The focus of the television industry in 2017 was on LeTV. LeTV, which has exploded in the past four years, accidentally fell in 2017 and the market share was immediately split. Although the climax of LeTV was short-lived, the change in the domestic TV industry was permanent: Consumers were more concerned with TV content than TV itself; TV brands frequently promoted user operating data such as operating rates and boot time; Internet TV advertising revenues achieved exponentially Growth will soon exceed traditional television advertising.
Technical barriers are vague and content barriers are high
Looking back on 2017, it is not difficult to find that the technical barriers between TV brands have become increasingly blurred, and content barriers have always been high. In 2018, the technical barriers will be vague and the trend of content barriers will continue. In 2018, TV brands will flock to OLEDs, QLEDs, 8Ks, and laser TVs, and their products will tend to be homogeneous. In terms of content, TV brands are strictly guarding the city and rivers. No matter whether it is an Internet brand, a traditional brand, or an Internet brand under a traditional brand, it cannot cross over.
The Internet TV brands will enrich their content. In addition to the broadcast control platform, they will also cooperate with Tencent, iQiyi, Youku, etc. They have never heard of two TV brands joining together and sharing content. This approach is precisely in contradiction with the needs of users. Users will only buy one TV. The content requirements are as good as they can be. The better, the better.
Policy limits, copyright rose
Since there is a conflict with user needs, do TV brands not want to solve it? Obviously not. The General Office of Optoelectronics has drawn a red line between online TV and digital TV. The content of the two cannot be unified; the three largest content exporters, iQiyi, Tencent, and Youku, belong to three camps; there is almost no possibility of joining forces; PPTV, mango TV, etc. have their own small fortunes.
In recent years, the copyright price has gone up, and various content platforms have gone after the self-made drama. Such phenomena as "excellent ancient city", "crime without cards," "the spring breeze is not as good as you" and other phenomenon-level homemade drama fires, taste the sweetness of the content platform has more reason to take advantage of neighbors, the content of the platform to split the more torn version. According to reports, Fan Bingbing's "Winning the World" production cost is 500 million yuan, and the first-round screening right of the satellite purchase fee is as high as 233 million.
Consumers are constantly looking for a second screen
At this stage, the domestic television update cycle is generally around 5-7 years, and the iterative cycle of the Internet TV period is from six months to one year. The hot topic of TV drama and variety shows is weekly. Zhuangzi has a cloud: There is no way to recover from the wild, and it has been!
Let’s also use LeEr example: Let's go blind for more than 10 million users in the past few years, and the online shop is so overwhelming that users’ trust in LeTV brands is gradually disappearing. LeTV does not have the power to purchase copyrights, and LeTV Sports’ hot rights are almost sold out. The advantages of LeTV's content that has been advertised have disappeared, and the gap between Tencent, iQiyi, and Youku has further increased.
How should LeTV choose after the expiration of more than 10 million stock user memberships? Renewals are obviously unlikely. It is even more impossible to change television. The performance and quality of LeTV are legendary in the industry. Then, these users are the natural choice for seeking the second screen.
Data show that the main consumers of television in the domestic market are concentrated in 24-36-year-olds, most of whom have just married or just had a baby. This group has grown up with the Chinese Internet. The pursuit of new technologies, new products, and new styles will limit the content platform that will be torn apart.
In the past few years, the Internet TV market has started to ebb and flow, at least half of them have disappeared, and these stock users are also looking for a second screen. There are also a large number of traditional TV users, as well as Internet TV users who are seriously dissatisfied with the content. There is a demand for a second screen.
The right way to find the second screen
On the way to finding the second screen, users continue to try TV boxes, third-party APPs, screen shot APPs and other methods. Recently, iQiyi TV has emerged in many television boxes and ranked third in the Jingdong Mall after the Xiaomi and Glory boxes. Huawei and Xiaomi have strong brand dominance, and television should have its own uniqueness in the forefront.
Observed and found that iQiyi TV is a smart screencasting hardware that can aggregate iQiyi, Youku, Tencent, and even the contents of the B station and Baidu network disk, and can also play screen games, browse pictures, etc. It can be said that TV has solved the problem that ordinary TV boxes have jumped from one barrier to another, and also solved the problem that screen-casting APPs do not adapt due to different protocols.
Jingdong Big Data shows that 60% of those who purchase iQiyi TV are smart TV users, and the remaining 40% are traditional TV users. This data is very surprising. The industry generally believes that boxes can make traditional TVs rejuvenate, and TV mainstream consumers are looking for a second screen for smart TVs.
According to iQIYI related persons, television can be used as a TV box, and can be used as a smart TV projection screen accessory. Call it, almost cover all the content platform, but also to file, games, etc.; go away, the body is small and no need for separate power supply, only occupy a TV and USB HDMI interface, hanging behind the TV does not occupy the ground.
Conclusion:
In 2018, consumer demand for the second screen has only increased, undoubtedly making the Internet TV brands feel complacent. Of course, the solution is also very simple, depending on the crisis awareness and cooperation spirit of each brand, and the formation of a unified content matrix is ​​also conducive to the rapid formation of scale data collection capabilities, thereby advancing the development of AI strategy. However, many times in history, the alliance between TV companies has “nothingâ€, and it will be almost impossible for the future to unite and require extraordinary wisdom and courage.
Smart TV/box information can focus on smart TV information network sofa butler (http://), China's influential TV box and smart TV website, providing information, communication, TV boxes, smart TVs, smart TV software, etc. Answering questions.
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