In July 2014, the SARFT issued a series of policies. Internet TV ushered in "the most strict supervision in history" and has a huge impact on the video application market. The video site TV application was completely offline and all turned to cooperate with licensees. In addition, the overall development speed of the smart TV application software market is rapid, and the number and type of products continue to increase. Internet giant companies headed by BAT are also entering the market. The market competition for smart TV application software will intensify this year, and the industrial structure will become clearer.
Due to the impact of regulatory control, all major video website products were taken off the market and some unofficial cracked version applications appeared on the market. Although the number of game products is large, there are relatively few original games developed specifically for television, and there are a large number of mobile phone-side game transplants or other. Host game simulator version; educational products gradually become popular, among which the number of preschool education products is the majority, becoming the industry's main entry point.
From the perspective of downloads, watching audio and video is still a major demand for smart TV users, and the related product downloads exceed 60%, but the future profit model is not yet clear; the number of other applications, such as tools, is small, but the user’s attention is high up to 23.58%. Downloads far exceed games and educational products; game applications have very few games that actually fit on the TV side, and the overall quality of the products is not high; educational companies are actively deploying TV-side education; the market and users are in the incubation period, and it is expected that there will be broad future space.
According to data, video applications occupy 80% of the downloads TOP10 list, of which the largest amount of live streaming products downloads. In addition, the TV QQ and UC browsers are on the list, indicating that the demand for instant messaging and browsers is still strong. As major video websites are banned from TV applications, the mainstream video websites such as Youku and Iqiyi cannot be listed on the list. Applications. Currently, various video sites are actively collaborating with licensees and it is expected that new products will be introduced in the future.
At present, the video product market is facing a reshuffle. Under the strict control of the SARFT, the video site has already released all the TV-end products it has launched, and continues to export content to TV screens through cooperation with licensees. In addition to video applications, other types of smart TV applications have not yet introduced a clear policy, and the market is still rapidly developing.
In addition, Internet giants have successively entered the smart TV application industry. Baidu launched the "Baidu TV game", Tencent launched "Tencent video game," Ali number entertainment to abandon the mobile game market to switch to TV games, and Jingdong, Suning Tesco have released TV client, quickly layout the TV side, with Ali points Food TV end electricity supplier market.
Analysts believe that there is ample room for development of smart TV application products, but no stable pattern has yet been formed. First of all, the necessary links such as control and payment methods still need to continue to be perfected, and the user groups need to be cultivated. In addition, there is a shortage of high-quality application products for smart TVs, and most of the products are copied from PC and mobile terminal solutions. Therefore, in the future, it is still necessary to develop products that are more suitable for TV screens, and to increase product development efforts in order to increase the attention and stickiness of users. At present, hardware companies are constantly exploring new control methods such as voice and gestures, laying the foundation for software innovation from the platform. It is believed that TV products will be more abundant in the future.
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