1、1 VIDEO TRENDS REPORT Q4 2019 2020 TiVo Corporation. 2 Introduction Q4 2019 Survey Size 6,145 This survey was conducted in Q4 2019 by a leading third-party survey service; TiVo analyzed the results. TiVo conducts this survey on a quarterly basis and publishes a biannual report evaluating and analyzi
2、ng key trends across the TV industry. Survey Methodology INTRODUCTION TiVo seeks real consumer opinions to uncover key trends relevant to TV providers, digital publishers, advertisers and consumer electronics manufacturers for our survey, which is administered and examined biannually in this publish
3、ed report. We share genuine, unbiased perspectives and feedback from viewers to give video service providers and industry stakeholders insights for improving and enhancing the overall consumer TV viewing experience. TiVo has conducted a quarterly or biannual survey since 2012, enabling us to monitor
4、, track and identify key trends in viewing habits, along with opinions about video providers, emerging technologies, connected devices, OTT apps and content discovery features, including personalized recommendations and search. TiVo (NASDAQ: TIVO) brings entertainment together, making it easy to fin
5、d, watch and enjoy. We serve up the best movies, shows and videos from across live TV, on-demand, streaming services and countless apps, helping people to watch on their terms. For studios, networks and advertisers, TiVo delivers a passionate group of watchers to increase viewership and engagement a
6、cross all screens. Follow us on Twitter tivo or tivoforbusiness, visit us online at , and enjoy watching. For more about this report, please contact . Geographic Regions U.S., Canada Age of Respondents 18+ 2 2020 TiVo Corporation. 3 CLIMBING A MOUNTAIN OF OPTIONS Section One The video market is crow
7、ded. Subscription Video on Demand (SVOD) heavy-hitters like Netflix, Hulu and Amazon Prime dominate, churning out a dizzying array of original content at lightning speeds, while hundreds of smaller competitors target niche markets. Yet, new platforms arrive on the scene every year. Disney+ and Apple
8、 TV+ launched in 2019, while HBO MAX and Peacock are slated for 2020. They just keep coming. After years of viewers steadily adding subscriptions and services, the average number per household is astoundingly high. As a result, consumers face a daunting mountain of options with obstacles at every tu
9、rn that, to many, may be impossible to navigate. They need a guide to show them the way. 3 2020 TiVo Corporation. Average Number of Services Per Respondent *2019 average 2016 2017 2018 2019 6.3 6.9* 5 4 4 AVOD DOMINATES CONSUMERS TOP SERVICE BUNDLES Section One Consumers pick and choose their video
10、service bundles in different combinations to get the various types of programming they want. We analyzed the data to figure out which service combinations are most popular. As it turns out, every single top service bundle included at least one Advertising-Based Video on Demand (AVOD) service; some i
11、ncluded even more. 4 2020 TiVo Corporation. Facebook, YouTube, Pay TV Facebook, Netflix, YouTube Free Video*, Facebook, YouTube Free Video*, Pay TV, YouTube Pay TV, Netflix, YouTube Snapchat, Facebook, YouTube Free Video*, Facebook, Pay TV Facebook, Pay TV, Netflix Snapchat, Pay TV, YouTube Snapchat
12、, Facebook, Pay TV Free Video*, Netflix, YouTube *From Network Sites/Apps 38% 29% 29% 27% 26% 24% 24% 22% 20% 20% 19% Favorite Video Bundles (% of respondents) 5 vMVPDs FINDING THEIR FOOTING Section One Even as SVOD heavy-hitters are growing or holding steady, abrupt pricing pressure continues to ta
