Since 2014, the trend of integrating "watching TV" with "using TV" has become increasingly apparent, and it has become a reality that TV has been interactively shared with other screens. As the Internet audio-visual program service organizations continue to strengthen the construction of platforms and content, the scale of users continues to grow, the market scale further expands, and new media and commercial websites of broadcasting and TV show a differentiated development pattern.
Internet audio-visual service "stronger stronger"
The "2015 Audiovisual New Media Blue Book" shows that as of the end of 2014, a total of 604 institutions in the country were allowed to set up Internet audio-visual program services, of which 224 were broadcast and television agencies, accounting for 37%. As the main aspect of Internet audio-visual program services, China's online video industry has maintained rapid development over the years. According to iResearch, 2011-2014, the annual growth rate of its market scale has been maintained at 42% or more, and the market scale in 2014 has reached 23.97 billion yuan, a year-on-year increase of 76.4%. “This shows that the industry structure is relatively stable and the market scale continues to expand,†said Yuan Tongnan, director of the Development Research Center of the State Press, Publication, Radio, Film and Television Bureau.
At the same time, Internet audio-visual program service organizations have also stepped up the construction of integrated platforms to achieve a multi-screen cloud distribution. Among these, we have seen that CCTV, the Central People's Broadcasting Station, and China Radio International, the central three stations, have established integrated platforms to integrate rich audiovisual content and distribute them to multiple terminals. In terms of content, resources are increasingly abundant, and broadcast and commercial platforms are showing different development trends.
As far as the future development trend is concerned, Yuan Tongnan analyzed that the first one is to develop in an intensive manner. At present, Internet giants such as Baidu, Ali, Tencent, Xiaomi, and 360 have all entered the Internet audiovisual program service industry, further aggravating industry competition. In the future, there will undoubtedly be the stronger Matthew effect; the second is to develop towards platform and expand to other areas through the platform. One of the important points is the development of IP as the core platform, the distribution of the video industry from the source of program's copyright, the creation, development and operation of IP, and the gradual establishment and cultivation of an ecosystem with IP as its core; development of. Internet audio-visual program service agencies will expand self-produced program content as a strategic measure to reduce the cost of copyright, form differentiation and brand development. Driven by market competition, especially the competition between television stations and video sites for the content resources of high-quality single-play dramas has intensified, and the development of self-produced contents has been further promoted in the direction of scale, specialization, production, and branding.
"TV watching" is still the strongest demand
According to statistics, in the Internet TV users, the 70th and 80th generations are the main contributors to the downloading of TV applications, accounting for about 70% of the total, of which the proportion of people aged 30 to 39 is as high as 63%. Among Internet TV home users, the proportion of three-person households and multi-person households was 35.29% and 25.09%, respectively.
"On-demand is the core function of Internet TV." Yang Mingpin, deputy director of the Development Research Center of the State Administration of Press, Publication, Radio, Film and Television, introduced that 80.4% of Internet TV users have used on-demand features, of which 36.3% are users who frequently use on-demand. “The on-demand nature of Internet TV has freed users from passive viewing methods. The traditional concept of golden viewing time has ceased to exist. The time distribution curve of Internet TV has been more gradual. From 10:00 am to 11:00 pm, the ratings show a high concentration. Degree," said Yang Mingpin.
The data shows that at present, "watching TV" is still the strongest demand of users for television. In all kinds of applications, video applications have the highest download volume. According to LeTV’s statistics, among the top 100 applications for non-game APP downloads, the number of video applications accounts for only 16%, but the download volume is close to 40%. In video programs, the user's favorite content is ranked in order of movies, television dramas, variety shows, animations, and children's programs.
As for the relationship between the traditional TV and Internet TV in the future, as stated by Reed Hastings, CEO of Netflix in the "2015 Audiovisual New Media Blue Book," in the next few decades, the world's traditional TVs will be used by Internet TV. Instead, APP will replace the TV channel, the remote will no longer exist, and the screen will be everywhere. The television will be more intelligent. Every TV can link WIFI and install APP. Internet TV applications will be as common as current mobile applications.
Whoever masters quality content grasps the audience
According to the viewing path of online video users, the percentage of viewing on the PC side through the video client and direct access to the video website is about 35%, and the percentage after using the search engine to look after the video is 27.5%. This shows that online video users are already familiar with certain specific video sites or have installed video clients, and have formed the habit of directly logging into video sites. This is even more true on the mobile side. The percentage of users who look and watch through the video client is above 60%, and the percentage of users brought by search engine diversion is below 20%. "The branding effect of video websites has already appeared, and the diversion effect of search engines is gradually weakening." Yuan Tongnan said.
