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At the recent launch event for Tencent Digital News' "2017 OTT Operational Big Data Blue Book," held at AVC, the report provided a comprehensive overview of the OTT industry's progress in the first half of 2017, along with predictions for its future trajectory. Based on extensive operational monitoring data from Aowei Cloud Network, the blue book delves into key trends shaping the OTT landscape.
Li Wei, the General Manager of Aowei Cloud Network and head of the Home Internet Big Data Division, presented the findings of the report. According to Li Yu, during the first half of 2017, despite a decline in color TV sales—dropping to 21.81 million units, a 7.3% decrease compared to the previous year—the OTT sector continued to demonstrate strong user engagement, with 81.12 million monthly active terminals, representing a 17.9% year-over-year increase.
Li Yu highlighted several critical factors driving OTT growth. First, OTT has undergone significant quantitative and qualitative shifts, reaching a scale comparable to traditional television, which serves approximately 250 million households. Second, major players like BAT are heavily investing in OTT, with billions being poured into smart TV manufacturing and terminal expansions. Third, user engagement remains robust, with OTT subscribers reaching 390 million by mid-2017, supported by 47.39 million sets of terminals, and 58% of users actively engaging with their devices for over 20 days. Fourth, OTT content offerings are expanding rapidly, with over 58,000 pieces of content available in 2017, 27 times the amount offered by traditional TV. This content covers 75% of all online resources and 87% of high-quality content released in the first half of 2017. Additionally, advertisers are increasingly recognizing the potential of OTT platforms, with half a year’s ad revenue reaching 1 billion yuan in 2017, nearly matching the full-year 2016 OTT advertising revenue of 980 million yuan.
On the smart TV platform, video media has matched or even surpassed the influence of live channels, with daily active users of video media rivaling the scale of the second and third tier broadcasting networks. Considering that video media has only been around for seven years, this rapid user growth is remarkable. However, while the volume of video media usage is impressive, its monetization potential remains underutilized. For instance, the top three video media platforms have a daily reach equivalent to just 10% of the top three live channels, and their advertising revenue constitutes only 3% of the latter’s total. Clearly, the true value of OTT platforms is yet to be fully realized.
Looking ahead, Li Xin noted that the hardware market structure has stabilized by mid-2017, with little likelihood of major disruptions in the near future. In terms of content, OTT media has become increasingly competitive, with BAT leveraging their strengths in premium content to attract user attention through strategic distribution models.
As OTT continues to evolve and awareness of its media value grows, it is inevitable that this medium will capture a larger share of advertising budgets traditionally allocated to traditional TV. The future of OTT looks promising, with ongoing investments and innovations set to drive further growth and unlock its full potential in the digital age.