Smart TV is based on Internet application technology, with open operating system andchip, which has an open application platform, can realize two-way human-computer interaction, and integrates multiple functions such as audio, entertainment, data, etc. to meet the diversified and personalized needs of users.[1]Its purpose is to bring users a more convenient experience, which has become the trend of television.
Smart TV is a new TV product with a fully open platform and an operating system. Users can install and uninstall various application software while enjoying ordinary TV content, and continue to expand and upgrade functions.Smart TV can constantly bring users different fromCable digital TVReceiver（Set top box）Rich personalized experience.
On December 15, 2023, seven departments, including the Ministry of Industry and Information Technology, the Ministry of Education, the Ministry of Commerce, the Ministry of Culture and Tourism, the State Administration of Radio and Television, the State Intellectual Property Office, and the Central Radio and Television Station, will carry out an action to optimize the viewing experience for TV "dolls".[8]
Chinese name
Smart TV
Foreign name
Smart TV
Features
Self install and uninstall various application software
Smart TV has the following characteristics: (1) It has strong hardware equipment, including high-speed processors and certain storage space, for the operation and storage of applications;(2) Equipped with intelligent operating system, users can install, run and uninstall software, games and other applications by themselves;(3) Can connect to the public Internet;(4) It has a variety of interactive applications, such as new human-computer interaction, multi screen interaction, content sharing, etc.[1]The release of the Glory Smart Screen indicates that the development of TV will evolve towards mobile phones in the future.
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In China, major color TV giants have already begun to explore smart TV.in additionSmart TV boxThe manufacturer also followed suit and realized the intelligent improvement of TV by means of TV box equipped with Android system.
Moreover, "smart TV" has the advantages of application platform that traditional TV manufacturers do not have.After connecting to the network, it can provide a variety of entertainment, such as IE browser, full HD 3D somatosensory games, video calls, home KTV and online educationinformation, learning resources, which can be expanded infinitely, and can also support organizations to independently develop and share tens of thousands of practical functional software with individuals, professional and amateur software enthusiasts.It will realize various application services such as network search, IP TV, video on demand (VOD), digital music, network news, network video phone, etc.Users can search TV channels and websites, record TV programs, broadcast satellite and cable TV programs and network videos.Smart TV will create an open system platform for users that can load unlimited content and applications, and can be personalized installed according to their own needs, so that TV will never go out of style.
Smart TV, like smart phones, has a fully open platform and an operating system, which can be installed and uninstalled by users themselves and provided by third-party service providers such as software and gamesprogramIt is the general name of a kind of color TV that constantly expands the functions of color TV through such programs, and can surf the Internet through network cable and wireless network.
Smart TV first means the upgrading and revolution of hardware technology. Only when it is equipped with industry-leading high configuration and high-performance chips, can it run large-scale 3D motion games and various software programs smoothly.
Secondly, smart TV means a revolution in software content technology. Smart TV is bound to be a TV with customizable functions.
Third, smart TV is still a new generation of TV that keeps growing and advancing with the times.The most important thing about smart TV is that it must be equipped withOpen platformOnly through the fully open platform can consumers be widely mobilized to actively participate in the function formulation of color TV sets, can the "demand customization" and "color TV entertainment" of color TV sets be realized, and is an effective way to solve the intelligent development of color TV sets.
In general, smart TV is an open platform. Developers can develop many applications and load "unlimited content, unlimited applications". Its development prospect is relatively broad.
Apple Display
The arrival of smart TV conforms to the trend of "high-definition", "networking" and "intelligence" of TV.When PCs are already intelligent and mobile phones and tablets are also intelligent in a large area, the TV screen will not escape the eyes of IT giants, and will certainly move towards intelligence.The so-called real smart TV should be able to obtain program content from the network, AV equipment, PC and other channels. Through the simple and easy-to-use integrated operation interface, the content most needed by consumers can be clearly displayed on the large screen through simple operation.
