Segmentation: Sources & Spending

Segmentation: Sources and Spending analyzes trends in video spending and consumption. It breaks out consumption and spending data by source (OTT, discs, pay-TV services, etc.) in order to identify changes in consumption and spending habits by consumer segment. It also identifies which segments are most and least likely to engage in cord-cutting and cord-shaving behaviors and analyzes the problem of consumers using over-the-top subscriptions held by people outside of their home.

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About the Research

Previous Research

Consumer Segmentation: OTT Video Buyers (Q4/14)

Converging Clouds: The Next Step for the Personal Cloud (Q4/14)

The Death of Linear TV (Q3/14)

360 View: Digital Media & Connected Consumers (Q3/14)

Streaming CE and Content Purchasing Habits (Q1/14)

Trends in Content Licensing (Q1/14)

Key Findings

Industry Insight

Recommendations

Segmentation Overview:

Parks Associates Video Viewing Segments

Video Viewing Segments (2010 - 2014)

Segment Descriptions

Top Leisure Activity by Video Viewing Segment (Q3/14)

Video Sources:

Video Consumption by Sources (2010 - 2014)

Video Consumption by Source: Avid Viewers vs. Traditionalists (2010 - 2014)

Video Consumption by Source: Travelers vs. Rooted Viewers (2010 - 2014)

Video Consumption by Source: Multiscreeners, Purists, & Light Users (2010 - 2014)

Viewing Platforms:

Use of Device for Video (2010 - 2014)

Video Consumption by Platform (2010 - 2014)

Internet Video Consumption by Platform (2010 - 2014)

Video Viewing Segments: Video Consumption by Platform (Q3/14)

Monthly Use of Websites and Apps to Watch TV Programs or Movies by Video Viewing Segments (Q3/14)

Average Number of Websites Used to Watch Full Length TV Programs/Movies (Q3/14)

Average Number of Websites Used to Watch Full Length TV Programs/Movies by Video Viewing Segment (Q3/14)

Video Expenditure:

Average Monthly Expenditure on Packaged Media and Internet Video (2012-2014)

Average Monthly Expenditure on Packaged Media and Internet Video by Video Viewing Segments (2012-2014)

Average Monthly Expenditure on Internet Video by Category (2012-2014)

Monthly Spending on Video Downloads and Subscription OTT Services by Video Viewing Segments (Q3/14)

Breakdown of Video Consumption vs. Expenditure (Q3/14)

Breakdown of Video Consumption vs. Expenditure by Video Viewing Segment (Q3/14)

Out-of-Household Use of OTT Services:

Holder of OTT Subscription (Q3/14)

Percentage Using OTT Subscription Held by Someone Outside their Home by Age (Q3/14)

Holder of OTT Subscription by OTT Service (Q3/14)

Percentage Using OTT Subscription Held by Someone Outside their Home by OTT Service (Q3/14)

Percentage Using OTT Subscription Held by Someone Outside their Home by Video Viewing Segment (Q3/14)

Additional Research from Parks Associates

Publish Date: 1Q 2015

Slides: 60


Authored By:
John Barrett - Director of Consumer Analytics
Glenn Hower - Senior Analyst
Yilan Jiang - Senior Research Manager
David Mitchel - Research Analyst

Published by Parks Associates
© April 2015 Parks Associates | Dallas, Texas 75248

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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