2022年第二季度视频趋势报告

兔TiVo VideoTrendsReport:Q22022 TheMoreThingsChange, theMoreTheyStaytheSame IntroductionContents Intoday'smedialandscape,consumersarefacedwithanunprecedentedamountofchoice.Echoing ViewershipUpdate trendsfrompreviousyears,asthenumberofavailablevideoservicesincreases,contentdiscovery"TheBundle' remainsatoppainpointforconsumers.AVOD/FAST Anotherpainpoint?Consumers'wallets. Beforetheproliferationofinternetvideo,adswerecoretothetraditionaltelevisionbusinessmodeland LocalContent 7 ConsumerSpendingUpdato thusadtolerancewasaregularpartofconsumingvideo.Withtheintroductionofpremiumnetworks andover-the-topvideocameincreasedconsumerwillingnesstopayforad-freecontent. Thattrendmaybechangingagain. TVOD TheatricalReleases10 AdTolerance11 Withsomanyvideoservicesandfreecontentofferingsavailable,moreconsumersareadmittedlyConnectedDevices ad-tolerant,representingaparadigmshiftechoingpasttrends.SmartTVs13 InthisdynamicenvironmentandsaturatedmarketwhereviewersaremoreinclinedtotolerateCOHVideo14 advertising,moreservicesmayconsiderofferinglowerpriced,freeorad-sponsoredcontenttohelp ContentDiscovery15 consumersmanagetheircosts.16 Conclusion/Methodiology17 TIVoQ22022VideoTrandsReprt OverallViewershipDipsSlightlyinQ2 Respondentsreportedwatchinganaverageof4.3hoursofcontentperdayoverall,comparedto4.5hoursforthelastquarterof2o21.Thebiggestdipin %ofViewingbyBusinessModelViewing%inPrimeTimebyBusinessModelQ42021Q22022 Q42021Q22022 100% 13% % 8% %8E35% 80% 60% 40% 1%277 279 PayTVSVODAVOD/FASTOthers AftySVODVHVPDAVOD/FAST Whenaskedtoseparatetotalviewingtimebybuswe'veseena Thepercentageofprime significantuptickintheusageofAvOD/FASTservices(sincewebcgantrackingstreamingservices,orvMVPDs,”andSVODservices. thisinQ4-2021).Linearservices,however,suchasPayTVandLiveTVstreaming (vMVPDs)stillremeinbyewidemargintheoverallpreferredmethodwher consumerswatchvideo. TiVoQ22022VideoTrendsReport1 BundleMixGrows,ShiftsTowardAVOD/FAST 9.86 Averagenumberofservices Paid Q42021 Q22022 Content"Quality"Perceptions cinlagThafhesponoed'Goc'crVinyCooc 4% -3% Respondentsaveragedatotalof9.86services,upfromServices lastyear's8.B8.Asthatnumberapproachesdoublc digits,theshareofAVODserviceshasgoneup.In2022.nonpaidservicesaccountedforabout32%oftheoveral Nonpald share,comparedto26%inQ42C21. 6.536.73 2.353.13 80% 60% 40% 69.1% AVOD +0.4% Services20% PayTVSVODVMVPDAVOD/FAST ThepercercedqueltyfAVOD/FASTcontentalsoincreasedslightlyattheexpenseofallother arviceryoes,driveostlybytheperceptionsofpay-TVsubscriberswhoareincreasinglyturning Jpplemem toAVODservigesas TiVoQ22022VideoTrendsRep0rt AsConsumersSample 61% notedactivelywatchingat FreeServices,Viewer leastoneAVOD/FASTservice. LoyaltySuffers80% wishtheirpaidservicesofferedafreead-supported Top15AVOD/FASTServicesWhyWatchAVOD/FASTServices?Q42021Q22022 option. RokuChannel Peacockmwllingtowatchad Tubi 'rere 24.3% ALonid CrackleofAVODusersonlyspend ungTVPu! Crunthyroll threemonthsactivelywatchinganewAvODserviceuntil GlobalTV eltch Toreplace movingontoanewoption: pay-TVsubscribersadmitto Dalyr FllmRise "hopping"betweenAVOD LOChanne 30%25%+ onceanadsupportedversionisreleasedpayforthecontentthsttheseservicesofter Totry servicesatmorethantwicetherateofbroadband-onlyrespondents. TiVoQ22022VideoTrendsRep0rt TheImportanceofLocalContent WafonLocsfCafet LocalContentRemainsKey;59%ofrespondents AVODGrowingasaPrimary Source considerlocal contenttobe important(orvery 59%important)tothem. Pay-TVSubsBroadband-OnlySubsTotal TopMethodsforWatchingLocalContent notimportant+veryimportant qnsAfeedband-OnlySubsTotalLocalContent:%ofTotalViewingTime PsecentaecfToraif Pay-TVsubscribersBroadband-only reportspendingsubscribersspend FreebroadcastTVfroe24.6%16.2% LIveTVstre Sling,Hulu+LiveTV,ete oftheirtimewatchingoftheirtimewatching localcontentlocalcontent TVnetworkappa(AnCapp Cwape,Foxapp.ete. 5.1% 68% 65% (Facebook,Twitter,ete.) 2.8% 10%36% TiVoQ22022VideoTrendsRep0rt VideoRemainsaPriorityforDiscretionaryPersonalSpending -7o%ofrespondentssaidtheirvideoentertainmentspendingisamoderatetohighpriority;despiteinflationandsocioeconomicconcerns,only25%of respondentsreducedtheirentertainmentspending TotalMonthlyVideoBill022022Howoftendoyouexamineyourbill(s)?94202022022 rMov $20X.68 $27192 20 178.12 169. 5100 $55.55 62.36 Pay-TVSubsBroadband-OnlySubsTotal Theaverage(self-reported)spendonvideoentertainmenthasincreased Thefr about$9permonthoverthelastsixmonths,clespite25%cuttingtheirbills Amongrespondentswhosaidtheyhaven'tyetredlucedentertainmentspending,86%reportnotplanningtodosointhefuture. TiVoQ22022VideoTrendsRep0rt ChurnConcernAffectsAllFacetsofVideoSpectrum SVODchurnisstilltwicethatofpay-TV PayTV Iftheydecidetocutthe cord,respondentssaidStreaming Topwaysrespondents willreplacecancelled they'dwatchliveTVby.SvODservices: BiggestConcernsAboutCuttingtheCord? Notgettingalltteentertai36.8% 62.3% liveTVstreamingservice 16.6% ites/app WhySubscribetoaNewSvODService? Largelibm 30.2% willreplaoethemwhhafferentpaldservices 22.6% Mayhawetosubscrlbetomoresbres29.1% 11.2%37.