The "smart TV" launched by foreign IT giants has the advantage of application platform that traditional TV manufacturers do not have.Smart TV will realize network search, IP TV, BBTV, VODDigital music, network news, network video phone and other application services.TV is becoming the third information access terminal after computers and mobile phones, and users can access the information they need at any time;TV will also become an intelligent device to realize cross platform search among TV, network and programs;Smart TV will also be an "entertainment center".
key technology
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1 Chip technology
(1) High integration, multi-core is the mainstream
Smart TV needs to be able to complete the decoding and display function of traditional TV, and run the operating system and many applications, so both aspects of chip design should be considered.The intelligent TV chip mainly has two design schemes: single chip and dual chip.Early design mainly focused on dual chips, that is, the "1+1" scheme of one TV board and one Android board, and the interface part was still made up of TVSoC chipThe application of intelligent operating systems, networks and other applications is completed through microprocessors.Although TV manufacturers can use the dual chip scheme to design their own smart TV products and improve the user's intelligent application experience, the high cost is not conducive to the promotion of smart TV.
The domestic smart TV chips are mainly single chip. The single chip scheme, on the one hand, has cost advantages, on the other hand, reduces the difficulty in the design and development of smart TV.The single chip consists of a processor and a video codec. The processor is responsible for the running of applications and browsing of web pages.The video encoding and decoding part mainly uses the image processing engine and the algorithm conforming to the broadcast signal standard to complete the video encoding and decoding work.
(2) ARM architecture takes advantage
At the beginning of the development of smart TV in 2010, the CPU architecture includes ARM, X86 and MIPS. Two years later, the market situation has changed significantly.
X86 architectureThe products have always occupied the whole PC processor market and most IT server processor markets, as well as a large part of the hugeComputer processorMarket.However, with its powerful computing performance, the X86 architecture will still have opportunities in the future smart TV market. After all, unlike mobile phones, televisions require much less power consumption and heat dissipation than mobile phones.
2 Display technology
(1) From the original CRT (picture tube) to LCD and PDP technology, the display screen of TV sets now mainly uses LED backlight LCD TV sets in the market.The full name of LCD is "Liquid Crystal Display".The structure of LCD is to place liquid crystals between two parallel glasses, and there are many vertical and horizontal small wires between the two. Through power on or off, it can control the rod crystal molecules to change direction and refract the light to produce a picture.LCD can be divided into CCFL backlight LCD according to the type of backlight;LED backlightLCD。
At the beginning of LCD, CCFL backlight was mainly used. For the purpose of improving image quality, manufacturers began to gradually use LED as LCD TV.Compared with CCFL backlight, LED backlight has the following advantages: ultra-thin;Environmental protection and energy conservation;Long service life;Wide color gamut.
With the rapid development of display technology, OLED panel TV is expected to accelerate its penetration.OLED (Organic Light Emitting Diode), also known as organic electrode light-emitting diode.OLED is regarded as the future replacement of LCD because of its excellent characteristics such as self illumination, no backlight, high contrast, thin thickness, wide viewing angle, fast reaction speed, flexible panel, wide temperature range, simple structure and process, etc.The cost of OLED is high, for example, the average price of 55 inch AMOLED TV is 116% higher than that of LED TV of the same size.With the reduction of price difference, OLED is expected to achieve rapid penetration.[1]
(2) 4K UHD appears
4K refers to the physical resolution of 3840 × 2160, which makes the total number of pixels of the display device more than 8 million. From the resolution index, 720P is the HD standard, 1080P is the full HD standard, and 4K UHD is 4 times of full HD and 8 times of HD, making the TV picture more delicate and exquisite.It not only makes it possible to view high-definition images from a distance, but also avoids the grainy feeling caused by too close distance.At the same time, high resolution can display more information and details, play ultra-high definition content on multiple screens, and make high-speed 3D effect more perfect. All these changes are real improvements that can be seen by the audience with their eyes.[1]
(3) 3D function gradually becomes the standard configuration
