"The smart big screen market with smart TVs as the carrier is growing rapidly." Author | Lexie edited | Lu
The winter Olympics just past in February became the entertainment "C position" in the hearts of the national audience, accompanying us through the spring festival holiday after those somewhat dull days, and the American Spring Festival Gala "Super Bowl" attracted 112 million viewers to watch, in addition to the game itself, the inter-game advertising has also become a hot topic of discussion across the network, these TV content let friends and family get together, rekindle the TV-centered "living room culture".
The outbreak of the epidemic and the popularity of smart homes have made TVs from simply providing audiovisual functions to the core entrance of smart homes, opening up Pandora's magic box of Internet content and completely changing our media consumption habits.
01
Post-epidemic era: everyone is a "couch potato"
According to a 2021 survey by research firm Forrester, 41% of respondents said they like to watch TV more after the epidemic than before, 42% said that the epidemic continues to bring pressure, and watching TV is the best way for them to escape this pressure; after the global vaccination and social venues are opened, 46% of consumers still say that they do not go out much every day, but spend the same time watching online entertainment content as when they were in home isolation, and 39% say that they have watched longer than before You can chase the latest episodes or even Hollywood blockbusters without leaving home, who doesn't want to be a "couch potato"?
Hub Entertainment Research data shows that the market share of smart TVs has exceeded half, consumers' tendency to use digital products, the growth of disposable income and the maturity of TV technology have made smart big screens become a core family scene between the epidemic, to meet the all-round needs of chasing dramas, watching sports games, fitness, playing games, etc. The smart big screen market with smart TVs as the carrier is growing rapidly. The global smart large-screen market size is expected to reach $289.03 billion by 2028 with a CAGR of 7.13%.
In such an environment, Chinese players' TV going to sea is full of opportunities and new challenges, smart TV operating system (OS) in various markets are hugely different, domestic TV manufacturers need to make their products meet the overseas market industry technical standards and legal regulatory rules, and according to user habits to provide reasonable operating systems and content according to local conditions, it is crucial to have a smart large-screen Internet solution.
Founded in 2013, Shiruofei is such a provider of intelligent large-screen solutions, it will be overseas intelligent large-screen as a foothold at the beginning of its establishment, providing hybrid Internet TV solutions, by pre-installing intelligent operating systems for Chinese manufacturers' overseas TV products to help them achieve the intelligence of overseas markets and meet the technical specifications of overseas markets, and TV manufacturers TCL, Hisense, Skyworth, Changhong, Sharp, Arcelik and other brands have established a deep foundation of cooperation. Helping Chinese brands go overseas has realized the transformation from "Made in China" to "Made in China".
At present, The main CTV OS business of Shiruofei has been deployed in Europe, Latin America and Southeast Asia, covering more than 40 million devices, supporting Android and Linux dual platforms, and continuing to maintain a steady growth trend. With in-depth cooperation with the world's leading TV chip companies, Shiruofei provides device manufacturers with intelligent large-screen Turnkey solutions including HbbTV, Web UI, TV Portal and Open Browser, and has obtained the certification of YouTube TV, BBC, iTV, Globo and other head content providers. At the same time, Shiruofei has built long-term partnerships with major domestic TV manufacturers and board solution providers, and the CTV OS business will continue to grow by leaps and bounds.
02
CTV Advertising: The latest favorite of the brand
As consumers' viewing position shifts to smart TVs, advertisers' business and investment are gradually moving away from traditional TVs and towards smart big screens.
CTV advertising not only has great advantages in screen size and sound sensory, but also has the characteristics of accurate user positioning, stronger interactivity, and high cost performance in advertising, which can directly touch the minds of consumers, directly hit the pain points of demand, trigger emotional resonance, and have better effects in brand image shaping and brand value dissemination, so it has become the new favorite of many brands.
CTV advertising is currently one of the fastest growing digital ad spending channels, with advertisers investing more than $30 billion in CTV advertising by 2025.
Source: eMarketer
As a technical bridge between the terminal and the user, after the forward-looking insight into this demand, the company took advantage of the upstream and downstream relationships and channel advantages accumulated over the years to establish an independently operated subsidiary, Miji Software, and took the lead in entering the intelligent large-screen advertising industry.
Miji CTV advertising platform not only has application layer advertising and content layer advertising, but also cooperates with major TV manufacturers to launch a unique system layer advertising slot, which can accurately track user behavior and feedback monitoring data in real time, seamlessly connect traffic owners and advertisers, and improve the monetization ability of the upstream and downstream of the TV industry chain.
In view of the problems of system diversity and data fragmentation faced by CTV marketing, Miji has established a unified CTV advertising and marketing platform, MetaX Ads, and cooperated with ecological partners to create a programmatic platform to continuously promote the integration of linear and smart TV inventory, user integration, and the unification of measurement and billing in overseas markets, so as to achieve the goal of co-construction ecology and shared data. In 2020, the Miji CTV advertising platform has landed in Central and South America.
