I. History of Internet TV
Internet TV Exploring Period - 1997--2008: At this stage, Internet TV is still in the industry's vision. Microsoft's "Venus Plan" and the trial of Shan Yi Yi Bao have all ended in failure. The advent of hard disk players enabled televisions to play external video, linking it to video sources from the Internet for the first time.
Growth of Internet TV: 2009-2012: Internet TV and box began to have real access to the Internet, but the system is relatively closed, and the content is built into the terminal manufacturers. In 2011, it entered the Android era and the system is more operable. Also at this stage, SARFT began strict policy supervision and Internet TV entered the stage where compliance could develop.
The outbreak period of Internet TV: 2013-2015: Internet companies, licensees, and end-users have been working closely together with frequent actions and the industry has entered an era of full-scale outbreaks.
Second, the development scale of Internet TV
The TV market has developed for many years and the market capacity is relatively stable. The total TV market sales volume is between 4,000 and 50 million units per year. In the coming years, due to the development and popularity of Internet-enabled smart TVs, TV may usher in a trend of accelerated replacement. The market will have more rapid growth in the coming years. In the TV market, smart TVs have become the mainstream of development. Therefore, the penetration rate of smart TVs will continue to increase in the coming years, and traditional TV sets will gradually withdraw from the market. In 2016, the penetration rate of smart TV may exceed 85%.
In 2013, the smart TV market in China began to grow at a high speed. Since 2013, it has been the golden period for the development of smart TVs. The possession of smart TVs has rapidly increased. Smart TVs will be further popularized in the next 3-5 years, which may bring about a wave of TV exchange peaks. The penetration rate of smart TVs will increase rapidly. The popularization of smart TV equipment will lay a solid foundation for the overall ecological development of Internet TV. The overall content level of revenue and advertising revenue will be based on a sufficient amount of users. With the popularity of the equipment in the future, the revenue of the overall Internet TV ecosystem will also increase rapidly.
Third, the Internet TV industry chain
The Internet TV industry chain can be divided into three major segments.
The first link is the content provider, which is the main performance of the so-called "OTT" of Internet TV. Different content providers, including film and television companies, television stations, and Internet video sites, together constitute a rich content system of Internet TV.
The second link is the licensees, including content licensees and integrated platform licensees. This link is the core of government supervision of the Internet TV industry, and it is also the channel for connecting content and terminals in the industry chain. According to the policy, only the presence of a licensee can open up the channel of content and terminal. Integrated platform licenses have ceased to be issued, becoming the most scarce resource in the industry chain. Content providers and license providers are all within the scope of video service providers.
The third link is the terminal. The terminal includes pure hardware and system software. The system and software components are also subject to regulation. The licensees do have some control. The terminal production depends on the traditional TV manufacturers and the emerging Internet companies TV brand licensees: licensees with copyrighted resources and operational capabilities (such as BesTV and China. Numbers) The expansion to the upstream of the industry chain, trying to open up the entire industry chain, including industry links other than terminal production.
Fourth, the box is now the mainstream
Internet TV licensees, IT giants, Internet companies and other companies have launched Internet set-top box products. Traditional set-top box manufacturers have gradually become manufacturers. The entry of Internet companies such as Xiaomi, Leshi, and Alibaba brought new usages of set-top boxes to users. In addition to providing massive amounts of video content resources, each of them put their own characteristics in their own boxes and applications. On the whole, Internet TV set-top box products exhibit multiple features in their functions and application software.
In addition, there are also niche brands in the market such as Haimeidi, Infik, Kaiboer, and Tianmin. This kind of box is powerful, with a wide range of film sources, and a variety of product types. It also occupies an important share of the box market.
Fifth, no screen TV will be the flash point
The non-screen TV is relative to the TV, and can achieve the same signal input and audio and video enjoyment as the TV. The difference is that the principle of projection is no longer limited by the fixed size of the TV screen, and is an innovative TV. The non-screen TV has all the functions of the traditional TV. At the same time, it has the characteristics of not damaging the eyesight, large screen, energy saving and environmental protection, small size and light weight. The non-screen TV is different from the traditional micro-projection. It not only adopts the video decoding system and the quality optimization engine that are consistent with the smart TV, but also applies many algorithms related to the TV, such as dynamic noise reduction, dynamic contrast and sharpness, and system bottom optimization. Is a "TV without a screen".
VI. Exploration of business model
In 2015, the commercialization of Internet TV content services began to advance. The business models that are currently being tried are mainly content user payments, membership fees and advertisements.
Advertisements mainly include TV open screen advertisements, App open screen advertisements and video patch advertisements. Since commercialization is still in its infancy, the income scale is relatively small relative to PC and mobile revenue. However, due to the special circumstances of the big screen, whether the user wants to pay, the single user value (ARPU value) or the unit price of the advertisement has May exceed the PC and mobile. In the future, with the increase in the number of users, more business models can be further explored. For example, games, live broadcasts and other fast-paced models can be tried in the future, and the profitability outlook can be expected.
In the current market, the major ways that video companies are involved in the Internet TV industry include the inside mode and their own brand hardware mode. Different companies choose their own models for their own considerations. The television industry has developed for many years. At present, there are many mature brands in the country, and users have certain limitations on the brand's cognition. Besides, the development of self-owned brands may involve the construction of channels, and the cost of supply chain construction is high. Therefore, the development of hardware is a Slow process. At present, the hardware produced by video companies is not yet able to occupy the mainstream in the market, but there will be more space after the development, and the prospects will be promising. Companies that are not involved stick to their original advantages in the field of Internet services, and are more flexible in cooperating with various TV manufacturers, gaining rapid development of users and gaining good returns after commercialization. There are also two-pronged companies that are developing at the same time.
Seven, Tencent video on the TV try
The layout of Tencent Video in the OTT TV field currently relies mainly on its content and experience advantages, and vigorously promotes cooperation with terminal manufacturers with a positive attitude and an open mind.
From the terminal point of view, Tencent video and the domestic mainstream TV manufacturers have extensive cooperation, and also with many international brands such as Philips, Samsung, Sharp and other cooperation. At the same time, it also actively cooperated with box manufacturers such as Xiaomi, Skyworth, and Haimeidi.
At the business cooperation level, Tencent's videos are used in a more flexible way to cooperate with vendors to divide revenue into revenues. Tencent Video also deeply collaborated with Taijie and VST to integrate the user resources of the two video service providers, enabling users to rapidly accumulate.
From the content point of view, Tencent video purchased rich domestic and foreign copyright content, especially with numerous foreign film and television companies for exclusive cooperation, access to many exclusive overseas dramas, movies, sports events, documentaries and other content.
Until now, not only has Tencent been deployed on the TV, LeS has opened up the entire industry chain, and it has become a full-scale industrial chain control from content generation to smart hardware to content distribution. However, from the recent bursts of news LeTV is not easy, but it cannot be denied that this business model has failed. But fundamentally speaking, this war is still a content war. Who can grab the high ground of the content and distribute the content very well to achieve this? The victory of the war.
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