3D function has gradually become the standard configuration of smart TV.According to the data, the shipment of 3D TV in 2011 exceeded 23 million sets.This is mainly due to the good shipment situation in emerging markets and Europe.In the North American market, because consumers still pay great attention to cost performance, the demand of 3D TV market is far lower than expected. In 2011, only 3.6 million 3D TV sets were shipped.However, as consumers prefer 40 inch and larger TVs, and 3D is also widely used in these sizes of TVs, coupled with the decline in TV prices, the proportion of 3D in the North American market will increase.It is estimated that the global 3D TV shipments are expected to exceed 100 million by 2015.[1]
Inadequate 3D content affects the popularity of 3D TV, July 20123D TV test channelMany users have tasted the benefits of the launch of.The industry expects that with the gradual enrichment of 3D program sources and the strength of policies and markets, the market popularization of 3D TV will be further promoted.[1]
3 Operating system
Operating system is the core part of smart TV, which has always been a project with the most research and investment from enterprises, because the premise of intelligent TV is to have a strong operating system.The operating systems used by the listed smart TV can be roughly divided into four categories: Android, Windows, iOS and Linux.[1]
4 Software and Application
Due to the large screen characteristics of smart TV and the difference between smart TV and mobile phone input mode, if you want to develop a product, you must focus on its input characteristics, operation mode and viewing mode.The development of smart TV applications has just started, and the industrial ecology has not yet been established. The application development of domestic manufacturers mainly focuses on the transplantation and adaptation of smart phone applications, which requires the adaptation of display technology, control technology, multimedia framework, etc.Applications specific to TV business are mainly focused on video.Therefore, smart TV applications have the problem of "fragmentation", and the industry needs a unified application technology standard.The standards of smart TV development are different, and the same application has compatibility problems on different brand terminals.[1]
technical standard
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Smart TV
China Intelligent Multimedia Terminal Technology Alliance(hereinafter referred to as "CIIC Alliance") was established in Shenzhen on May 6, 2011Intelligent terminalThe technology community initiated and organized by leading enterprises in accordance with the principle of "voluntariness, equality and cooperation" is an industrial and non-profit enterprise alliance that carries out joint research and development, promotion and application, industrial standardization, industrial chain construction and other work around intelligent terminal industry chain related technologies and services.
The main purpose of the alliance is to hope that Chinese enterprises can establish their own technical standards from the perspective of industry, and bring brand and technology guarantees to consumers and developers.The alliance will mainly carry out several aspects of work:
1. Technical standards for smart TV application store;
2. Application specifications and standards for smart TV interconnection;
3. Technical specifications and standards of intelligent TV operating system.In the future, various technical standards for smart multimedia terminals such as smart phones and smart tablets will be gradually formulated.
CVIA ZNDS01-2014 General Specification for Smart TV
CVIA ZNDS02-2014 Technical Specification for Intelligent TV Operating System
CVIA ZNDS03-2014 Technical Specification for Platform and Third Party Application Interface
CVIA ZNDS04-2014 Technical Specification for Human Computer Interaction
CVIA ZNDS05-2014 Technical Specification for Smart TV App Store
CVIA ZNDS06-2014 Safety Technical Specification for Smart TV System
Action
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On December 15, 2023, the Ministry of Industry and Information Technology, the Ministry of Education, the Ministry of Commerce, the Ministry of Culture and Tourism, the State Administration of Radio and Television, the State Intellectual Property Office, the Central Radio and Television Station and other seven departments issued a notice on the issuance of the Guiding Opinions on Accelerating the High Quality Development of the Audiovisual Electronic Industry.
The Opinions made it clear to carry out the action of optimizing TV viewing experience.We will work hard to solve the problems that affect TV viewing experience, focus on the prominent problems such as difficulty and disorder of TV viewing, carry out governance in stages, and accelerate the construction of a standardized, fair and open national unified market.In view of the TV "dolls" charging, the satisfaction of TV users was improved by means of special rectification of the charging chaos, strengthening the standardized management of the integrated platform, establishing a user complaint feedback mechanism, and improving policies and regulations.In view of the complexity of TV operation, the TV viewing experience is optimized by means of direct live broadcast when the TV is turned on, simplifying and reducing the integration of remote control and TV set-top box.[8]
Prerequisites
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(1) Main chip: integrated intelligent TV main chip or split type, main frequency not less than 800M,ARM architecture, with DSP (video hard decoding).
(2) Memory: no less than 256M DDR2.
(3) Nand (internal storage): no less than 2G.
