From the ups and downs in the early years, the OTT industry has been in compliance with regulations and controls in the past two years. It has formed a stable market environment. As of the end of 2017, the scale of smart TV inventory has approached 200 million units. It is expected that the scale of smart TV inventory will exceed 2019. Cable TV; it is easy to see that the transformation of the family atmosphere with the home Internet as the core is bound to become the mainstream trend.
Today, we will discuss with you the new trend of development of the OTT industry in 2018.
(Data source: Check data "2017 OTT Industry Development Report")
Trend 1: Premium users, helping to increase the value of OTT advertising
From Internet mobile devices to Internet home devices, young users dominate the use and development of smart TVs. According to the “OTT Industry Development Report 2017†in the “Statistical Data of 2017â€, TV users can only be “three high trends†besides being younger, and they are the mainstream consumer groups.
Smart TV users mainly focus on 15-year-olds and 34-year-olds or above, and have a college degree or above, with income concentrated at more than 6,000 yuan. This can be analyzed that smart TV users have high academic qualifications, but also have high income and high purchasing power; in the environment where users meet consumer groups and have spending power, smart TV as an advertising platform, with more value.
Existing smart TV ads are classified into two types, content-based advertisements and platform-based resource advertisements. Existing native video applications are favored in the advertising form of content placement because of their natural copyright advantages. However, the converged video application uses its platform resources to diversify the advertisement delivery methods.
Taking CIBN micro-audio, the current converged video application, as an example, in addition to its customized open screen advertisements and screensaver advertisements, advertisements for film and television topics have also been developed. According to the advertiser's brand or product characteristics, customize the film and television theme that is consistent with its style. Under the environment of “sight†as the core of smart TV, the user can subtly accept the advertisement information; at the same time, it also creates “ "Special theaters" use content with a high level of user interest as a point of attraction to inspire the user's desire to click, so as to achieve an exposure effect.
It can be seen that OTT advertising is not only a powerful complement to traditional TV advertising, but also has unlimited potential and a variety of gameplay. As a carrier for users to watch TV, smart TV applications will also have more opportunities to play their value.
Trend 2: Content will be transferred from genuine competition to rich competition
With the rapid development of the industry, one side has become a land of war, and smart TV applications have also become phenomenal.
In 2017, the OTT industry continued to start the genuine war. Many video applications eventually "compromised" and entered the regularized ranks. Obviously, there was an advantage in video applications that saw the development trend very early.
In 2018, the smart TV video application will enter a new stage. Under the premise of being genuine, how to bring rich and high-quality content to users has become one of the most important survival points. On this basis, smart TV video applications will inevitably differentiate into multiple echelons, and the value of converged applications will also become more prominent.
(Data source: Check data "2017 OTT Industry Development Report")
From the perspective of content, native video applications have the natural advantage of scrambling for copyright, attracting users with “single broadcast†and “homemade†content; the advantages of converged video applications lie in the cooperation with multiple copyright parties. The content richness is presented on the premise that users introduce more premium content.
The number one CIBN micro-viewing application in converged video applications cooperates with multiple copyright owners such as Tencent Video, PPTV, Sohu Video, and CIBN. It is precisely because of this model that it is easier to develop its content territory for smart TVs. End users provide the most basic guarantee for the purpose of "seeing". In the TV performance TOP15 of 2017 as seen in the “OTT Industry Development Report 2017â€, these 15 TV series CIBN all have copyright, and at the same time, these films have produced corresponding “snapshotsâ€. The expansion of content such as “related topics†and “starring collections†has radiated the user’s interest in the drama to surrounding content.
It can be seen that the smart TV native video application itself can promote the awareness of its OTT application on the good reputation of its PC mobile terminal; but from the analysis of user needs, the aggregation video application has the advantage of integrating multiple copyright resources. Can really meet the real needs of smart TV users, so the development prospects are worth being optimistic about.
The year 2018 will be a year of vigorous development of the OTT industry. Under the market scramble, each will be able to identify and locate its own forces. It is believed that the new scene of the OTT industry will be more optimistic and worth looking forward to in this year.
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