q3/19)

ARPU of Standalone Pay-TV Service by Type of Service (Q3/19)

Publish Date: 1Q 2020

Slides: 65


Authored By:
Brandon Riney - Research Analyst
Yilan Jiang - Director
Keshav Jaiswal - Consumer Insights Analyst II

Published by Parks Associates
© March 2020 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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