(4) Operating system: Android 2.1 or Android 2.2 A few are the future trends of Linux
(5) External interface: at least 4 USB ports, which can be connected to USB flash diskmobile hard disk drive, keyboard, mouse, wireless keyboard and mouse receiverWIFIWireless network cards, game consoles and other peripheral devices, and plug and play.
(10) Screen resolution: 1280 * 720 (the actual display area of the application is 1220 * 660)
(11) UI: Respect TV users' usage habits, and use very large buttons and up, down, left, right operation methods.
(12) Input method: screen virtual keyboard input and T9 input method of 0-9.
(13) Home page: The standard Android home page allows widgets to be loaded and common program icons to be arranged.
(14) Operation and use: It is convenient for application management, and can bring its own application software set and application store.Keep improving the preset software, and optimize the download of important and popular applications.It provides convenient functions such as payment, recharging and billing.
(15) Applications and games: meet the resolution, control, menu settings and other rules.
Key Features
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1. Have broadband Internet access capability;
2. It can receive and play back various video, music and other data streams obtained from the Internet;
3. It can download and execute various specially developed applications, including games;
4. With network communication function;
5. It has a new remote control device and can link and interact with various mobile terminals.
Industry market
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Smart TV
Early March 2014.There are more than 20 brands and more than 500 or 800 models of smart TV in the market.The installed system is Android;Smart TV；Android 4.2++linux；LetvUI1.5 system, kernel: Android 4.0, etc.Some smart TVs have network interfaces, built-in WI-FI modules, and can also be inserted with CA cards.
The process of urbanization in China is accelerating. At this stage, China has entered the takeoff line of high-speed urbanization, and the urban population has exceeded the rural population. These objective factors provide a broad development space for the smart TV market.It is expected that the consumption demand of the domestic smart TV market will continue to grow from 2012 to 2015,Compound growth rateIt will reach about 15%.
In 2013, the market penetration rate of smart TV was 50%. It is estimated that the total number of smart TV markets will reach 31.28 million in 2014, and the penetration rate will also increase to 69%.With the continuous improvement of smart TV,Multi screen interaction technologyWith the development of the Internet, smart TV has gradually become the new favorite of consumers, which has also led to changes in family viewing habits. Smart large screens have become the most important entertainment terminals in families. Compared with mobile phones and computers, people prefer to use large screens to enjoy high-definition movies and televisions.
By the second quarter of 2021, the overall penetration rate of domestic Internet TV has reached 53.3%.The large-scale coverage of smart TV to Chinese families means that smart TV has gradually become the mainstream media platform known to the public.At the same time, in terms of city lines, the penetration rate of smart TV is more than 50% in first tier, new first tier, second tier and third tier cities, of which the penetration rate of second tier cities is relatively high, and the future market prospect is promising.
The smart TV advertising operation market is still in the development stage of the industry, and the top four enterprises in the industry have a total market share of more than 30%, indicating a high degree of industry concentration. Among them, Huanwang platform takes the lead, gathers multiple terminal resources, and works together to promote the development of industry value.[5]
Main reasons for rise
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The Internet TV, which was popular in the home appliance market before, was just an ordinary TVSmart TVThe product of transition.In the future, TV will gradually develop into an open business carrier platform and become a user home intelligent entertainment terminal.At the same time, household appliance manufacturers are changing from the "hardware" profit model to the "hardware+content+service" profit model, changing the original one-time sales profit model. By selling TV sets and providing content and services at the same time, the market premium of TV terminals is formed, and the profitability of continuous services is generated.In the big environment of triple play, smart TV based on open software platform will become an important carrier of triple play, and play an important role in home multimedia information platform.
The reasons for the rapid rise of the smart TV market mainly include the following:
First of all, the state vigorously promotes the development of the "triple play" industry, which will changeCable digital TVThe single service mode, diversity of content formats, diversity of service types and diversity of access modes will become the new features of digital TV in the triple play environment.The digital TV SoC and open software platform will become the key support for the diversity of digital TV services. The digital TV in the triple play environment will become the smart TV based on the open software platform, rather than the feature TV customized by the manufacturer based on a private platform. The smart TV thus developed will become the core of the digital home.
