爱立信-2017电视与媒体渠道报告：消费者驱动的媒体未来（英文版）-2017.10-16页

报告摘要

Summary of "TV AND MEDIA 2017"

Core Content

The Ericsson ConsumerLab TV and Media 2017 report outlines a consumer-driven future of media, highlighting the evolving habits and attitudes of TV users across 13 countries. It emphasizes the shift from traditional TV to on-demand and mobile viewing, the rise of virtual reality (VR) as a new medium, and the growing demand for personalized and immersive experiences.

Main Findings

1. The Evolution of the TV User

The report identifies six TV user groups based on viewing habits and preferences.
TV Couch Traditionalists have decreased by nearly 40% since 2010.
Screen Shifters and Mobility Centrics have grown significantly, with the latter increasing by over 320%.
Mobility Centrics represent the fastest-growing group, indicating the increasing importance of mobile viewing.

2. Changing Consumer Attitudes

Consumers increasingly prefer on-demand content over scheduled linear TV.
Binge-watching has become common, with 42% of consumers saying they watch more TV series than five years ago.
Content discovery is a major challenge, with 70% of consumers expressing a strong desire for a universal search feature.
4K/UHD TVs are becoming more common, with over 85% of households owning HD TVs and more than 20% having 4K/UHD TVs.

3. More Content, More Choice

The average number of on-demand services used per household increased from 1.6 in 2013 to 3.8 in 2017.
Smartphones have become a major platform for video consumption, with 70% of consumers using them to watch TV and video, up from 35% in 2012.
Total weekly viewing time has reached a record high of 30 hours, driven by the variety of platforms and services available.

4. The Small Screen Takes Over

Smartphones account for 6 hours per week of TV and video viewing, making up 20% of total time.
VR is emerging as a new medium, with 10% of consumers already using it and 25% planning to.
VR is expected to transform the TV and video experience by enabling social and immersive viewing, such as watching content with friends in a virtual environment or experiencing live events as if present.

5. The Social Spark of Virtual Reality

VR is anticipated to reignite the social TV experience, allowing users to engage with content in a more interactive and shared manner.
Early adopters expect VR to become a fundamental part of TV and video by 2020.
Personalized ads are preferred by Mobility Centrics, while TV Joes favor brand-sponsored content.

6. Ads Need to Change

Consumers are becoming more sensitive to ad interruptions, especially with the rise of ad-free services like Netflix.
70% of consumers still prefer scheduled linear TV, but many are willing to pay more to eliminate ads.
On-demand services are seen as more flexible and user-friendly, leading to higher satisfaction and loyalty.

7. Original Content in Demand

Exclusive original content is a key driver for consumers, with 75% of Netflix subscribers prioritizing it.
Scheduled linear TV has a higher Net Promoter Score (NPS) than on-demand services, indicating that it still holds value for consumers due to family bonding, high-quality content, and reliability.

8. The Shape of Spending

Scheduled linear TV services cost significantly more than on-demand services.
US households spend an average of USD 64 on scheduled linear TV and USD 20 on on-demand services.
VOD is expected to gain more share of consumer spending over time, as on-demand viewing becomes more prevalent.

9. TV in 2020 and Beyond

By 2020, half of all TV and video viewing is expected to occur on mobile screens, with smartphones accounting for 25% of total viewing time.
On-demand viewing will reach 70% of consumers by 2020, with 40% already paying for it.
VR is projected to be used by a third of consumers by 2020, significantly altering how content is consumed and experienced.

Key Predictions

By 2020, on-demand viewing will make up almost half of total viewing time.
Smartphones will be the main device for viewing, with 6 hours per week of use.
VR will play a crucial role in the future of TV and video, offering immersive and social experiences.
Content discovery remains a major challenge, with 7 out of 10 consumers requesting a universal search feature.

Conclusion

The TV and media landscape is shifting rapidly, driven by consumer demand for flexibility, personalization, and immersive experiences. As traditional TV declines, on-demand and mobile viewing are on the rise, while VR is poised to redefine how content is consumed. The report underscores the need for better content discovery, more immersive and personalized advertising, and enhanced user experiences across all platforms to meet evolving consumer expectations.

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