Image source: Oriental IC
Under the background of the disappearance of traffic dividends and the continuous slowdown in user growth, long video platforms such as Aiyouteng have reduced costs and increased efficiency, and will shift the focus of competition for users from mobile terminals and PC to more diversified screen scenarios.
Among them, the intelligent large-screen end, as one of the new scenarios they are aiming at, is called the "third field" by industry insiders.
Analysts pointed out that "at the moment when technology is constantly iterating and streaming media platforms are deeply involved in content, the intelligent big screen presents young users with iterations in the experience of watching movies and content quality." "The potential of large screens in user traffic also indicates that the competition for users around the TV side of video platforms will continue to escalate."
Smart large screens have become the mainstream, setting off a new round of screen battles for video platforms
Relevant data show that before 2016, domestic cable TV was the mainstream of the industry, and the number of paid users was significantly higher than the activation volume of smart TVs. However, after 2017, with the advancement of technology, the scale of netizens and the increase of Internet penetration, the activation of smart TVs has ushered in a stage of rapid development, and the market size has exceeded that of traditional TVs.
According to the "2021 NEW TV Marketing Report" released by The Seconds System, the number of home smart TVs in China is expected to increase from 266 million to 389 million from 2020 to 2023, and the user coverage will soar from 640 million to 1 billion.
In terms of user composition, the overall characteristics of youthfulness are presented. According to the report of 36kr Research Institute, OTT large-screen users are the mainstream of post-80s and post-90s, and the user's income structure and willingness to pay are also stronger than traditional TV users.
Relevant analysts believe that today's post-80s and post-90s young people have begun to form families, and they have grown up with the Internet generation, hoping to achieve the same convenient viewing experience as mobile phones on the big screen. Different from traditional TV sets, smart large screens meet the higher experience needs of young families.
Based on this, for video platforms that have already entered the stock competition, the next layout focus is to meet the needs of more screen scenes and users in addition to the main scene of mobile terminals.
"At a time when technology is constantly iterating and streaming media platforms are deeply involved in content, the intelligent big screen presents young users with iterations in the experience of watching movies and content quality, which also makes it a new focus of content for video platforms." The analyst said.
Aiyouteng took the lead in laying out the large screen end, and the B station and watermelon video were vigorously added to become a rising star
Based on this consideration, Aiyouteng took the lead in making efforts on the large-screen end, and launched the Galaxy KiwiFruit, CIBN Cool Meow Film and Television, and Cloud Audio-Visual Aurora. Due to the earlier layout, they won the opportunity and occupied more market share.
According to the "2021H1 Smart Screen Industry Development White Paper" released by Gouzheng Data, in the first half of 2021, in terms of users, the number of daily arrivals of Galaxy Kiwi and Cloud Audiovisual Aurora exceeded 40 million, and the number of daily arrivals of CIBN Cool Meow Film and Television exceeded 23 million.
After the long video platform took the lead in layout, the rising stars such as Watermelon Video and Station B also took the TV side as a new battlefield, and invested more resources in the TV version of the product Huashu Fresh Time and Cloud Audiovisual Small TV, and the competition between all parties for the TV side gradually became fierce.
At present, the large-screen video applications under Station B and Watermelon Video have performed strongly. The "2021H1 Smart Screen Industry Development White Paper" shows that from the perspective of monthly active users, cloud audio-visual small TV has the fastest growth rate, reaching 59%.
In the face of the siege of medium and short video platforms, long video platforms are improving the experience of large-screen users through technical applications and functional innovations.
In 2020, Aiyouteng has successively launched the functions of Frame Sharing Audio-Visual, Zhencai Audio-visual, and Frame Qiying, which are updated and improved around 4K, high frame rate, HDR, surround sound, etc.
At the same time, the long video platform has reached cooperation with well-known audio and video solution providers such as Dolby and IMAX to promote the upgrading of the home audio and video experience. At present, Tencent Video and iQIYI have joined the IMAXEnhanced Home Entertainment Licensing and Certification Program.
In addition to cutting into the smart big screen in terms of application and content, Aiyouteng has also laid out more scenes. For example, Tencent Aurora and iQiyi Box of smart box terminals; TV fruits of screen projection hardware, Tmall Magic Investment, etc.; and smart families with more market potential in the future.
High-quality content is still the focus of content, or it will form a take-all effect
The industry generally believes that the competitive pattern of video platforms on the intelligent large-screen side is generally consistent with the competitive pattern of online video, and will eventually fall on the head, high-quality content competition.
Overall, there are some differences between the content consumption preferences of TV users and those of network users.
According to the "2021 China TV Drama Development Report", in 2021, the top ten domestic dramas that young audiences like most are "The Age of Awakening", "Armageddon", "Mountains and Seas", "Crossing the Yalu River", "Sweeping The Black Storm", "Rebels", "Flowing Golden Years", "Meritorious Service", "Little Shede", and "Ideal City".
According to the 2021 annual list released by Douban, the most popular dramas on the video platform are "The Age of Awakening", "Mountains and Seas", "Meritorious Service", "Great Rivers and Rivers 2", "Love is Delicious", "Ultimate Notes", "I Am Good in Other Places", "Royal Gifts", "Rebels", "Wind Sound".
It can be seen that TV users prefer the main theme, small characters and big era form of content, while network users' preferences are more extensive, in addition to positive energy plot content, but also includes ancient costumes, life, fantasy adventures, love and other themes.
However, in the view of many industry insiders, the difference in user preferences will not affect the competition of long video platforms on the smart big screen.
"The head content will inevitably form a 'take-all effect' in multi-terminal resonance. At present, all the head of the film and drama comprehensive content is indispensable to broadcast on the network, the video platform self-made content in the word of mouth, popularity is constantly rising, Aiyouteng in the intelligent large screen performance is not difficult to understand. "Some analysts think.
The potential of large screens in user traffic diversion also indicates that video platforms will take more measures in this scenario. In the future, the battle for users around the big screen will continue to escalate, and their respective achievements will also affect the market pattern.