Secondly, TV sets are leaping from the tablet era to the Internet era and even to the intelligent era. TV giants do not want the processes carried out by enterprises to be seen as simple processing links. They have been planning to expand to the content industry chain such as the technology platform, so as to avoid being the core of the digital homeSmart STBreplace.
Again,AndroidThe competition between the system and iOS system on smart phones has entered a white hot period. If the application platform system wants to gain a larger share, it must expand the scope of use and find a new development field, so that smart TV will become a breakthrough.
From a global perspective, both IT/Internet giants and TV giants have invested heavily in developing smart TV sets. The development of smart TV sets has become an irreversible trend.The main reason for the rapid development of smart TV in the world is that its price tends to be civilian and the content resource chain is becoming mature.Smart TV will create an open system platform for users that can load unlimited content and applications, and can be personalized installed according to their own needs, so that TV will never go out of style.
Implementation mode
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There are two main ways for users to realize TV intellectualization:
one
Direct re purchase of new smart TV. Traditional TV manufacturers, represented by Skyworth, have built Android system into traditional TV sets, opening up the smart TV market. For users, it requires a higher investment to upgrade to smart TV and buy new smart TV sets to eliminate old ones.
two
By installing an intelligent TV box equipped with Android system and connecting it to the TV, the traditional TV can be upgraded to a standard intelligent TV. With the Android system, ordinary TV can also realize the functions of Internet access, chat, video, movies and other intelligent TV.
Four systems
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One of the preconditions for the realization of TV intellectualization is to have a powerful intelligent system.The intelligent systems used by the listed intelligent 3D TV can be roughly divided into three categories: Android, Windows and enterprise self built systems.
1、 Intelligent TV with WINDOWS as the operating system.This is a very mainstream operating system, which has accumulated a large number of applications for several years. The CPU is very powerful. It is incomparable for any system to transform all PC applications into a perfect TV experience.
2、 Super intelligent TV based on ANDROID (ANDROID system is the mainstream of open platform and future).This system has a large number of developers, and has been successfully applied to smart phones, with relatively low cost and great development potential.
3、 The enterprise builds its own operation system.For example, the OMI operating system based on Linux system, combined with computer open source technology, can carry out personalized loading and run SDK software development applications;Hisense's self-developed HITV-0S operating system, supported by the background system, can realize the upload, download, billing and other functions of the App.
4、 Hongmeng system.Hongmeng system has new features such as distributed OS architecture, deterministic delay engine and high-performance IPC technology, which can enable Hongmeng OS to achieve one end development and multi end deployment.[2]The Hongmeng operating system will first be applied to smart watches, smart screens, on-board equipment, smart speakers and other smart terminals.It is reported that the Glory Smart Screen product to be released on August 10 will use Hongmeng's first generation operating system.Glory Smart Screen X1The series is equipped with Hongmeng system.[3]
5、 Magic UI
Magic UI 6.0 is an AI full scene intelligent operating system enabled by Magic Live intelligent engine.Glory Smart Screen X3 series uses Magic UI.[6-7]
Android system is the most mainstream operating system in the world due to its open source, stable and free core code, and Windows system is the most popular operating system in the world due to its huge user base and strong compatibility, and is also widely used by color TV manufacturers in new smart 3D TV products.Among the launched smart TVs, some smart TVs mainly use Android system, and some foreign brands use Windows operating system;Others use both Android+and Windows systems.
Advantages and disadvantages
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Each product has its own advantages and disadvantages, and smart TV is no exception.At the early stage of the development of smart TV, there are still some shortcomings behind many advantages:
advantage
1. Smart TV has network searchIP TV, VOD（VOD）, digital musicNetwork News, online video phone, online games and other application services;
2. As the third information access terminal after computers and mobile phones, users can access the information they need at any time;
3. TV will also become an intelligent device to realize cross platform search among TV, network and programs;
4. Smart TV will also be an "entertainment center", where users can search TV channels, record TV programs, broadcast satellite and cable TV programs, and network videos.
