Interactive TV: Social, Commerce, Sports

Description

SYNOPSIS:

The contract-free subscription streaming service economy results in constant, high churn, and now after years of strong spending on original and exclusive content to build their subscriber bases, investors are calling for services to prioritize profitability and ARPU. Brands have migrated vast amounts of ad spend to more interactive platforms and streaming services are challenged to retain viewers and turn a profit.

INFOGRAPHICS

With the evolving landscape of television, where viewers increasingly engage with content beyond traditional viewing, this study seeks to understand consumer attitudes toward and potential usage of emerging interactive functions. It quantifies consumer engagement with content, including chatting, polling, sports betting, and shopping/e-commerce features on various platforms, and their interest in engaging in these activities on or alongside the TV.

Key questions addressed:

1. How has viewing expanded to mobile and web platforms over time?
2. How do consumers interact with video on mobile and web platforms today through social, sports, gaming, and commerce-related features?
3. What interactive features are consumers interested in on their TV? How can they impact streaming services' consumer retention and engagement strategies?
4. What interactive advertising and commerce experiences make sense for TV viewing?
5. What are the key barriers to interactive video experiences on the TV and how can developers mitigate these headwinds?

ANALYST INSIGHT:

"Consumers are bringing their expectations of interactivity to the big screen and are already comfortable with transactional video experiences. The large base of heavy social video users is the foundation of future interactive video services. Service providers should build on consumers' expectations of interactivity to engage and retain them in the CTV environment and expand the transactional services offered." - Jennifer Kent, VP, Research, Parks Associates.

Survey Methodology and Definitions

Definitions

Video Services Ecosystem

Pay-TV Definitions and Categorization

Executive Summary

Use of Devices for Video of Any Kind in the Past 30 Days
Average Weekly Video Consumption by Platform
Average Video Consumption per Week
Weekly Social Video Sites Consumption
Weekly Social Video Sites Consumption by Age
Interactive Social Video Features
T-commerce Activities Performed Today on TV
Appeal of Interactive TV Features
Appeal of Interactive Sports Features

Streaming Market Overview

Penetration of Traditional vs. OTT Video Services
Use of OTT Video Services in Past 30 days, by Business Model
Trends in Monthly Spending on OTT Video Services
Average Number of OTT Service Subscriptions

Video Consumption by Platform

Use of Devices for Video of Any Kind in the Past 30 Days
Demographic Breakdown by Platforms Used for Watching Video
Total Weekly Average Video Consumption by Platforms
Average Weekly Video Consumption on TV
Average Weekly Video Consumption on Computer
Average Weekly Video Consumption on Mobile Phone
Average Weekly Video Consumption on Tablet
Average Video Consumption on TV by Age
Average Video Consumption on Mobile by Age
Average Video Consumption on Tablet by Age
Average Video Consumption on Computer by Age
Average Weekly Video Consumption by Video Type & Platform
Weekly Consumption of Social Video
Weekly Consumption of Social Video by Age

Social Video Interactions

Watch Video on Social Media Platform
Watch Video on Social Media Platform by Age
Platforms for Watching Social/User Generated Content
Interactive Social Video Features
Interactive Social Video Features by Age
Interactive Social Video Features by Social Media Platform
Type of User Generated Video Contents
User-Generated Video Content Created by Age Group
Type of User Generated Video Contents by Social Media Platform

Online Commerce Across Platforms

Shop Online Monthly via Phone, Tablet, PC or Smart Speaker/Display
Frequency of Purchasing Goods Online by Platform: Mobile Phone, Tablet, Computer, Smart Display
Frequency of Purchasing Goods Online Through Different Devices by Age
T-commerce Activities Performed Today on a Connected TV
T-commerce Activities Performed Today on TV by Age

Gaming Interactivity

Online Gaming Activity
Primary Gaming Platform
Interactive Gaming Features

Appeal of Interactive TV Features

Appeal of Interactive TV Features
Overall Appealing Level of Interactive TV Features by Age
Overall Appealing Level of Interactive TV Features by Social Media Platform
Preferred Method of Interacting with TV Features
Likelihood of Using Interactive TV Features & T-Commerce
Attitude Toward Interactive TV Features & T-Commerce by Weekly Social Video Site Consumption
Preferred Method of Purchasing Items on TV
Preferred Payment Method by TV Purchase
Concerns About Interactive TV Features
Concerns About Data Security/Privacy with Interactive TV Features by Education Level

Sports & Interactivity

Sports Viewer Segments
Interactivity Engagement While Watching Live Sports
Interactivity Engagement While Watching Live Sports, by Sports League/Genre
Interactivity Engagement While Watching Live Sports by Age
Appeal of Interactive Sports Features
Appeal of Interactive Sports Features, by Major League/Sport