The operating rate has increased dramatically! Talking about Internet TV Subversion of User Behavior

Some mobile display products, such as mobile phones and tablets, take over our entertainment life step by step.

Now television has become a must in our living room, but when we finish our work home, will you be the first time to turn on the TV and relax yourself? Will television be the core of our living room entertainment? In the era of mobile Internet, the rapid spread of the mobile Internet has transformed people's lives. Some mobile display products, such as mobile phones and tablets, take over our entertainment life step by step.

According to the data released by the State Administration of Radio, Film and Television in the “Audio Media Development Report of China” released in 2014, in 2013, taking Beijing as an example, the television operating rate dropped to 30% of the freezing point level, and the age structure of television viewers was aging. But it was also from that year that Internet TVs represented by LeTV and Xiaomi gradually emerged and gradually began to drive the TV operating rate to pick up.

Here we may wish to discuss why the traditional television audiovisual industry has become increasingly desolate. Can the development of Internet TV really save the traditional TV industry? How will the Chinese TV market develop in the future?

What do we want to see on TV? absurd

Although there are still some people still firmly believe that television is still the protagonist of the living room, lower and lower operating rates are nonsense. I do not know who touched the nerves, but in the end there is nobody watching TV? This problem may have different views in different people's minds, but in the eyes of most people, it is indeed a relatively high probability phenomenon that TV is opened less than before.

It's hard for us to sit in front of the TV and wait for the start

According to data surveys, more than half of users stated that television is no longer the main method of entertainment in the living room. Although our demand for news, entertainment and other programs has always existed, but for the younger generation of fast-paced lifestyle habits, and more fragmented time, it is difficult for us to sit in front of the TV waiting for the beginning of the program.

On the contrary, mobile phones have become more and more powerful. In addition to the rise of video sites in the past two years, live broadcasts, news, variety shows, and television dramas/movies are even more abundant than on television. The key is that people can watch themselves more selectively and selectively. What we want, in simple terms, is that today we can watch TV on the phone.

Some people think that we can watch TV when we pick up the phone

In this age of media pluralism, what kind of TV broadcasts we see is gradually discarded by people. It is understood that from 2012 to 2017, the average daily viewing time per capita in China has decreased year by year. After 80 and 90, the time for watching TV shows a significant decline.

Without innovation will be the next "newspaper"

Some people even think that TV will gradually drift away from our living room entertainment in the future and eventually become a member of the household from household appliances. The author believes that although this is somewhat alarmist, it does not mean that the future will not become a reality. The large-scale collapse of the printing industry is a good example.

Now we can hardly see people focusing on reading newspapers

In fact, the newspaper industry is the one that has been hit hardest by the Internet age. In fact, as early as a decade or so ago, people began to discuss the gradual decline of newspapers, the printing industry, and the rise of the Internet media. Now we have a hard time on the street, food stalls. People are holding the fritters to focus on the newspaper scene. To replace them with more and more bow owners. Today, in the Internet age, digitalization separates content from the carrier. A news can be placed on multiple media carriers indefinitely. As long as there is a network, it is not limited by time and media. We do not need newspapers to view news content anytime, anywhere. .

Do not think that this phenomenon exists only in China

Some people naively believe that TV is gradually declining. This phenomenon only exists in China. The time for the mobile phone to rise is short and people's enthusiasm for it has not subsided. The developed countries have gradually faded in this enthusiasm. Simply put, that is, we have not reached the realm of foreigners.

The BBC, a traditional British television station abroad, has not had a good day

This kind of remarks by the author feels a bit yy. With regard to the BBC, the BBC, their present days are not so good. Not long ago, the BCC publicly stated that “since current users are mostly dependent on mobile devices and the Internet, the number of home users paying BBC TV subscription fees has dropped faster than expected.” According to BBC calculations, 2016 BBC received TV subscription fees fell by 150 million pounds compared to 2011.

BBC even cuts staff and saves money

Not long ago, the BBC announced that in order to save money, the BBC 3, which is aimed at younger audiences, will no longer be broadcast on television but will be broadcast on the Internet. The reason given by themselves is that young viewers now prefer to watch TV programs on the Internet.

According to a survey of foreign institutions, 62% of adults read news on social media. And the younger the age, the higher the percentage of news obtained through social media, and the proportion of social media in the 18- to 29-year-old group is 35%.

Internet + TV, subverting and saving the entire industry

Actually, who does not want to come home every day and lie down on the sofa and watch the shows he wants to watch on the big screen? Content is the era of kings, content is the foundation for attracting users, and it is also the key to retain users. Due to the restriction of policies and content copyrights, traditional television cannot satisfy the audience's need for personalized, refined and interesting content.

Traditional television is watching programs by receiving wired or wireless signals. Traditional TV is a passive program. It can only select channels and cannot play on-demand content. It can only watch in real time and in sequence, and cannot play back replays. It can only receive information and cannot interact.

Internet TV allows on-demand movies, TV shows and entertainment on demand

We are delighted to see that more and more television products are now more intelligent and have the ability to connect to the Internet. Users can put more content on the web on the big screen. In other words, you only need to connect the TV to broadband, you can achieve online on-demand movies, television shows and entertainment programs.

Internet + TV is getting bigger and bigger

With the rise of Internet TV manufacturers in the past two years, the content has gradually been taken seriously by major TV manufacturers. It not only unites many video platforms, but also builds content through various means such as copyright procurement, self-control, and solo broadcast, and has a large number of videos and other content. Into the TV, while some traditional TV manufacturers have begun to get involved in content, try to layout.

According to Ove Cloud Network data, in the first half of 2016, more than 1,000 new movie sources were added. The network has more than 300 self-produced contents, more than 1,500 children/anime films, and not less than 30,000 popular sports events. These resources are not available on traditional TV. Among the many high-quality resources, Internet TV coverage has reached 87%. In terms of fine categories, the coverage of high-quality TV series and high-quality arts coverage is almost 100% full coverage, which is comparable to mobile and PC.

Written at the end:

In the last two years, with the improvement of people’s living standards, according to Ove Cloud Network data, the total retail sales volume of China's color TVs in 2016 was 50.89 million units, a year-on-year increase of 7.8%. It can be seen that the sales volume of large-screen televisions is getting higher and higher, especially in China. In the past two years, the television exchange broke out. Therefore, people do not love the big screen, but the traditional viewing mode is too restrictive. Along with the explosion of the Internet and television structure, it is believed that not only is subverting our user behavior, but it also saves the entire television industry.