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Survey Methodology and Definitions
Pay TV Definitions and Categorization
Defining Pay-TV Service
Categories of Pay-TV Adoption (Q1/22)
Entertainment Service Ecosystem
Key Terms and Definitions
Executive Summary
Changes in US Pay-TV Market
Overall vMVPD Service Adoption
Penetration of Traditional vs. OTT Video Services
OTT Service Use by Business Model
Number of OTT Service Subscriptions - 8 Year Trend
Method of Subscribing to OTT Service
OTT Subscriber Churn
Top 2 OTT Churn Triggers
Video Service Adoption: OTT vs Pay-TV
Penetration of Traditional vs. Subscription OTT Video Services
Pay-TV & OTT Service Subscription Trend
Pay-TV* and OTT Service Subscription Mix
Pay-TV Adoption by Service Type
Intention to Make Changes to Pay-TV Service
OTT Business Models: SVOD, Ad-Supported, TVOD, vMVPDs
OTT Service Use by Business Model
Number of OTT Service Subscriptions
Overall vMVPD Service Adoption
vMVPD Service Adoption
Use of Ad-Based OTT Video Services
Use of Transactional OTT Services
Preferred Method of Watching New Movies
SVOD Market Leaders: Adoption & User Base
Major OTT Subscription Service Adoption
OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT
Exclusive Subscribers of Individual OTT Service
OTT Video Service Use by Parent Companies
Other OTT Service Subscriptions
Other OTT Service Subscriptions, Cont.
Sports OTT Service Penetration
Premium Network OTT Subscriptions
Fitness OTT Service Penetration
Major OTT Service Penetration by Age
Major OTT Service Penetration by Gender
Major OTT Service Penetration by Children at Home
Major OTT Service Penetration by Income
OTT Subscriber and User Journey
Method of Subscribing by Service Type Q3 2021
Method of Subscribing to OTT Services
Method of Subscribing to Top 10 OTT Services
Triggers for Subscribing to OTT Services
Triggers for Subscribing to Select OTT Service
OTT Service Trials
OTT Trials and Conversion in the Past Six Months Among All US BB HHs
Subscription Rate by Number of Trials
Attitudes Towards OTT Service Trials
% Highly Agree: I’m More Likely to Subscribe with Longer Trial
Average Subscription Duration of Major OTT Services
Average Subscription Duration of Premium Network OTT Services
Average Subscription Duration of Other OTT Services
Average Subscription Duration of Sports OTT Services
Average Subscription Duration of Fitness OTT Services
Drivers for Using Ad-Based OTT Services
Perceptions of OTT Services
Net Promoter Score of OTT Services
Traditional Pay-TV Service Provider NPS
vMVPD Service NPS
Reasons for Recommending OTT Services*
Reasons for Recommending Select OTT Services*
Reasons for Not Recommending a Service, but Continuing to Subscribe*
Reasons for Not Recommending a Service, but Continuing to Subscribe, by Service
User Experience of Online Video Service Subscriptions
User Experience of Transactional OTT Services
OTT Churn
OTT Subscriber Churn
Subscribers Cancelling Service as a % of Current Subscriber Base
OTT Churn Triggers
OTT Service Retention Options
Social Viewing
Methods of Social Viewing
Likelihood of Using Co-viewing Feature
Use of Dedicated Co-Viewing App among Subscriber and Demographic Segments
