PUBLISHER: Parks Associates | PRODUCT CODE: 1431780
PUBLISHER: Parks Associates | PRODUCT CODE: 1431780
The Viewer Journey: Navigating Streaming Options
SYNOPSIS:
This report examines the viewer journey for accessing desired video content across broadcast, traditional pay-TV and the many over-the-top (OTT) streaming video service models, including SVOD, AVOD/FAST, TVOD and vMVPD (streaming TV) services. Included is research that analyzes how households view content, how households prioritize and spend money, and how decisions are made to pay for some services over others. This study draws from Parks Associates' Q3 2023 survey of 8,000 U.S. internet households. The survey is demographically representative of US internet households, with quotas for age, income, gender, and educational attainment.
SAMPLE VIEW
Key questions addressed:
- 1) How are households signing up for their streaming subscriptions? Why do households subscribe to certain services over others?
- 2) On what devices do households consume video, and what type of services do households watch on various device?
ANALYST INSIGHT:
Table of Contents
Survey Methodology and Definitions
- Key Terms and Definitions
- Pay-TV Definitions and Categorization
- Video Services Ecosystem
Executive Summary
- Reasons for Using OTT Service
- Reasons for Using a Service by Top Services
- Video Consumption on All Devices
- Method to Find Video Contents to Watch
- Discovery Method of Watching Video Contents
- Monthly Spending by Agreement Towards Streaming Attitudes
- Average Among OTT Subscribers
Overall Outlook: Streaming Adoption
Viewing Consumption: Devices and Services
First Choice and Steps
Discovery and Experience
Churn
Appendix
