Ooyala：2016年Q2 全球视频指数报告（下载）.pdf

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1、GLOBAL VIDEO INDEX Q2 2016 2 OOYALA GLOBAL VIDEO INDEX Q2 2016 POINT OF VIEW 4 ANATOMY OF A POWER USER 8 VIDEO ADVERTISING TRENDS 14 THE IMPACT OF CHURN ON SVOD SERVICES16 TABLET AND SMARTPHONE VIDEO TRENDS 20 iOS OR ANDROID? 24 ENGAGEMENT PATTERNS BY DEVICE TYPE 26 ABOUT OOYALAS GLOBAL VIDEO INDEX

2、28 TABLE OF CONTENTS OOYALA GLOBAL VIDEO INDEX Q2 2016 3 Count this as one giant “congratulations,” a slap on the back. Get yourself a cup of coffee on the house. Whether youre a broadcaster, OTT provider, or a content owner going over the top direct to consumers, youve earned (at the very least) a

3、big smiley face. Why? Your customers by and large are happy with you. A recent survey from U.S. researcher J.D. Power found that customers of subscription video on- demand services are far more satisfied with their services than pay-TV subscribers much, much more. The survey found SVOD users gave st

4、reaming companies an average 823 points (on a 1,000-point scale) for performance and reliability, content, cost of service, ease of use, communication, and customer service. Compare that to the most recent J.D. Power study of pay-TV customers. Last September, the organization found that customers ra

5、ted their pay-TV service at 723, an improvement of 12 points from the previous year, but still, well, meh. Another survey, from the University of Michigans Ross Business School, the American Customer Satisfaction Index, delivers an even more sour view of pay TV, giving the industry a 65 (out of 100)

6、, which ranks it below airlines, municipal utility companies and health insurers. And consumers arent just taking a grin-and- bear-it approach. In Q2, U.S. pay-TV providers lost 812,000 subscribers, their worst quarter ever. But OTT providers and content owners are seeing just the opposite. CBS All