2017电视与媒体渠道报告_消费者驱动的媒体未来（英文版）_14页_391kb

2017 TV and Media Consumer Report Summary

Core Content and Trends

This report highlights the evolving landscape of TV and media consumption, focusing on how consumer behavior is shifting toward more personalized, on-demand, and immersive experiences. It provides insights into the future of TV, particularly the role of virtual reality (VR), mobile devices, and content discovery.

Main Points

• VR in TV Viewing: VR is expected to transform the TV experience by making it more social and immersive. It allows users to watch content together in a virtual environment and provides a new way to experience high-quality video without large physical screens. By 2020, a third of consumers are projected to use VR for TV and video.

• Smartphone Viewing Growth: Smartphone viewing has more than doubled since 2012, with 70% of consumers now using it for TV and video, accounting for 6 hours per week. By 2020, half of all viewing will be on mobile screens, with smartphones alone making up a quarter of that time.

• On-demand Dominance: On-demand viewing is growing rapidly, expected to account for 70% of viewing preferences by 2020 and nearly half of total viewing time. Teenagers (16-19 years old) spend over half their time on on-demand, an increase of over 100% since 2010.

• Shift in Viewing Habits: Traditional TV viewers, known as "TV Couch Traditionalists," are declining, while "Screen Shifters" and "Mobility Centrics" are growing. By 2020, only 10% of consumers will be traditional TV viewers, with 54% of all viewing time spent on on-demand services.

• Content Discovery Challenges: As the number of TV and video services increases, so does the time consumers spend searching for content. On average, they spend nearly an hour per day searching, with scheduled linear TV accounting for most of this increase. A universal search feature is highly desired by 70% of consumers.

• Consumer Preferences for Content: Over 70% of consumers prioritize content and price when evaluating new TV services. Exclusive original content is the most important factor for many, especially Netflix subscribers, who value it more than other consumers.

• Advertising Preferences: Consumers are increasingly seeking ad-free experiences. About 30% are willing to pay extra to eliminate ads. Preferences vary by user group, with "Mobility Centrics" showing the highest interest in personalized ads.

• Spending Patterns: Consumers spend significantly more on scheduled linear TV than on-demand services, with US households spending about USD 64 a month on linear TV and USD 20 on VOD. However, on-demand spending is growing, and VOD is expected to gain more share in the future.

• The Social Spark of VR: VR is poised to enhance the social aspect of TV viewing, allowing users to gather virtually. Early adopters expect VR to become a fundamental part of future TV and video consumption.

• Future Outlook: The report predicts a continued shift toward mobile and on-demand viewing, with VR playing a pivotal role in redefining the social and immersive aspects of media consumption.

Key Insights

• Smartphones:

  • 70% of consumers use smartphones for TV and video, double that of 2012.
  • By 2020, smartphone viewing will account for almost a quarter of all viewing time.

• On-demand Services:

  • 60% of consumers prefer on-demand over scheduled linear TV.
  • By 2020, on-demand is expected to account for almost half of total viewing time.
  • Teenagers (16-19 years old) will watch over 25 hours per week on-demand by 2020.

• VR Adoption:

  • 10% of consumers already use VR, with over 25% planning to get one.
  • 30% of VR users expect to use it for TV and video in 5 years.
  • VR users believe it will enable immersive and interactive viewing, and provide access to 4K/UHD content without large screens.

• Content Discovery:

  • Consumers spend an average of 51 minutes per day searching for content.
  • 70% of consumers believe a universal search feature would be very useful.
  • The average number of on-demand services used per household has increased from 1.6 in 2013 to 3.8 in 2017.

• User Groups:

  • Six user groups are identified based on viewing habits.
  • "TV Couch Traditionalists" have decreased by almost 40% since 2010.
  • "Mobility Centrics" have grown by over 320%, indicating a shift toward mobile-first viewing.

• Advertising:

  • 33% of consumers are willing to pay extra for ad-free content.
  • "Mobility Centrics" show the highest preference for personalized ads.

• Content Preferences:

  • 79% of consumers aged 60–69 still prefer live and scheduled linear TV.
  • 42% of consumers binge-watch more TV series than they did five years ago.

• Spending Trends:

  • Scheduled linear TV spending is higher than VOD, but VOD is expected to gain more share in the future.
  • The average weekly viewing time is expected to reach 31 hours by 2020, an increase of about an hour from current levels.

Conclusion

The future of TV and media is becoming increasingly consumer-driven, with a strong focus on on-demand, mobile, and immersive technologies like VR. As traditional viewing habits shift, the industry must adapt to meet the growing demand for personalized, social, and flexible viewing experiences.