globalwebindex：2019在线电视报告（英文版）(39页).pdf

1、INSIGHT REPORT 2019 An exploration of online TV behaviors, and the streaming services driving the industry Online TV ContentsIntroduction Key Insights 03 Engagement with Online TV 04 Online TV Devices 11 The Global OTT Market 17 The Rise of Subscription Choice Fatigue 22 Netflix vs. Amazon Prime Vid

2、eo 25 Where is Online TV Heading? 30 Notes on Methodology 35 More from GlobalWebIndex 37 GlobalWebIndex Insight reports take a deep-dive into the crucial topics of the industry. This report delves into the impact of online services on the TV industry and examines how consumers are integrating online

3、 into their TV viewing habits. We answer questions like: What demographics and markets are the most likely to be engaging with different forms of online TV and how often? What devices are the most important to online TV viewing and how are smartphones impacting engagement habits? What online TV/film

4、 services are winning the battle in the OTT market and are viewers willing to pay for this content? What is subscription choice fatigue and how is this phenomenon impacting the SVoD industry? What is the future of online TV and can social networks become TV platforms? Key Insights Online forms of TV

5、 are capturing nearly 40% of daily TV time. Thats up from just 26% back in 2013 and accounts for 1 hour and 17 minutes, compared to almost 2 hours spent on broadcast TV. Online has some way to go until it becomes a true challenger to broadcast TV globally, but for some markets and demographics, the

6、gap is quickly narrowing, and the general direction of the shift is clear. Digital consumers dont choose one form of TV over another. Rather, the vast majority choose to watch a combination of broadcast and online TV. Almost 90% of those who watch TV catch-up or TV subscription services say they als