5. It has a new remote control device and can link and interact with various mobile terminals.
shortcoming
1. Nowadays, most smart TVs on the market use Android operating system, which is aimed atmobile terminal The introduced operating system needs to be ported if it is to be applied on the TV platform. However, due to specific problems, if the Android system needs to be perfectly supportedFlat panel TVThis product form is still difficult;
2. The interaction between users and digital home devices is realized through remote control, and many projects with complex operations are not just based on an old oneRemote controlCan be achieved;
3. The distinctive feature of smart TV is that it has an open TV application store, which provides a wealth of applications for users to freely download and create their own personalized TV. However, the selection range of smart TV application stores is relatively small, and most domestic brand application stores have no more than 10 programs, which needs to be expanded.[4]
How to choose
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demand
As a traditional household appliance, color TV sets have a long service life. When consumers choose to purchase color TV sets, they need to purchase them according to their own actual needs. If they have a large demand for Internet functions, they can choose to purchase intelligent color TV sets with the function of fast Internet browsing.If you have special requirements for entertainment functions, you can choose to buy an intelligent color TV with rich games or full multimedia functions.
Family advice
Before buying a smart TV, consumers should first understand the needs of their families. "Everyone in the family is satisfied" is very important, because TV can really promote family communication and exchange to a large extent.Before purchasing, you must purchase according to "needs", and consider how to "play" smart TV to maximize its value.
Actual distance
In addition to the above needs, we should also make reasonable purchases according to our viewing distance and the number of family residents.For example, if the viewing distance is between 2.5 meters and 3.5 meters, it is appropriate to buy 42 inch and 46 inch color TV sets;The viewing distance is between 4 meters and 6 meters, which is suitable for buying 55 inch and 60 inch color TV sets, so as to achieve better visual effects.
Whether to upgrade
In addition, the strength of the brand, the ability to update firmware, and whether the operation is humanized are also factors that cannot be ignored in the purchase of smart TV.
operating system
For smart TVs, the operating system is very important. Many smart TVs are based on Android or Linux systems, on which their own user interfaces are added.For domestic brands, most manufacturers like Android.For Korean manufacturers, most of them use independent systems.Guanyun 8800 and other series of TVs have adopted the webOS system, and the user's praise is good.Many smart TVs do not use this new system, but with the continuous recognition of new systems by users.Therefore, it is not surprising to decide to comprehensively promote the webOS system from 2015. I believe this can enhance the core competitiveness in the field of smart TV.
Judgment criteria
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Since 2011, Chinese color TV enterprises have continuously improved and improved the technology and performance of smart TV products, reaching a new height.At this stage, China Intelligent Multimedia Terminal Technology AllianceChina Electronics Chamber of CommerceThe Consumer Electronics Research Office jointly investigated the smart TV products in the Chinese market, and combined the industry experts' grasp of the latest smart TV technology trend, proposed five core "new smart TV standards".
1、 Powerful Chinese voice control system
When the color TV is turned on at any state, it can realize various operations such as program search, network browsing, audio and video playback, text input and human-computer dialogue by sending specific voice commands.
2、 Open multi operating system
The color TV has a built-in open operating system, which can install/uninstall programs at will and is compatible with mainstream programs in the market.
3、 It can realize multi screen interaction between terminals of different operating system platforms
No matter the mobile phone loaded with Android system or the iPad loaded with Apple IOS system, it can interact with color TV on multiple screens.
4、 Higher hardware configuration than mainstream computers
Dual core CPU, large memory, running speed not lower than mainstream computers.
5、 The interaction sensitivity of gesture, movement and somatosensory recognition has been comprehensively improved
It can control and operate the TV with gestures and actions. Later upgrades can also change channels with gestures, adjust the volume, and play full HD somatosensory games.The distinguishing feature of smart TV is that it has an open TV application store, provides rich application software, and allows users to freely download and create their own personalized TV.
Development trend
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High penetration: comprehensive advancement to mainstream media platform
The 2021Q2 Internet TV Media Analysis Report issued by CTR shows that by the second quarter of 2021, the overall penetration rate of domestic Internet TV has reached 53.3%.The large-scale coverage of smart TV to Chinese families means that smart TV has gradually become the mainstream media platform known to the public.At the same time, in terms of city lines, the penetration rate of smart TV is more than 50% in first tier, new first tier, second tier and third tier cities, of which the penetration rate of second tier cities is relatively high, and the future market prospect is promising.
