Digital Video: Three Screens and Beyond is a consumer research study focused on adoption and ARPU for three-screen (TV/PC/cell phone) subscription video packages, including single-play services, bundled packages, and stand-alone, OTT services. The project also examines the market potential for music, gaming, photos, and information as three-screen value-added services, stand-alone services, and/or as part of a bundled package.
The foundation of this analysis is current use of PC and mobile phone video, identifying where, what, and why consumers currently watch video on these platforms, how often, and at what expense.
Current Use of Three-Screen Video Services
Frequency
Video sources (iTunes, Hulu, etc.)
Location:
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Home, while traveling, at the office, etc.
Content:
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New vs. catalog content
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TV programs, movies, sports
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Full-length vs. short video
Content preferences for each platform
Viewing habits and reasons for watching:
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Deliberate, premeditated viewing
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Time-killing, less discriminate viewing
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Catch-up viewing of content
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Cost avoidance, i.e., online is cheaper
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Incidental viewing prompted by recommendations and convenience
Quantifying the Demand for Three-Screen Video Services
Willingness to…
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Pay additional monthly fees for package offering live TV and VOD
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Switch providers to get three-screen video services (at no additional cost)
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Subscribe to an independent, stand-alone, OTT, three-screen video service
Likelihood of OTT services cannibalizing pay TV
Current use of Three-Screen Multimedia Services
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Music
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Photos
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Gaming
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Information
Quantifying the Demand for Three-Screen Multimedia Services
Willingness to…
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Pay additional monthly fees for multimedia VAS
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Subscribe to independent,
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stand-alone multimedia services
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Switch providers to get three-screen multimedia VAS (at no additional cost)
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Pay higher monthly fees for a bundled package including both three-screen video and multimedia services
Digital Video: Three Screens and Beyond
Digital Video: Three Screens and Beyond is a consumer research study focused on adoption and ARPU for three-screen (TV/PC/cell phone) subscription video packages, including single-play services, bundled packages, and stand-alone, OTT services. The project also examines the market potential for music, gaming, photos, and information as three-screen value-added services, stand-alone services, and/or as part of a bundled package.
The foundation of this analysis is current use of PC and mobile phone video, identifying where, what, and why consumers currently watch video on these platforms, how often, and at what expense.
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- Television Services: The Global Outlook
This report analyzes the growth prospects for different TV services around the world, including the impact of the global recession on consumer adoption and spending. It examines features most likely to give companies a competitive edge, including efforts to combine Internet content and the TV as well as local issues affecting regional adoption and offerings. It also includes global forecast for television services through 2013.
“Terrestrial television is still a major source for viewers in many of the major Western European markets including France, Italy, Spain, and the U.K.," said Jayant Dasari, research analyst, Parks Associates. "Almost 44% of the television viewership in these markets relies on terrestrial services. Digital Terrestrial Television (DTT) will continue to play an important role in the TV market in Europe over the next five to ten years.”
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