13、ke a toll on Virtual Multichannel Video Programming Distributor (vMVPD) services. Some, including AT they search and go to the exact video or show for which theyre looking none of that indecisive nonsense for them. Pay TV (Cable/Satellite) Free Streaming Services Subscription Streaming Services Prec
14、ision Viewer (% of respondents) Surfers (% of respondents) Complementary (% of respondents) 61% of Pay TV “surfer” viewers are specifically “Guide Surfers,” scrolling through the guide to find something to watch. 20% 43% 41% 11% 19%19% 65% 36% 31% Section One 2020 TiVo Corporation. 8 Comedy 59.2% Sc
15、ience Fiction 31.3% Sports 30.2% History 29.6% Cooking 29.6% Romantic Comedy 29% Sitcom 26.6% Fantasy 24.3% Reality TV 24.1% Drama 55.4% Crime /Mystery 42.8% Suspense/Thriller 38.7% Documentaries 37.2% Action/Adventure 37.1% News 34.2% Comedy 57.9% Drama 52.3% Action/Adventure 45.3% Suspense/Thrille
16、r 41% Crime /Mystery 37.3% Romantic Comedy 31.9% Science Fiction 31% Horror 28.2% Documentaries 26.7% Fantasy 26.3% News 25.5% Historical Drama 23.7% Dark Comedy 17.3% Biography 15.4% Music/Concerts 15.4% COMEDY IS KING OF THE GENRES, BUT HORROR AND CRIME LURK IN THE SHADOWS Consumers may be overwhe
17、lmed by the mountain of content before them, but they continue to watch and love a wide variety of TV and movie genres. Comedy remains at the top of the charts for both TV and movies, drama is not far behind, and seasonality impacts the popularity of particular genres. Horror movies saw a spike arou
18、nd Halloween (28.2%) and cooking shows became more popular as the holidays approached (29.6%). Crime and mystery crept up the rankings for both TV and movies (42.8% and 37.%) because, well, who doesnt like a good murder mystery? Section One 2020 TiVo Corporation. TV Genres Movie Genres Most Importan
19、t Content Genres (% of respondents) 9 AD-SUPPORTED SERVICES GAINING GROUND YEAR OVER YEAR 2018 Q2 2019 Q4 2019 57.9% 75.1% 73.1% 43.9% 63.8% 62.3% At 73.1 percent, YouTube remains the most popular source of free streaming content, followed closely by Facebook (62.3%). Free video from network sites h
20、as skyrocketed in popularity (+31.9% YoY), while Pluto TV (+2.4%), Crackle (+3.8 %), Tubi TV (+5.4%) and Vevo (+3.3%) also gained viewers. YouTube FacebookFree video* SnapchatRoku Channel Pluto TVCrackleTubi TVVevoXumo Average Time Per View in minutes SVOD Social Media Platforms vMVPD Sports Streami
21、ng AVOD 76.3 33.4 58.1 57 15 13.4% 41% 45.3% 18.1% 29.1% 29.3% 24.2% 24.4% 17.7% 18.5% 20.1% 14.7% 20.8% 18.5% 13% 16.2% 18.4% 14.3% 20.7% 17.6% 8.8% 8.6% 8.7% Section One 2020 TiVo Corporation. Very Satisfied with SVOD 2018 2019 Very Satisfied with AVOD 2018 2019 33.1% 33.5% 37.5% 35.4% *From Netwo
22、rk Sites/Apps AVOD Service Usage (% of respondents) 10 Viewers may be flocking to free videos from TV network sites, but fewer of them are using mobile apps to do so. The vast majority of TV network apps downloaded on a mobile device saw a marked decline in users, while nearly 70 percent of responde
23、nts reported they dont have any TV network apps downloaded onto their mobile devices. This may indicate people are watching TV networks through their smart TV or connected TV devices. ABC A&E CNN FOX NBC Freeform Cartoon Network CBC FOX News TV NETWORK MOBILE APPS SLIP A BIT IN 2019 10 Section One 2
24、020 TiVo Corporation. 2018 2019 10.4% 8.9% 8.5% 6% 7.8% 5.6% 6.5% 5.6% 4.8% 5.3% 6.1% 4.6% 7.7% 4.6% 7.3% 4.4% 5.3% 4.4% Mobile Video App Adoption (% of respondents) 11 Price/Pay TV is Too Expensive To Use (Only) an Internet Streaming Service (Netflix, Hulu, Amazon Prime Video, etc.) To Use (Only) a
25、n Antenna for basic TV channels To Share an Account with Family/Friends 2018 2019 Section One 11 2020 TiVo Corporation. As consumers continue navigating the endless mountain of video content and service options, many are treading lightly into the unknown and setting up camp with familiar services. W
