Content is king, and nowhere is that more true than the OTT video space. In the ultra-competitive OTT market, services are continually looking to differentiate their offering with original and exclusive content. New content categories continue to emerge to provide services the opportunity to separate themselves from the competition. This research examines how critical content is to driving subscriptions and usage, consumer interest in different types of content, and what role content plays in the user experience.
Survey Methodology and Definitions
Survey Sample & Fielding
Parks Associates 2021 Respondent Quotas
Key Terms and Definitions
Entertainment Video Service Ecosystem
Executive Summary
Industry leans into hybrid distribution.
Genres of Online Content Viewed
Key Factors Affecting Service Usage
Content Viewing Habits on Different Type of Services
New Release Viewing Preferences
OTT Content Segments and Preferences
OTT Business Model Access In Past 30 Days
OTT Service Access: OTT Service vs. Ad-based Service vs. Transactional Service
Genres of Online Content Viewed
Genres of Online Content Viewed by Content Viewing Segments
Most Watched Genres of Online Video Content
Most Watched Genres of Online Video Content by Content Viewing Segments
Content Viewing Habits on Different Type of Services
Content Viewing Habits By Segment
Content Viewing Habits By Service Options
Content Search and Discovery
Key Factors Affecting Service Usage
Top 7 Key Factors Affecting Service Usage by Content Viewing Segments
Key Factors Affecting Service Usage by Content Viewing Segments, Contd.
Number of Online Video Services Used in a Month
Service Stacking By Content Viewing Segments
Steps Taken in Online Video Content Access Journey
Steps Taken in Online Video Content Access Journey by Content Viewing Segments
Online Content Search and Discovery Attitudes
Online Content Search and Discovery Attitudes By Segment
New Movie Viewing Preferences
Preferred Channel For Watching New Movie Release
Preferences for Watching New Movies by Demographics
Perceptions on Attending Movie Theaters
Preferences on Attending Movie Theaters by Demographics
Likelihood of Paying for New Release via Online Video Services
Likelihood of Paying for New Movies
Likelihood of Paying for New Movie by Demographics
Likelihood of Subscribing To Online Video Service for New Movies
Likelihood of Subscribing To Online Video Service for New Movie by Demographics
Appendix
© July 2021 Parks Associates
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Printed in the United States of America.
Disclaimer
Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.
