The Rise of Ad-Based OTT

While overall use of ad-based OTT video continues to rise to unprecedented levels, no individual service has become a clear leader. The lack of a top service leaves open a tremendous opportunity for a service to assume a leading position with a unique service offering. This report examines overall usage of ad-supported OTT video, uptake across individual services, and which components of the user experience drive consumption.

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Download Table of Contents (PDF)

Survey Methodology and Definitions

Parks Associates 2021 Respondent Quotas: Age, 2020 HH Income, Education Completed, Gender

Entertainment Video Service Ecosystem

Executive Summary

Industry Insight

Ad-Based OTT Video Service Usage

Use of Ad-Based OTT Video Services

Ad-Based Service Viewing Frequency

Type of Content Preferred

Ad-based OTT Viewer Characteristics

Attitudes Towards Advertising Among Ad-Based Users

Ad-based Subscription Potential

Ad-based OTT Landscape

OTT Service Use by Business Model

Ad-Based OTT Video Service Users

Use of Ad-Based OTT Video Services

Demographic Breakdown of Video Service Users

Device Ownership by Ad-Based OTT Service Usage

Ad-Based OTT Video Usage Among Viewers of Other Online Video Service Types

Frequency of Ad-based OTT Usage

Ad-Based Service Viewing Frequency

Frequency of Watching Individual Ad-Based Service

Ad-Based Service Usage Groups by Services, Contd.

Ad-Based Service Usage Groups by Age of Users

Ad-Based Service Usage Groups by Household Income

Ad-Based Service Usage Groups by Children at Home

Ad-based OTT Usage Segmentation

Drivers of Ad based OTT Service Usage

The most significant driver for ad-based services

Ad-Based OTT Video Service Segments

Demographic Breakdown of Ad-Based OTT Video Service Segments

Drivers of OTT Service Usage By Ad-Based Service Usage Groups

OTT Content Priorities and Preferences

First Destination for Accessing Content

First Destination for Accessing Content, by Ad-Based Service Use

First Destination for Accessing Content, by Age

Ad-based Service Content Preferences

Ad-based Service Content Preferences By Age

Ad-based Service Content Preferences By Household Income

Ad-based Service Content Preferences By Children at Home

Perceptions of Ad-based OTT

Ad-based Users’ Attitudes towards Advertising

Attitudes Towards Advertising by Ad-based Service Use

Attitudes Towards Advertising by Age

Attitudes Towards Advertising by Household Income

Attitudes Towards Advertising by Children at Home

AVOD Users’ Attitudes towards Advertising Integration

Attitudes Towards Advertising Integration by Ad-based Service Use

Attitudes Towards Advertising Integration by Age

Attitudes Towards Advertising Integration by Household Income

Attitudes Towards Advertising Integration by Children at Home

Ad-based Subscription Potential

Ad-based Subscription Potential

Ad-based Subscription Potential by Ad-based Service Use

Ad-based Subscription Potential by Age Groups

Ad-based Subscription Potential by Household Income

Ad-based Subscription Potential by Children At Home

Subscription Potential By Number of OTT Services Used

Appendix

Publish Date: 3Q 2021

Slides: 64


Authored By:
Liam Gaughan - Researcher
Yilan Jiang - Director
Sharon Jiang - Research Analytics Intern
Xiaofan Tan - Consumer Insights Analyst I

© 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. 

Disclaimer
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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