Introduction:
QuestMobile data shows that as of January 2023, the domestic smart TV end point activity broke 300 million; by June 2023, the domestic TV Internet access rate reached 26.8%, an increase of 0.9 percentage points compared with December 2022; behind this, the continuous popularity of 4K ultra-high definition and super-large-screen smart TVs, as well as the continuous supply of TV dramas and variety shows, constitute a two-wheel drive, making "large screen" more and more a new growth point outside the small screen, occupying the leisure prime time from 18:00 to 21:00.
Specifically, in terms of geographical distribution, as of August 2023, Guangdong, Shandong, Henan, Guangxi, Jiangsu and other provinces of smart TV end point active accounted for 10.4%, 7.8%, 7.5%, 5.3%, 5%; end point brand active "top five" pattern is basically stable, millet, Hisense, Skyworth, TCL, Haier ranked in the top five, monthly active equipment were 51.61 million, 45.99 million, 43.78 million, 34.49 million, 25.46 million.
The resulting OTT industry chain is continuing to improve. The traditional TV station + online video platform has entered the smart TV end point based on the "license party", forming an OTT application to reach users. For example, Xiaomi’s end point, the MIUI TV version of Xiaomi’s smart TV based on the Android system, can interact with Xiaomi mobile phones and other smart devices, building an "active moat". In August 2023, Xiaomi’s mobile end (APP + Mini Program) deduplicate active user scale reached 7.20 billion.
In terms of OTT applications, as of August 2023, the average daily activity is 42.92 million, and the average daily activity in the past year is stable at more than 40 million units. Behind this, the increase in OTT application types has contributed greatly to the development of long videos, medium and long videos, short videos, music and games, video aggregation and other diversified forms.
However, from the perspective of user acceptance, the four leading video platforms rely on dramas and variety shows to still be the first echelon of "Blood Sea Fight", with Cloud Audiovisual Aurora (Tencent Video), Galaxy Kiwi (iQIYI), CIBN Cool Meow Film and Television (Youku Video), and Mango TV (Mango TV) active devices being 1.60 billion, 1.10 billion, 9.20 billion, and 900 million respectively.
Changes are also taking place, Bilibili, Douyin, Kuaishou and other medium and long and short videos are in the stage of rapid development, cloud audio-visual small TV (Bilibili), know-how fresh time (Douyin), cloud audio-visual fast TV (Kuaishou) active equipment volume 50.13 million, 35.90 million, 7.22 million… This also led to the continuous "quantitative change" of advertising and marketing…
How to play it? Let’s read the report.
First, the development status of smart TV end point: users return to the living room large screen, smart TV active volume of 900 million units, brand pattern is more scattered
1. The growth of mobile Internet user traffic has begun to slow down, and it is urgent to find new channels to seize users’ minds
2, thanks to the continuous iteration of products, more and more families in the form of 4K ultra-high definition, super large screen smart TV, and then promote the TV network penetration rate increased by 0.9 percentage points in the past six months; Internet users return to the living room, large screen usage scene worthy of attention
3. 18:00-21:00 is the prime time for users to relax at night, and it is also the prime time for large-screen usage scenarios at night. During this period, there is still a significant gap between users watching videos through mobile video APPs and pan-applications on the whole network, providing opportunities for large-screen smart TVs and OTT applications to seize the prime time
4. The continuous supply of ultra-high definition content such as TV dramas and variety shows stimulates users to update and iterate TV equipment; in August 2023, the number of TV end point devices actively used through intelligent networking reached 900 million units nationwide
According to QuestMobile data, the active volume of smart TV end points in January 2023 exceeded 300 million, mainly due to the home scene formed during the Spring Festival holiday, and the demand for smart TVs increased.
5. OTT market development ecology: traditional TV stations and online video platforms produce broadcast content, and the licensee links the content and end points, using OTT applications as the carrier to realize the reach of content to large-screen users
6, from the geographical distribution point of view, Guangdong smart TV end point active proportion is higher than other regions; different from other regions, Guangdong, Jiangsu, Hebei, Sichuan, Zhejiang and other places of mobile Internet users accounted for higher than the smart TV end point
7, the current smart TV stock market concentration is still relatively scattered, TOP3 brand share of less than 50%, Xiaomi TV with more than 5, 0 active devices in the first place, followed by traditional domestic brands Hisense and Skyworth TV
8. Xiaomi has built a huge traffic pool on the mobile end, which has the basic advantage of user interaction; the MIUI TV version of Xiaomi smart TV based on the Android system can realize the interaction between smart TV and other smart devices including Xiaomi mobile phone (MIUI operating system)
9. The number of active devices at the end point of Xiaomi TV has remained above 5 for a long time; in terms of TGI, users in Beijing and Shanghai have obvious preferences for Xiaomi TV
10, Hisense emphasizes the diversified brand matrix operation, and constantly seeks to increase the high-end market and overseas market. At the same time, Hisense further enhances the brand volume by sponsoring world-class football events such as the European Cup and the World Cup
11. In the past three months, the number of active equipment at the end point of Hisense TV has increased to a certain extent; as an enterprise founded in Shandong, Hisense TV has a first-mover advantage in Shandong
OTT app store analysis: long video applications occupy the main traffic; other types of applications still have room for improvement
1. The daily average activity of OTT applications remains stable at 4, and the scale of more than 0 units
2, the top video platform episodes and variety shows and other content continue to attract user attention, drama synthesis and other content continue to produce, to ensure the delivery of TV end point content, rich content and TV end point large screen advantages, become an important advantage to occupy the user’s mind
3. OTT application types are showing a diverse development trend, covering long videos, medium and long videos, short videos, music, games, and other aspects
4. On the TV side, platforms that can provide long-term video content such as film and television dramas and variety shows are more popular; Aiyou Tengmang and other leading long-term video platforms occupy the first echelon of the OTT application track, and medium-length and short video platforms represented by Bilibili, Douyin and Kuaishou begin to lay out large-screen platforms
5. The continued output of film and television, variety shows, and other content has driven the growth of leading video platforms in APP and OTT dual-terminal traffic; on the TV side, Tencent’s cloud audio-visual Aurora active devices have gradually exceeded iQIYI’s Galaxy Kiwi
6, OTT large screen can broaden the viewing scene of medium and long, short video, optimize the viewing experience; small screen for the large screen to provide new products and create new demand; compared to the mobile terminal hundreds of millions of users, medium and long, short video OTT application The number of active devices is generally 6, 0 or less, with greater room for improvement
III. OTT marketing market: The unique marketing attributes of large screens are increasingly popular with advertisers, mostly from foreign brands in the FMCG category
1. OTT application marketing has the characteristics of "one-to-many", "large-screen exposure" and "cross-screen communication"
2. The rapid growth of OTT and intelligent hardware advertising further increases advertising touchpoints, expands traffic ecological boundaries, and strengthens the diversification trend of intelligent application interaction scenarios
3. Compared with mobile Internet platforms, advertisers on OTT platforms are mostly brands from the FMCG industry. In addition, advertisers on OTT platforms are mostly foreign brands
4. Compared with the Internet APP medium, OTT advertising is divided into system-level advertising and content-level advertising, of which advertising forms are mostly concentrated in boot ads and video roll ads
5. Long video OTT has become a more popular platform for advertisers. Popular episodes on long video platforms can increase exposure for the platform on the one hand, and attract advertisers’ attention on the other hand