Segmentation: Sources & Spending

December 2014 | 60 pages | ID: S721380D2DBEN
Parks Associates

Abstracts

Segmentation: Sources and Spending analyzes trends in video spending and consumption. It breaks out consumption and spending data by source (OTT, discs, pay-TV services, etc.) in order to identify changes in consumption and spending habits by consumer segment. It also identifies which segments are most and least likely to engage in cord-cutting and cord-shaving behaviors and analyzes the problem of consumers using over-the-top subscriptions held by people outside of their home.

Key Topics

• Consumer segmentation based on video consumption, with an analysis of sources, spending, and viewing platforms
• Video consumption by source, including broadcast, pay-TV, packaged media content, and Internet video
• Consumer preferences for video viewing platforms, including websites and apps
• Analysis of video consumption vs. expenditure

Segments

• Avid Viewers
• Traditionalists
• Travelers
• Rooted Viewers
• Multiscreeners
• Purists
• Light Users

Contents

ABOUT THE RESEARCH

PREVIOUS RESEARCH

Consumer Segmentation: OTT Video Buyers (Q4/14)
Converging Clouds: The Next Step for the Personal Cloud (Q4/14)
The Death of Linear TV (Q3/14)
360 View: Digital Media & Connected Consumers (Q3/14)
Streaming CE and Content Purchasing Habits (Q1/14)
Trends in Content Licensing (Q1/14)

KEY FINDINGS

INDUSTRY INSIGHT

RECOMMENDATIONS

SEGMENTATION OVERVIEW:

Parks Associates Video Viewing Segments
Video Viewing Segments (2010 - 2014)
Segment Descriptions
Top Leisure Activity by Video Viewing Segment (Q3/14)

VIDEO SOURCES:

Video Consumption by Sources (2010 - 2014)
Video Consumption by Source: Avid Viewers vs. Traditionalists (2010 - 2014)
Video Consumption by Source: Travelers vs. Rooted Viewers (2010 - 2014)
Video Consumption by Source: Multiscreeners, Purists, & Light Users (2010 - 2014)

VIEWING PLATFORMS:

Use of Device for Video (2010 - 2014)
Video Consumption by Platform (2010 - 2014)
Internet Video Consumption by Platform (2010 - 2014)
Video Viewing Segments: Video Consumption by Platform (Q3/14)
Monthly Use of Websites and Apps to Watch TV Programs or Movies by Video Viewing Segments (Q3/14)
Average Number of Websites Used to Watch Full Length TV Programs/Movies (Q3/14)
Average Number of Websites Used to Watch Full Length TV Programs/Movies by Video Viewing Segment (Q3/14)

VIDEO EXPENDITURE:

Average Monthly Expenditure on Packaged Media and Internet Video (2012-2014)
Average Monthly Expenditure on Packaged Media and Internet Video by Video Viewing Segments (2012-2014)
Average Monthly Expenditure on Internet Video by Category (2012-2014)
Monthly Spending on Video Downloads and Subscription OTT Services by Video Viewing Segments (Q3/14)
Breakdown of Video Consumption vs. Expenditure (Q3/14)
Breakdown of Video Consumption vs. Expenditure by Video Viewing Segment (Q3/14)

OUT-OF-HOUSEHOLD USE OF OTT SERVICES:

Holder of OTT Subscription (Q3/14)
Percentage Using OTT Subscription Held by Someone Outside their Home by Age (Q3/14)
Holder of OTT Subscription by OTT Service (Q3/14)
Percentage Using OTT Subscription Held by Someone Outside their Home by OTT Service (Q3/14)
Percentage Using OTT Subscription Held by Someone Outside their Home by Video Viewing Segment (Q3/14)

ADDITIONAL RESEARCH FROM PARKS ASSOCIATES