26、hile the number of survey respondents reporting they subscribe to cable/satellite service has decreased year-over-year, nearly 77 percent are holding on. 14.7 percent of respondents indicated they planned to eliminate pay TV in the next six months, 4.1 percent lower than in 2018. Of those, however,
27、34.3 percent plan to switch to a vMVPD. Meanwhile, 85.3 percent of survey respondents plan to stay with their current pay-TV provider, switch to another pay-TV provider, or are undecided about their plans in the next six months. A PLATEAU AMIDST THE MOUNTAINS CORD-CUTTERS SHARING ACCOUNTS AS A COST-
28、CUTTING STRATEGY Of the survey respondents planning to eliminate their pay-TV service, 13.3 percent stated it was due to sharing an account with family or friends, which was a 10.4 percent increase over 2018. There was also a sizable drop in respondents citing price as the reason for cutting the cor
29、d a 10.6 percent decrease since 2018. 69.6% 80.2% 13.7% 16.7% 22.6% 38.8% 13.3% 2.9% Reasons for Cutting the Cord (% of respondents) 12 Section One 2020 TiVo Corporation. CONSUMERS STILL RATHER LEERY OF CONTENT AVALANCHE These days, consumers are so overwhelmed by the wide range of options that pick
30、ing and choosing individual channels is an increasingly daunting prospect, and interest in la carte channel packaging continues to decline. Interested in selecting only the channels you want to watch 2018 201967.5% 70.9% FINDING THE RIGHT NUMBER OF CHANNELS Though an increasing number of people dont
31、 want to choose their programming la carte, survey respondents in the U.S. and Canada still want more channels each year in their video packages and are willing to pay slightly more for them. Americans want more channels than Canadian consumers (surprise, surprise!) and are willing to pay more as we
32、ll. Overall, survey respondents indicated wanting an average of 21.6 channels and willingness to pay $33.41 to access them. U.S. Canada* Average Number of Channels Desired Average Price customers are willing to pay for those channels 18.2 $33.30 $23.65 Total21.6$31.15 22.3 32.5 percent of respondent
33、s indicated they are not interested in the ability to choose the individuals channels they want to watch. Of these, 30.5 percent said there are simply too many channels to choose from, while 26.4 percent said the process of choosing la carte elements would take too long. Meanwhile, 23.9 percent pref
34、er their video service choose for them based on previous viewing habits. *Canadian survey respondents will assume these dollars are in CAD 13 Canadian survey respondents will assume these dollars are in CAD MAJOR NETWORKS RETAIN THEIR BROAD APPEAL Section One 61.2% 55.1% 48.3%47.8% 47.4%46.7% 41.4%
35、40.2% 38.3%37.9%37.8% 36.7% 35.2%35.2%34.9% ABCCBSDiscovery Channel A&ENBCFOXHistoryFXAMCFood Network TBSHBOThe Weather Channel TNTUSA Network BUT VIEWERS STILL WANT AND WILL GENERALLY PAY MORE FOR THEIR FOCUSED FAVORITES The major networks generally have something for everyone, but viewers are will
36、ing to pay more for premium content, “niche” content, or sports channels focused on their particular interests. Popular A&E FOX ABC CBS Discovery Channel Premium Adult Swim Cinemax Showtime Starz HBO $1.61 $1.56 $1.52 $1.50 $1.47 $1.94 $1.85 $1.50 $1.36 $1.35 Niche GSN* CMT TruTV WE TV Disney Jr. Sp
37、orts NBC Sports Network ESPN FOX Sports 1 NFL Network MLB Network $2.65 $2.41 $2.38 $2.33 $2.00 $2.11 $1.90 $1.83 $1.75 $1.54 2020 TiVo Corporation. *Game Show Network Survey respondents choose the most popular networks as the ones they would bundle into their a la carte preferences. Most Popular Ne
