顶级媒体 (OTT) 市场研究

一代人以来媒体最大的变革之一

Over-the-top media, also known as OTT, refers to the delivery of audio, video, and other media over the internet. This delivery takes place without the direct involvement of a telecommunication company. At first, this term was only used to describe the distribution of audio and video. It has since expanded to cover any service that is available over the internet. A subscriber for OTT services is free to access his or her subscribed media from anywhere in the world at any time. Soon, subscribers will be able to stream media using any form of access technology.

OTT媒体的未来

最近的技术发展为 OTT 的发展创造了有利的环境。价格实惠的互联网在其发展中发挥了重要作用。许多千禧一代偏离传统电视节目表也起到了帮助作用。千禧一代更喜欢选择他们想看什么以及什么时候看。此外，由于没有取消费用，更多人更喜欢这些服务。

预测者预计 OTT 市场将在未来几年内快速增长。OTT 服务的例子有 Apple、Amazon、Netflix 和 Hulu。Skype、Facebook 和 Twitter 也被视为 OTT。

OTT行业竞争策略

Netflix still dominates the streaming market. However, more and more content owners are publishing their content across various platforms. Somehow, all the competitors want their apps on the home screen of a smartphone. As the competition increases within this field, it will become harder to get noticed.

为什么OTT媒体服务提供商需要进行市场调研？

市场研究向服务提供商展示了他们所针对的客户所面临的挑战。提供商还将能够收集用户的意见。例如，假设提供商想要推出一项免费的广告支持服务。他或她可以使用市场研究将其与没有广告的昂贵选项进行比较。客户可能还对他们希望如何支付他们所获得的服务有具体的想法。这种情况将为服务提供商创造更多机会来通过其服务获利。

定性 市场研究方法

研究人员使用这种方法来收集和分析非数字数据。例如，他们收集理由、想法和意见。定性研究可以识别意见和思想的上升趋势。它还用于了解人们如何意识到他们的社会现实。定性研究人员使用各种各样的方法，包括在线民族志、非结构化访谈和焦点小组。研究人员还使用带有开放式问题的在线调查。

定性研究深入解答了消费者订阅某项服务的原因。它还深入分析了消费者订阅某项服务而拒绝另一项服务的原因。定性研究可以确定消费者陈述意见背后的思维过程。这种方法允许用户从消费者那里获得丰富的描述性信息。

定量 市场研究方法

This method uses numerical, measurable data to develop facts and identify patterns. The data is in the form of numbers and statistics, often arranged in graphs, charts, and other non-textual forms. This research method includes a range of data-extracting techniques such as online polls. It also includes mobile and app surveys, kiosk surveys, and systematic observations.

Quantitative research has the advantage of collecting reliable data. When it comes to acquiring data from a large population, it’s easier to measure the outcome of this research compared with the qualitative method. Another advantage is the ability to convert its result into highly-accurate predictions.

战略研究

We provide Advanced Strategy solutions such as Market Opportunity Analysis, Market Assessments, and Go-To-Market Strategy.  Key methods include Primary Research, Secondary Research, and Subject Matter Expert research.  Desk Research refers to an accumulation of data that already exists. Data sources may exist as published government reports, company records, databases, periodicals, newspapers and magazines.