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市場調查報告書

中國的網際網路TV&OTT市場發展

China Internet TV and OTT market developments

出版商 Digitimes Inc. 商品編碼 344805
出版日期 內容資訊 英文 40 pages
商品交期: 最快1-2個工作天內
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中國的網際網路TV&OTT市場發展 China Internet TV and OTT market developments
出版日期: 2015年10月21日 內容資訊: 英文 40 pages
簡介

中國的「三網融合」政策緩和了廣播及通訊產業上的規定,使互相服務提供成為可能。可是這個件事,帶給地區的影像、影片市場,尤其是網際網路影片/TV市場新的競爭上的課題。

本報告提供中國的影像、影片產業現狀和OTT的市場機會的相關調查、中國的TV視聽的各種手段、中國的影像、影片市場規模、中國獨有的網際網路影片產業概要、SARFT (國家廣播電影電視總局) 的相關政策、「三網融合」政策的影響、電視台、BAT、影像與影片網站的各種OTT策略、TV製造商網際網路TV發展策略等相關彙整。

中國的影像、影片市場與OTT的市場機會

  • 中國的影像、影片產業
  • 中國獨自的網際網路影片產業
  • 網際網路TV銷售台數

關於OTT TV服務的SARFT (國家廣播電影電視總局) 的政策

  • 「三網融合」和SARFT
    • 「三網融合」和媒體服務的關係
    • SARFT的網際網路TV政策
  • 電視台的OTT的發展
    • MSO的DVB+OTT服務的提供
    • 媒體企業的網際網路TV市場擴張
    • 被授權人對OTT的輕視
    • SARFT、民間經營者的貓捉老鼠遊戲
    • 被授權人行使對網際網路TV發展的影響力
    • Hunan TV & Broadcast:專用內容的提供強化談判力
    • Oriental Pearls:以網際網路TV B2B市場為焦點
    • Wasu Media:活用了Alibaba Cloud的OTT 機上盒的聯盟擴大
    • ICNTV、Guangdong Radio & Television Station、China Radio International、China National Radio

BAT及影像、影片網站的OTT策略

  • BAT:對OTT over TV的積極目標化
    • Baidu
    • Alibaba
    • Tencent
  • 影像、影片網站的OTT策略
    • 關於影像、影片網站的OTT發展
    • 影像、影片網站的OTT資源分析
    • 影像、影片網站的OTT產業:近幾年的發展
    • 影像、影片網站的垂直&水平合作
    • 加值內容的提供
    • 多螢幕互動
    • 擴張、集中化

TV製造商網際網路TV發展策略

  • 智慧型電視的新品牌的進入
    • 受到關注的智慧型電視品牌
  • LeTV、小米的網際網路TV策略
  • 新的網際網路TV的功能
    • 來自平台的收益
    • 線上銷售
    • 高階零組件
    • 台灣系OEM
    • 單純化的產品線
    • 預購&限時銷售
    • UI的最佳化
  • 傳統TV供應商的對策
    • Skyworth
    • Hisense
    • TCL
    • Konka
    • Changhong
    • Haier
  • 阻礙許可證管理的國際名牌
    • Samsung
    • LG
    • SONY
目錄

China's Tri-network Integration Policy has eased restrictions on the broadcasting and telecom industries in China and allowed them to offer each other's services. This has brought new competitive challenges to the local video market, especially its Internet video/TV market, which has expanded at a scale and speed surpassing that of other regions in the world. This Digitimes Research Special Report provides insights and analysis into the regulations, and content and service providers in the complicated and explosive China Internet TV market.

Table of Contents

China video market and OTT opportunity

China video industry

  • Chart 1: Major forms of TV content delivery in China (m units)
  • Chart 2: China video market, 2011-2014 (CNYb)
  • Chart 3: China Internet video viewer and device breakdown, 2011-2015 (m units)

The unique China Internet video industry

Internet TVs topped 100 million units in 2015

  • Chart 4: Internet TV sales in China, 2010-2015 (m units)

SARFT policies for OTT TV services

Chart 5: Influence of Tri-network Integration on TV services

Tri-network integration and SARFT

  • Relationship between tri-network integration and media services
  • Chart 6: Tri-network integration policy
  • Chart 7: Major Internet TV service competitors and their advantages
  • SARFT policy on Internet TV
  • Chart 8: SARFT's 181 Code regulations

Broadcasters' OTT development

  • Chart 9: Business divisions among broadcasters
  • MSOs provide DVB+OTT services
  • Chart 10: Evolution of Cable TV DVB+OTT
  • Media companies expand into Internet TV market
  • Licensees took OTT lightly
  • SARFT and private companies in a cat and mouse game
  • Table 1: SARFT additional regulations on Internet TV after 181 Code
  • Licensees exert influence on Internet TV development
  • Chart 11: Broadcasters' Internet TV strategies
  • Hunan TV & Broadcast raises bargaining power with exclusive content offering
  • Oriental Pearls focuses on Internet TV B2B market
  • Wasu Media expands OTT box partnerships by leveraging Alibaba Cloud
  • Table 2: Major OTT box partners with Internet TV licensees in 2015
  • ICNTV, Guangdong Radio & Television Station, China Radio International, and China National Radio

OTT strategies of BAT and video websites

BAT aggressively targets OTT over TV

  • Table 3: BAT Internet TV expansion milestones (1)
  • Table 4: BAT Internet TV expansion milestones (2)
  • Baidu
  • Alibaba
  • Tencent
  • Chart 12: BAT focus on TV market expansion
  • Baidu - Hardware (YingBang)+content (iQIYI)+channel (Baidu Video Game Hall)
  • Alibaba - Platform (Alibaba TV system)+content (Wasu)+hardware (Tmall box)
  • Tencent - Content (Tencent Video)+social application (QQ/WeChat on TV)
  • Chart 13: Major China video websites penetrating into living room entertainment market

OTT strategies of video websites

  • Introduction on video websites' OTT development
  • Table 5: OTT resources owned by video websites in China
  • Analysis of OTT resources owned by video websites
  • Chart 13: Major video websites' OTT development trend
  • Video websites' recent development on OTT business
  • Table 6: OTT resources owned by video websites in China
  • Vertical and horizontal collaboration among video websites
  • Premium content offering
  • Multi-screen interaction
  • Expansion and centralization

TV Makers' Internet TV development strategies

New brands join Smart TV competition in 2015

  • Chart 14: Expanding into OTT boxes from different directions
  • Smart TV brands catching market attention in 2015
  • Chart 15: New Smart TV brands in China in 2015

LeTV and Xiaomi Internet TV strategies

  • Chart 16: Features of new Internet TV operations

Features of new Internet TV operations

  • Chart 17: Video fees compensate for hardware revenues - CAN TV
  • Revenues can be generated from the platform
  • Online sales
  • High-end components
  • Taiwan-based OEM
  • Simplified product lines
  • Pre-order and limited time sale
  • Optimized UI
  • Chart 18: Traditional TV vendors' new Internet TV brands

Counterattack from traditional TV vendors

  • Skyworth
  • Chart 19: Strategies for traditional TV brands and sub-brands
  • Chart 20: LeTV featuring platform+content+device+application
  • Hisense
  • TCL
  • Konka
  • Changhong
  • Haier

International brands hindered by license control

  • Chart 21: Reasons why international brands and local brands differ greatly in Internet TV content richness
  • Samsung
  • LG
  • Sony
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