Tencent Digital News launched the "2017 OTT Operational Big Data Blue Book" at AVC. Based on the massive operational monitoring data of Aowei Cloud Network, the Blue Book will take stock of the latest developments in the Chinese OTT industry in the first half of 2017 and forecast the future.
Li Wei, general manager of Ovi cloud network assistant and general manager of the home Internet big data division, explained the contents of the blue book. Li Yu pointed out that in 2017, H1, China's color TV sales decreased, with 21.81 million units sold, down 7.3% year-on-year, while OTT users still showed a high degree of activeness, with 81.12 million monthly active terminals, a year-on-year increase of 17.9%.
Li Yu believes that, first, on the scale, OTT has achieved quantitative and qualitative changes, and has already reached the same level as traditional television (250 million households); secondly, BAT is optimistic about the OTT bonus in terms of investment, the terminal layout continues to exert strength, and billions of investment have been invested in succession. Smart TV manufacturers; third, user popularity, users massive scale + high viscosity. By 2017 H1, the number of OTT subscribers has reached 390 million, with 47.39 million sets of terminals on the market, and 58% of users have turned on the computer for more than 20 days. Fourth, the content of H1, OTT content and total resources in 2017 The number of 58,000+ is 27 times that of traditional TV, covering 75% of content resources in the entire network and 87% of 2017H1 quality resources. Finally, in terms of advertisers' interest, H1 and OTT advertising broke out in 2017, and half a year’s advertising revenue reached 1 billion yuan. , Shoulder 2016 OTT advertising annual revenue of 980 million.
At the same time, on the smart TV platform, the strength of video media and live channels has already reached the same level, even slightly prevailing; on the entire platform of the TV, the daily active users of video media are only equal to the scale of the second and third line channels. Considering that video media has only been accumulated in 7 years, and rivals the size of the 20-60-year-old Wei Video Channel, it has to be amazed at the speed of user expansion of video media on the OTT side.
The scale of development of video media is alarming, but the development of its media value is not synchronized. Taking the video media TOP3 as an example, the daily live scale is equivalent to 10% of the live broadcast channel's TOP 3 daily scale, and the advertising revenue is only 3% of it. Obviously, the OTT end value is underestimated. With the rapid development of OTT and the market's increasing awareness of OTT media values, OTT will inevitably divert traditional TV advertising budgets and obtain more advertising budgets.
Regarding the status of the entire OTT industry, Li Xin believes that by the first half of 2017, the hardware market structure has been relatively stable and there will be no disruptive changes in the short term. In terms of content resources, the OTT media landscape has gradually grown. BAT has its own advantages in high-quality resource coverage. It uses segmented content distribution strategies to attract user traffic.
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