Among young people, smart screens are gaining popularity again.Gong Yu, CEO of iQIYI, once revealed that the total length of time users use iQIYI on TV has exceeded that of mobile phones.According to statistics, among domestic OTT large screen users, the proportion of 26-35 year olds has reached nearly 35%.
From the perspective of user income distribution, 69% of OTT large screen users have a monthly income of more than 6000 yuan.The large scale of high-income people among OTT users means that they have stronger willingness to pay and consumption capacity.
Among young people, smart screens are gaining popularity again.Gong Yu, CEO of iQIYI, once revealed that the total length of time users use iQIYI on TV has exceeded that of mobile phones.According to statistics, among domestic OTT large screen users, the proportion of 26-35 year olds has reached nearly 35%.
From the perspective of user income distribution, 69% of OTT large screen users have a monthly income of more than 6000 yuan.The large scale of high-income people among OTT users means that they have stronger willingness to pay and consumption capacity.
High concentration: highly concentrated advertising operation market
The recovery of user scale and the appearance of audience value also mean that the OTT large screen industry has entered a new stage of development - in-depth mining of the commercial value of smart large screens.More importantly, users' acceptance of TV advertising is also improving.CTR's 2021Q2 Internet TV Media Analysis Report shows that in 2019, 57.7% of users will continue to watch TV advertisements. By the second quarter of 2021, this number has risen to 65.2%, and the average "survival" time of smart TV users' advertisements has also increased by 10.6 seconds compared with 2019.
Users' attention, impression and recognition of advertising information on the large TV screen are gradually increasing, which also makes the commercial value of the OTT large screen significantly increased.The 2022 China Digital Marketing Trend Report shows that in 2021, the proportion of advertisers placing advertisements on OTT screens will increase from 14% to 19%.It is estimated that in 2021, the total revenue of domestic OTT advertising operation will reach 20 billion yuan, and the overall commercial operation revenue of OTT will reach 31.4 billion yuan.
CTR's 2021Q2 Internet TV Media Analysis Report shows that the smart TV advertising operation market is still in the development stage of the industry, with the top four enterprises in the industry accounting for more than 30% of the market share, indicating a high degree of industry concentration. Among them, Huanwang platform takes the lead, gathers multiple terminal resources, and works together to promote the development of industry value.
High intelligence: boost ecological diversity and strengthen marketing value
Compared with traditional equipment, the advantage of intelligent large screen is mainly reflected in "intelligence". The advanced technical ability makes the use of large screen in home no longer limited to "watching" TV.In recent years, OTT service providers have actively developed large screen cooperation business in fitness, games and other fields, improved the capacity of the terminal market, adapted to the needs of more users, and sought incremental development space.
Taking games as an example, the large TV screen has always been the home of host games, and the arrival of the cloud game era can fully unleash the game potential of the large TV screen.In 2020, the domestic cloud game market will reach 1 billion yuan, and it is expected that by 2022, the market will expand to 4 billion yuan.With the gradual development of 5G technology, the OTT large screen is expected to become the first landing scene of cloud games.
This shows that the use scenario of OTT large screen will expand from a single TV program to multiple fields such as video, games, music and even e-commerce, and its function will also change from a simple entertainment terminal to a comprehensive service tool.Therefore, in the future OTT large screen market competition, the strength of software, hardware, content, services and other aspects will become indispensable.
On the other hand, the smart large screen will actually apply "intelligence" to the advertising business. Taking the common startup ads on the large screen as an example, ordinary advertising is difficult to catch users' eyes in the era of information fragmentation. The highly creative naked eye 3D advertising can not only help brands better show their own value and personality, but also make users feel bright and improve the reach efficiency of advertising.
At the data level, the smart big screen is also working continuously.Taking Huanwang Technology as an example, Huanwang has jointly set up a multi screen big data laboratory with China Telecom's Haobai Information, and has also jointly created a smart big screen star list with Aiman Data.Through the integration and analysis of data, we can quickly gain insight into the market demand and formulate a reasonable launch strategy to improve the marketing effect.[5]