In 2021, more and more brands recognize the value of smart large-screen advertising and choose the MetaX CTV Ads platform to run TV ads. At present, there are many well-known brands such as Booking.com, Bimbo, Samsung, Madero, Globoplay, Telehelp, Frescatto, Redbull, o'boticario, Open English, Aventura de construir and so on.
Since its inception, the average daily active user (DAU) of MetaX Ads, a CTV advertising platform, has exceeded 12 million.
Chi Hanping, general manager of the advertising division of Miji CTV, said: "The future value of CTV is not limited to TV, its higher value comes from building a bridge between the global family and the wonderful external world, so that global families can enjoy the wisdom of interconnection. "In the era of all-scenario wisdom, intelligent large screen has gradually become the center of home audio-visual entertainment and intelligent interaction, in the face of the marketing dividend of CTV to expand the scene, Miji will be based on CTV as the core of the home device in the future, insight into the new scene of users in the family to launch a new marketing channel program."
03
Streaming media: The hottest use case of smart big screen
Streaming Media has contributed to the growth of smart big screens, and the epidemic has accelerated the speed at which viewers cancel their traditional TV program subscriptions (Cut The Cord) and switch to streaming platforms supported by smart TVs, and the OTT (Over The Top) business has become the mainstream choice. According to Rapid TV News, about 91 percent of U.S. households subscribe to at least one streaming service, with an average subscription to four streaming services, and the global OTT market will reach $167 billion by 2025.
Netflix, Hulu, Apple TV+, Disney+, HBO MAX, Peacock, Prime Video are currently the most important streaming players in North America, Disney+ exceeded expectations in the fourth quarter to achieve 130 million total subscribers, and dark horse Roku launched a streaming service after making its debut in a network set-top box, and now occupies 15.2% of the U.S. streaming equipment market. Net income for 2021 reached $2,765 million. The OTT track has great potential, but it is crucial to have a competitive differentiation.
In this regard, Shiruofei and its subsidiary Miji, which is mainly engaged in OTT operation business, have great advantages, not only can it output content and services through the underlying operating system based on the intelligent large-screen OS operation business, but also can place the OTT platform entrance and push partner services at a significant place on the startup page (Launcher) with huge installed capacity, and even adapt these services to multiple platforms to provide users with massive content and services such as video, music and games. Help content providers and app developers broaden their channels and globalize content.
At present, Miji has cooperated with content brands such as Tencent WeTV, Gusto TV, YesAuto, Firework and Fishing TV to create a massive global content library of more than 10,000 hours of games, e-sports, movies, documentaries, sports and news, etc. Miji has chosen to provide lightweight content such as easy short dramas, food, outdoor sports, and mini games to fill users' fragmented time to form a differentiating advantage. The mode deeply rooted in the underlying OS also allows Miji to better understand the user's entertainment preferences, and can provide end users with a more customary design and accurate personalized content recommendation.
For overseas content players, the three key products of the Miji intelligent large-screen OTT operation platform - intelligent large-screen browser Open Browser, launch desktop Launcher and video entertainment center MetaX Play can provide multi-dimensional strong exposure opportunities, of which Open Browser since landing on the Google Play TV App Store in 2021, in just half a year, the global organic download volume quickly exceeded 1 million. MetaX Play aggregates a variety of high-quality video content, and players in multiple content categories such as applications, games, film and television, animation, fitness and education can reach global users through the OTT operation platform, and a variety of flexible monetization models such as intermodal promotion, subscription and advertising can help content partners achieve content commercialization efficiently.
The global smart large-screen market will achieve more than 20% growth in the next 6 years, and technology giants are also laying out, Google has launched Chromecast and Android TV, Apple has been updating Apple TV, and Amazon has released the Fire OS operating system.
Chinese players who want to successfully go to sea and enjoy a wave of intelligent large-screen traffic dividends can draw inspiration from the case of shiruofei, and it can also serve as the best service provider for Chinese players to escort the sea.
Starting from the smart TV operating system, the industry experience accumulated over the years and the high-quality resources, technical experience and data precipitation in the upstream and downstream of the industrial chain can help platforms such as content providers to successfully land overseas and help channels to achieve operational monetization.
In 2019, In order to further accelerate the overseas layout, Shiruofei plans to launch a new round of strategic financing in 2022, invest in innovative research and development in AIoT and other fields, introduce more high-quality content to provide end users, serve more advertisers, traffic owners and content partners, and constantly explore new ways of large-screen marketing, tap the new value of large-screen, and accelerate rapid growth in the world.
References:
Post-Pandemic Media Consumption: Online Streaming Accelerates A New Content Experience (Forrester) Smart big screen into a new battlefield for technology giants, where are the opportunities for Chinese players to go to sea? (36Kr) CTV and digital advertising: How Connected TV is one of the fastest growing channels in 2022 (Insider Intelligence)