OTT Video Buyers: Subscriptions and Transactions

OTT Video Buyers: Subscriptions & Transactions analyzes the consumers who purchase over-the-top video including electronic sell-through (EST) purchases, rented video downloads, and subscription online video services. It details usage patterns for video obtained through these methods and how that video complements or substitutes for video from other sources. Data are broken out by the major providers, e.g., i.e. Netflix, Hulu, Amazon, iTunes, and the Market Focus outlines broad consumer segments that consume video.

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About the Research

Previous Research

Key Findings

Recommendations

Market Overview

Pay-TV Service Subscription (2011 – 2013)

Pay-TV Service Subscription by Age (2011 – 2013)

Average Monthly Cost of Home Services (2010 – 2013)

Monthly Cost of Bundled Home Services (2011 – 2013)

Use of Device for Video (2010 – 2013)

Video Consumption by Platform (2010 – 2013)

Platform Used To Watch Online Movies and TV Shows (Q3/13)

Video Consumption on TV Sets by Source (2010 – 2013)

Important Home Video Sources (Q1/13)

Most Important Video Sources by Age (Q1/13)

Over-the-Top Video Usage Patterns

Over-the-Top Video Usage Patterns

Use of OTT Video (Q3/13)

OTT Video Use by Age (Q3/13)

Pay-TV Adoption Among OTT Video Users (Q3/13)

Viewing Scenarios for Watching TV and Movies (Q3/13)

Viewing Scenarios for OTT Video (Q3/13)

Top Methods for Watching TV and Movies by Scenarios (Q3/13)

Over-the-Top Video Usage Patterns: Subscription Services

Online Video Subscribers: Video Sources Used by Scenario (Q3/13)

Online Video Subscribers: Frequency of Video Use (Q3/13)

Online Video Subscribers: Rentals vs. Purchases (Q3/13)

When Subscription Video is Watched (Q1/13)

Reason for Watching Subscription Online Video Service (Q3/13)

Over-the-Top Video Usage Patterns: Transactional Services

Transactional OTT Users: Video Sources Used by Scenario (Q3/13)

Transactional OTT Users: Frequency of Video Use (Q3/13)

Transactional Service Users: Rentals vs. Purchases (Q3/13)

When Transactional Online Video Downloads Are Watched (Q3/13)

Reason for Watching Transactional Video Downloads (Q3/13)

Expenditure on Movies & TV Programs

Avg. Expenditure on non-Pay-TV Video Sources (2012 – 2013)

Avg. Expenditure on non-Pay-TV Video Source & OTT Use (Q3/13)

Avg. Expenditure on non-Pay-TV Video Source by Age (2012 – 2013)

Change in Household Spending on non-Pay-TV Video Sources (Q3/13)

Change in Household Spending on non-Pay-TV Video Sources by Age (Q3/13)

Segmentation: Big Video Spenders:

Annual Amount Spent on Movies & TV (Q3/13)

Annual Household Expenditures (Q3/13)

Big Video Spenders by Income and Minors in the Home (Q3/13)

Avg. Spending on Packages by Annual Household Expenditures (Q3/13)

Pay-TV Feature Adoption by Annual HH Expenditure (Q3/13)

Subscription Online Video Service Adoption by Annual Household Expenditures (Q3/13)

Avg. Expenditure on TV & Movies by Annual Household Expenditures (Q3/13)

Breakdown of Avg. Expenditure on TV & Movies by Annual Household Expenditures (Q3/13)

Share of Average Expenditure by Spending Tier (Q3/13)

Summary of Video Spender Groups

Subscription OTT Services

OTT Service Subscription (2012 – 2013)

Video Consumption by Online Video Service Subscribers (Q3/13)

Number of Movies Viewed by OTT Services (Q1/13)

Number of TV Shows Viewed by OTT Services (Q1/13)

Number of Episodes of TV Programs Viewed by Service (Q1/13)

Descriptions of Programs Viewed by OTT Service (Q1/13)

Motivations for Subscription OTT Use by Service (Q1/13)

Strongest Attributes of On-Demand Service by Service (Q1/13)

Attribute Ratings by Online Video Service (Q1/13)

Change in Household Spending by Online Video Service (Q3/13)

When Subscription Video is Watched by Service Provider (Q1/13)

Transactional Online Video Services

Service to Rent or Purchase Video Downloads (Q3/13)

Online Store to Rent or Purchase Video Downloads (Q3/13)

Use of Electronic Rentals/Purchases by Users of Transactional Online Video Stores (Q3/13)

Amazon Prime Instant Video Subscribers: Use of Amazon Transactional Service (Q3/13)

When Programs are Viewed by Transactional Service (Q3/13)

Motivations for Use by Transactional Service (2013)

Change in Household Spending by Transactional Service (Q3/13)

Additional Research from Parks Associates

Publish Date: 4Q 2013

Slides: 91


Authored By:
John Barrett - Director of Consumer Analytics
Yilan Jiang - Senior Research Manager

Published by Parks Associates
© December 2013 Parks Associates | Dallas, Texas 75248

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