On the PC side, there is almost no cost for video users to convert video sites, and the cost on the mobile side is new. When watching online video programs, 26.1% of mobile video users will install new video clients to watch a video program, of which 33% are female users. Yuan Tongnan believes that video websites are mainly influenced by content orientation, and brand loyalty is not high. This also means that whoever has mastered high-quality content will grasp the audience.
“Intelligence and mobile are the key words in the current social development. Although the combination of the two is not close enough to video, with the advancement of technology, smart and mobile will have a huge impact on the video industry.†Ichiyi CEO Gong Yu expressed his opinion in the blue book.
Industrial ecology gradually upgraded and improved
According to the "2015 Audiovisual New Media Blue Book," the capital power of the audiovisual new media market has been very active in the past year, which has promoted the rapid innovation and development of various industries, and the industrial scale has continued to expand steadily. In 2014, the number of online video users nationwide reached 433 million, and the use rate of online video users reached 66.7%. The market size reached 23.97 billion yuan, a year-on-year increase of 76.4%. Advertising is the main income of online video program services. Since 2011, the proportion of advertising in total revenue has always been above 60%.
Yang Mingpin introduced that some of the advantages of the new radio and television media, especially the local radio and television new media, are to force the content to be broadcast and layout the mobile Internet, forming an important force for competition with the main players in the commercial market. Among them, Hunan Taiwan broadcasts on its own new media platform “Mango TV†to accumulate traffic, attract users, and enlarge and strengthen new radio and television media. The single broadcast practice has proved that the platform ecology of “Mango TV†has been effectively upgraded and improved. In the past six months, the platform's daily PV (page views) has increased from 200,000 to 14 million, an increase of 70 times.
At the same time, as the mobilization trend becomes prominent, new audiovisual media have also become ubiquitous. On the one hand, the market has grown rapidly. As of the end of 2014, the number of mobile video users exceeded 300 million, and the usage rate exceeded 56%. The scale of the mobile application market reached more than 1.1 trillion yuan, and the online video mobile advertising market scale was 3.21 billion yuan, an increase of nearly 6 times from 480 million yuan in the previous year. On the other hand, radio and television media through the "two micro-ends" to achieve mobile communication. Focusing on high-quality broadcast content and program brands, we will develop mobile product groups to comprehensively increase the penetration of mainstream media on mobile devices. For example, CCTV has launched a series of mobile application products such as CCTV News, CCTV Video, CCTV Sports, and CCTV Yuet Mobile. Among them, CCTV News has exceeded 100 million people in the total number of users. In addition, nationwide radio and television agencies at or above the provincial level and some county radio and television organizations have generally set up related businesses, and have channelized channels, frequencies, programs, etc. to productize and platformize operations, turning audiences into users.
O2O expands service market space
In recent years, the tentative angle of the O2O model has been extended to the entertainment industry, and the O2O model emerged. This is the "Internet +" exploration and practice in the field of audio-visual program services. In this regard, in the past year, domestic video sites and the new media platform for broadcasting and television have also begun to make relevant attempts. The business model of audiovisual new media has also been continuously introduced.
The concerts of Wang Feng and Brilliance Yu tried to pay online live broadcasts and achieved better social influence and market efficiency. The O2O model concert has realized the innovation of audiovisual program service model and the expansion of the industrial chain, showing great market potential.
Taking Wang Feng's concert as an example, the reporter learned from the Blue Book that the offline income in the past mainly came from on-site tickets and advertisements. The controllability of marketing was low and the income was not stable. However, O2O's online sales were mainly based on e-commerce. Jingdong, Baidu, Taobao, the United States and other groups more than 20 well-known e-commerce platform in-depth cooperation, 100,000 live tickets sold out for 3 months, box office income of about 25 million yuan. The Brilliance China concert uses social channels such as WeChat and Weibo to provide on-line communication and push services to implement accurate marketing. According to QQ music statistics, in just one week, online ticket reservations exceeded 410,000.
More importantly, the O2O concert online and offline interactive marketing also gave birth to a number of new business models, including online flowers, barrage, and vote-winning businesses. A concert only virtual props can reach 150,000 yuan in revenue. , And Yang Kun concert online total revenue more than 4 million yuan. The new social interaction mode not only enhances the user's sense of participation, but also has a huge potential due to its emerging new payment model, which opens up more market space for network audiovisual program services.
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