The annual Spring Festival Gala has become a part of the Chinese New Year, which not only symbolizes the reunion of home, but also connects the hearts of Chinese people all over the world. It is not so much that the Spring Festival Gala is a gala, but that the Spring Festival Gala is the sentiment of Chinese people around the world, and because of this, the ratings of CCTV's Spring Festival Gala have always ranked first.
When people are still immersed in the joy of the Spring Festival Gala, few people will find that their lifestyles are quietly changing. The habit of sharing a hearty Chinese New Year's Eve meal with his family while watching the Spring Festival Gala has changed somehow.
Following the short video platform "Kuai", this year Douyin and China Central Radio and Television CCTV reached a cooperation on the 2023 Spring Festival Gala, and the main content technology of the cooperation is to watch the live broadcast of the Spring Festival Gala through Douyin on the Chinese New Year's Eve night of 2023, and watch the replay of the 2023 and previous Spring Festival Gala after the live broadcast.
In addition, careful users may find that this year is the fifth consecutive year that "Kuaimou APP" has carried out in-depth cooperation with the main station for the Spring Festival Gala, and it is from 2016 that mainland cable TV users have entered a stage of continuous loss.
The short video platform allows users to discover that the Spring Festival Gala can be broadcast and watched back through the short video APP, subverting the "fan" that has been passed down for decades, and getting rid of the original way of life of well-behaved and upright sitting in front of the TV to watch the Spring Festival Gala.
The main reason why the 2023 Spring Festival Gala will further aggravate the loss of cable TV users is that the pattern of "the only channel to watch CCTV is cable TV" has been completely broken.
1. When the Spring Festival Gala can only be watched through the channel of cable TV, everyone will still keep the set-top box of cable TV for the sake of the Spring Festival Gala, if you only watch a TV program once a year, then this TV program can only be the Spring Festival Gala.
2. When you can watch the Spring Festival Gala through other channels, some users must be attracted to it, and at this time, cable TV users also begin to shake and lose.
3. When more video platforms appear, especially short video platforms with large user scales also intervene in broadcasting the Spring Festival Gala, everyone will naturally use the short video platform to watch the Spring Festival Gala, because before the short video platform has allowed users to develop the habit of "watching everything in short videos".
4. When a product is only reserved by users to watch the Spring Festival Gala, his importance is not very high, once a new product can also provide the same service, I think most users will decisively give up the product that is like a chicken rib. That product is a cable TV set-top box.
When a short video platform with more than 600 million daily active users joins the broadcast service of the Spring Festival Gala, it will definitely seriously threaten the traditional Spring Festival Gala broadcast channel - cable TV, and the consequence of this threat is to attract users by changing people's viewing habits, and this trade-off attraction will eventually cause the further loss of cable TV users.