Over half of 2017 domestic OTT industry shows what characteristics
Ovid Cloud Network (AVC) announced the 2017 China-Ocean OTT Industry Operation Big Data Blue Book. According to statistics, in the H1 of 2017, OTT users still showed a highly active trend with a year-on-year drop of 7.3% in color TV sales. The number of monthly active terminals was 81.12 million, a year-on-year increase of 17.9%, and the momentum was very strong.
Li Wei, general manager of Ovi Cloud's home Internet big data division, said in an interpretation of related data that after years of market cultivation, the Chinese OTT market will show an explosion in scale, investment, users, content and advertisers in the five major areas in 2017. situation:
The popularity of the scale: In 2017, H1, the number of OTT terminals reached 240 million units. On the scale, OTT has achieved a breakthrough in quantitative change to qualitative change, which is already commensurate with traditional television (250 million households).
Investment enthusiasm: BAT is optimistic about the OTT bonus, the terminal layout continues to exert force, and billions of investments have been invested in smart TV manufacturers.
User popularity: The user's massive scale + high viscosity. By 2017 H1, the number of OTT subscribers has reached 390 million people, with 47.39 million mobile terminals on the market, and 58% of users have turned on the computer for more than 20 days.
Content popularity: In 2017, H1, OTT content resources amounted to 58,000+, which is 27 times that of traditional TV, covering 75% of content resources in the entire network and 87% of 2017H1 quality resources.
Advertiser popularity: In 2017, H1 and OTT advertising broke out. The advertising revenue for the first half of the year was RMB 1 billion and the annual revenue of OTT advertising in 2016 was 980 million RMB.
Li Wei said that currently on the smart TV platform, the video media and live channels have reached the same level of strength, and even slightly prevailed; on the entire platform of the TV, the daily active user size of the video media is only equivalent to the size of the second and third line channels. The video media has only accumulated in about 7 years, and it has reached the scale of traditional video channels on the data. However, the media value of video media still needs to be explored. Taking the current video media TOP3 as an example, the daily live scale is equivalent to 10% of the live broadcast channel's TOP3 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.
For the current status of the entire OTT industry, Li Wei also gave a summary of the “preliminary layoutâ€. By the first half of 2017, the hardware market has been relatively stable and there will be no disruptive changes in the short term. In terms of installation, the dispute over the Launcher portal saw a pattern. BAT covers 75% of smart TV terminals, but the right to speak is in the hands of manufacturers. Therefore, there are still variables in the future. 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.
Li Yu predicts that in the second half of 2017, the development trend of the OTT advertising industry will be more intense (advertising scale will reach 2 billion +), and the industry will also develop more comprehensively (from boot to desktop, from patch to portfolio, advertising forms are more diversified). The evaluation effect is more exclusive. At the same time, with the development of the industry, there will also be a certain degree of industry reshuffle, and the entire market will also move toward a standardized and sustainable development path.
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