動画サービス：市場の現状

当レポートでは、米国・カナダの動画サービス市場について分析し、現在の市場の主な傾向や、今後の市場に対する主な影響要因、北米市場における有料テレビ・OTTの契約件数や収益額の動向見通し (今後5年間分) などを調査しております。

目次

分析概要

• エンターテインメントメディア消費の進化
• 動画消費に対するCOVID-19の影響
• コードカッティングの継続：収益への影響
• ストリーミングサービスのスタック：未だ上限に達せず
• 契約が無くても、サービスホッパーはチャーンに貢献する
• コンテンツと発見の課題：ユーザーエクスペリエンスへの影響
• サービス検出を支援するバンドルとアグリゲーションプラットフォーム

動画サービス市場の評価：サービス分野別の戦略

• 動画サービス市場の定義
• 従来型の有料テレビプロバイダーはオンラインに移行
• vMVPD：高い運用コストにもかかわらず成長
• SVoD (サブスクリプション式VoD)：サービスが価格を引き上げる
• TVoD (トランザクション式VoD)：「ステイホーム」から利益を得る
• AVoD/FAST (広告ベースVoD)：急上昇中

ストリーミングサービス市場を形成する動向

• スマートテレビの活況
• ウィンドウイングの変化によるTVODサービスの成長
• 市場再編による競合促進
• コンテンツ制作者：DTC (Direct-to-Consumer) への移行
• 開発中の標準測定
• ハイブリッドビジネスモデル：競争上の優位性

ハイブリッドビジネスモデルを備えたOTTサービスのプロファイル

• ViacomCBS (2022年2月現在)："パラマウント"
• Discovery+
• Redbox
• AppleTV+
• Peacock

市場予測：米国のOTTサービスの契約件数と収益

• 予測手法と仮定
• 米国のOTTサービス契約件数の予測
• 収益予測

結論と提言

用語集

付録

分析・インタビューの対象企業

図の一覧

帰属

List of Figures

• Penetration of Traditional vs. OTT Video Services
• Evolution of Entertainment Media Consumption
• Pay-TV Adoption in North America Forecast: 2020-2024
• Traditional Pay-TV Subscriptions, Cord-Cutters vs. Cord-Nevers
• Average Monthly Spending on OTT Services
• Number of OTT Service Subscriptions
• OTT Subscriber Churn
• Number of OTT Services Cancelled: Non-Hoppers vs. Hoppers
• OTT Service Use by Business Model
• Top Factors Influencing OTT Service Subscription
• Method of Subscribing to OTT Services
• Entertainment Video Service Ecosystem
• Pay TV Adoption by Service Type
• vMVPD Service Adoption, 2017-2021
• Leading vMVPD Service Providers
• Subscriber Churn: vMVPDs vs All OTT Services
• Top SVOD Services - US Subscribers, Year-End 2021
• Transactional OTT Service Use
• Windowing: Viewers' Preferred Method of Watching New Movies
• Ad-based OTT Video Service Usage
• Use of Ad-based OTT Video Services
• OTT Ad-based Service Use, with other OTT Models
• Ad-Based Services Owned and Operated by SVOD Services
• Viewers Ad-based OTT Preferences: AVOD vs FAST
• Attitudes Towards Advertising among Ad-based OTT Viewers
• Adoption of Streaming Video Devices
• Neilsen's The Gauge Viewership Metrics
• OTT Service Leaders: Business Model Comparison
• OTT Services with Hybrid Business Models: Comparison on Key Metrics
• Evolution to Paramount+
• Paramount+ US Subscriber Estimates
• Discovery+ and HBO Max US Subscriber Estimates
• Redbox: Ad-based vs. Transactional Use
• Apple TV+ US Subscriber Estimates
• Peacock US Subscriber Estimates
• OTT Subscription Forecast
• Subscription Revenue Forecast

The video services space, including pay TV and OTT, continues to evolve to meet ever-changing market conditions and consumer behaviors.

The traditional pay-TV market continues to face significant challenges including ongoing subscriber erosion and competition from vMVPDs. The market has had to pivot to vertical integration and bundling, aggregation, and online video solutions to sustain and grow.

The OTT video services market continues to evolve, with high-profile offerings from large media organizations and smaller-scale offerings from a variety of more niche players. Services continue to augment their user experiences and distribution channels with many employing a hybrid business model approach to better reach and monetize their offerings.

This State of the Market industry report examines the top trends in the US and Canadian video service markets and the forces that will affect the market over the next year. The report includes a five-year forecast of pay-TV and OTT subscriptions in the North American market.

Table of Contents

Bottom Line

• Evolution of Entertainment Media Consumption
• COVID Impact on Video Consumption
• Cord Cutting Continues, Impacting Revenues
• The Streaming Service Stack Has Not Yet Hit its Ceiling
• Without Contracts, Service Hoppers Contribute to Churn
• Content and Discovery Challenges Impact the User Experience
• Bundles and Aggregation Platforms Aid in Service Discovery

Assessing the Video Service Market: Strategies by Service Segment

• Defining the Video Service Market
• Traditional Pay-TV Providers Move Online
• vMVPDs Grow Despite High Operating Costs
• Subscription Video-On-Demand (SVOD): Services Raise Prices
• Transactional Video on Demand (TVOD) Benefits from Shelter at Home
• Advertising-based Video-on-Demand Services (AVOD) and (FAST) on the Rise

Trends Shaping the Streaming Services Market

• Smart TVs are on Fire
• Shifts in Windowing Grow TVOD Services
• Consolidation Driving Competition
• Content Creators are Going Direct to Consumer (DTC)
• Standard Measurements in Development
• Hybrid Business Models are a Competitive Advantage

Profiles of OTT Services with Hybrid Business Models

• ViacomCBS - As of February 2022 -"Paramount"
• Discovery+
• Redbox
• AppleTV+
• Peacock

Market Forecast: US OTT Service Subscriptions and Revenue

• Forecast Methodology and Assumptions
• Forecast US OTT Service Subscriptions
• Revenue Forecast

Implications and Recommendations

Glossary of Terms

Appendix

Companies Research or Interviewed for Report

List of Figures

Attribution