Ad-Supported OTT: Viewers and Use

AVOD and other ad-supported OTT video services have become an increasingly important part of consumer viewing and content distribution strategies. These offerings provide users with a free option for content and industry players with a business model that goes beyond the limitations of subscription services. This study examines discovery, uptake, and use of leading ad-supported OTT video services and examines characteristics and motivations for consumers that use them.

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Market Overview

Use of Video Services (Q1/19)

Use of Advertising-Based OTT Video Services (2018 - 2019)

Use of Traditional Pay-TV vs. OTT SVOD Among Advertising-Based OTT Video Users (Q1/19)

Use of Video Services Among Advertising-Based OTT Video Users (Q1/19)

Use of Video Services by Advertising-Based OTT Video Service (Q1/19)

Traditional Pay-TV and Internet ARPU Among Advertising-Based OTT Video Users (Q1/19)

Use of Video Services by Age (Q1/19)

Use of Video Services by Income (Q1/19)

Gender Breakdown by Advertising-Based OTT Video Service (Q1/19)

Age Breakdown by Advertising-Based OTT Video Service (Q1/19)

Income Breakdown by Advertising-Based OTT Video Service (Q1/19)

Education Breakdown by Advertising-Based OTT Video Service (Q1/19)

Children in Home by Advertising-Based OTT Video Service (Q1/19)

Service Satisfaction: SVOD vs. AVOD Services (Q1/19)

Use of Linear vs. AVOD Advertising-Based OTT Video (Q1/19)

Service Use and Discovery

Use of Ad-Based OTT Video Service by Service Type (Q1/19)

Frequency of Using AVOD OTT Service by Individual Services (Q1/19)

Primary Device by Advertising-Based OTT Video Service (Q1/19)

Most Used Streaming Media Player Among Advertising-Based OTT Video Users  (Q1/19)

Discovery of Advertising-Based OTT Video Services (Q1/19)

Discovery by Advertising-Based OTT Video Service (Q1/19)

1st Step in Content Discovery Process by Service Type (Q1/19)

Factors and Attitudes Driving Usage

Reasons for Using Ad-Based OTT Services (Q1/19)

Factor and Cluster Analyses

Reasons for Using Ad-Based OTT Services (Q1/19)

Six factor groups representing distinct drivers for using ad-based OTT services

Advertising-Based OTT Video Service Segments (Q1/19)

Gender by Segment (Q1/19)

Age by Segment (Q1/19)

Children in Home by Segment (Q1/19)

Satisfaction with Advertising-Based OTT Video Services by Segment (Q1/19)

Attitudes Towards Ad-Based OTT Services (Q1/19)

Video Service Piracy

Activities Performed to Access Online Video/Music Programs by Service Type (Q1/19)

Attitudes Towards Sharing Music/Video Services or Using Unlicensed Copies by Service Type (Q1/19)

Publish Date: 4Q 2019

Slides: 63


Authored By:
Steve Nason - Senior Analyst
John Barrett - Director of Consumer Analytics
Yilan Jiang - Director

Published by Parks Associates
© October 2019

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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