38、tworks (% of respondents) 14 for a new TV Show/Movie for a TV Show/ Movie youve already seen before SMART TVS STAKE THEIR CLAIM AT THE STREAMING PEAK Smart TVs remain the most popular streaming device option year-over-year. Meanwhile, 20.7 percent of respondents said they use a Roku streaming player
39、 while Amazon Fire TV Stick saw a 3.1 percent year-over-year increase in reported use. Gaming consoles, Google Chromecast and Apple TV are all slowly losing ground in the streaming market. The Top Six Streaming Device Options Ranked By Popularity (% of respondents) 1 Smart TVsRoku Streaming Stick an
40、d players Gaming Consoles (e.g., Xbox, PlayStation, etc.) Amazon Fire Stick Google Chromecast Apple TV 23456 30.7% 20.7% 18.9% 18.8% 9.9% 8.5% +3.5% YoY -0.6% YoY -2.6% YoY +9.8% YoY +3.1% YoY -4.9% YoY 35.8% still dont own a non-mobile streaming device. 13% have replaced one or more pay-TV/live-TV
41、STB with a streaming device, a 10% decrease since 2018. VIEWERS STILL HIKE THE WINDING PATH UP THE CONTENT MOUNTAIN Average Discovery Time in minutes Apple TV Chromecast Amazon Fire TV Roku Streaming Player Smart TV 12 11.7 11.2 10.5 10.3 11.1 11 10.4 9.6 9.2 Section One 2020 TiVo Corporation. Perce
42、ntage of survey respondents. 15 Section One: Conclusion Every year, the video market is bombarded with an avalanche of new options: more content, more video service providers, more technology from which to pick and choose. Altogether, it makes for a daunting mountain of choices for viewers to naviga
43、te. As a result, consumers are increasingly ready and willing to adopt innovative (yet simple) technology, devices or services that can serve as guides on their quest to find what they want to watch. They need technology that adds value to their lives, whether by helping them efficiently locate the
44、content theyre looking for or by leading them to the video pathways that suit their needs and desires. Every viewer is on an uphill journey, and the right technology can guide them over the cliffs and crevasses to the content they love. 2020 TiVo Corporation. CONSUMERS ARE ON A TREACHEROUS JOURNEY.
45、BE THEIR GUIDE. 15 16 77 percent of survey respondents are already actively using a single technology platform to aggregate all their video apps, of which nearly 30 percent use their smart TVs as the medium for doing so. Consumers have already taken the first step, and the market is primed to adopt
46、innovative solutions that can improve their discovery experience. Furthermore, 72 percent of survey respondents said theyre interested in having the ability to view, browse and search all of the available content from every available source from broadcast television to subscription streaming service
47、s unified in a single experience or interface. Section Two 2020 TiVo Corporation. DISCOVERY LEADS THE CONTENT EXPEDITION. CONSUMERS ARE READY TO FOLLOW. 54% of respondents say they find out about new shows or movies from commercials or ads that run within their content. S N 17 Section Two 2020 TiVo
48、Corporation. CONTENT DISCOVERY PREFERENCES VARY WIDELY ACROSS VIDEO SERVICES Most survey respondents say they find new movies and TV shows to watch through SVOD services Netflix (34.7%) and Amazon Prime (25.2%), followed closely by free YouTube videos (23%) and pay TV (21.2%). For TV series that con
49、sumers watch regularly, its a different story. Here, pay TV dominates, with 35 percent of respondents indicating they find new episodes of their regularly watched series through cable or satellite TV. Here, SVOD and AVOD services alike lag far behind. New Movies/TV Series youve never seen before New Episodes of Series you watch regularly Rewatching Movies/TV Shows youve alrea
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