광고 기반 OTT의 부상

SYNOPSIS:

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.

ANALYST INSIGHT:

"Video service growth has skyrocketed within the last year, with COVID-19 amplifying the appeal of the home viewing experience. Households increasingly subscribe to multiple paid subscription services resulting in higher monthly streaming costs that emulate the channel bundling of traditional pay-TV. Viewers seek to expand their content options, and free, ad-supported OTT video services offer a cost-saving alternative." - Liam Gaughan, Researcher, Parks Associates.

Table of Contents

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