Recently, we have analyzed the differences in video content, technology, and user experience through iResearch's analysis of industry-side and user-ends, comparing mainstream video channels such as IPTV, OTT Internet TV, cable TV, and online video.
The study found that IPTV, Internet video, and OTT Internet TV are comparable in content and technology, while IPTV is the most mature and policy risk is minimal.
From the perspective of user experience, iResearch contrasted and analyzed the user conditions of IPTV, cable TV, and video websites, and found that users of IPTV and video websites have high satisfaction, and users are in high-viscosity areas.
Three kinds of video platform content have their own advantages, IPTV policy continues to be good
From the point of view of transmission, IPTV uses the IP metropolitan area network and the service is stable. On the other hand, online video and OTT TV use the wide area Internet, which is technically more flexible, but it is also easy to receive interference from other Internet activities, which affects the viewing effect. ;
From the content point of view, IPTV is limited to the content of licensees, but it has a relatively exclusive resource for live broadcasts and viewing of television stations. OTT Internet TV on-demand content is relatively abundant, but it is still limited by the license and SARFT supervision; online video content The most abundant but the main advantage is focused on on-demand content.
From the screen point of view, IPTV and OTT Internet TV are mainly large-screen televisions, and network video is mainly based on computers and small mobile screens.
At the policy level, after the OTT Internet TV was restricted by the license, several participating companies were ordered to rectify or even suspend operations, which had a major impact on the launch of OTT Internet TV advertising. Unlike the OTT Internet TV's recent policy of strict control, the country's policy toward IPTV continues to be positive. As early as 2005, China Telecom and Shanghai Media Group had already cooperated in launching IPTV service in Shanghai and won the first IPTV license in mainland China. On March 1st, 2016, the Office of the State Council's Three Networks Convergence Coordinating Group issued a notice to the National Association of China on the 2016 Special Express to comprehensively promote the in-depth implementation of the triple play in the country, and comprehensively promote the development of the triple play nationwide business. Combined with the recent three major operators’ positioning on television to enhance and invite tenders, further favorable policies will provide sufficient policy support for the outbreak of IPTV. After more than 10 years of accumulation and development, the government's attitude towards IPTV has become clear and policy risks are relatively small. For advertisers, IPTV advertising is more stable, and there is almost no risk of national policies in advertising and branding plans.
The statement in the document on China Telecom, China Unicom, and China Mobile’s promotion of IPTV transmission services across the country also indicates that following the telecommunications and China Unicom, China Mobile will also obtain an IPTV transmission business license. This is the third arrow of the IPTV market in 2016. The lively pattern of hair provided imagination. Ereli's analysis believes that China Mobile's acquisition of IPTV transmission services will bring a large number of new users to IPTV, and the audience base for IPTV advertising will be further expanded.
In general, online video users are shifting from desktop to mobile and large screen. The big screen end of the TV is mainly IPTV and OTT Internet TV. The advantage of IPTV lies in the advantage of live broadcast content on TV stations. Stable advantages and supportive advantages in policy supervision; while OTT Internet TV has more advantages in on-demand content, many participants, and achieve development through competition.
IPTV users have high satisfaction, good stickiness, and obvious program advantages
From the perspective of user experience, iResearch compared and analyzed the situation of IPTV users watching IPTV, cable TV, and video websites, and found that the satisfaction of video websites and IPTV exceeded 90%, and there was a greater advantage relative to about 70% of cable TVs' satisfaction. .
Among IPTV users, IPTV has the best performance in terms of media stickiness. Not only does it have a high viewing frequency but also a long time for a single viewing. Therefore, the total time users spend on IPTV is the highest. Compared to other media, the reachability of advertisements is relatively high. The highest; the competitive video website for a single viewing time is lower than IPTV; while cable TV is in a low-viscosity area, and the times and duration of video collection are lower than IPTV.
IPTV has a big advantage in the big screen area: At the content level, IPTV has TV stations that broadcast and view resources and have on-demand content. At the user level, IPTV users not only have high stickiness, but also spend more time on IPTV than cable. TV. Ereli's analysis believes that based on its content advantages, IPTV advertising can cover the media resources of all TV stations across the country; based on user advantages, IPTV advertising can better influence users, improve advertising effectiveness, and ultimately increase the brand's influence.
It can be seen from the above research that IPTV has its own unique advantages in the competition with online video, OTT and cable TV: content advantages, high satisfaction, high-visibility user experience advantages, and policy support With the advantages of IPTV itself and its rich content library, it is believed that the development of IPTV will continue to accelerate, creating more value for users, advertisers and other industry partners.
The study found that IPTV, Internet video, and OTT Internet TV are comparable in content and technology, while IPTV is the most mature and policy risk is minimal.
From the perspective of user experience, iResearch contrasted and analyzed the user conditions of IPTV, cable TV, and video websites, and found that users of IPTV and video websites have high satisfaction, and users are in high-viscosity areas.
Three kinds of video platform content have their own advantages, IPTV policy continues to be good
From the point of view of transmission, IPTV uses the IP metropolitan area network and the service is stable. On the other hand, online video and OTT TV use the wide area Internet, which is technically more flexible, but it is also easy to receive interference from other Internet activities, which affects the viewing effect. ;
From the content point of view, IPTV is limited to the content of licensees, but it has a relatively exclusive resource for live broadcasts and viewing of television stations. OTT Internet TV on-demand content is relatively abundant, but it is still limited by the license and SARFT supervision; online video content The most abundant but the main advantage is focused on on-demand content.
From the screen point of view, IPTV and OTT Internet TV are mainly large-screen televisions, and network video is mainly based on computers and small mobile screens.
At the policy level, after the OTT Internet TV was restricted by the license, several participating companies were ordered to rectify or even suspend operations, which had a major impact on the launch of OTT Internet TV advertising. Unlike the OTT Internet TV's recent policy of strict control, the country's policy toward IPTV continues to be positive. As early as 2005, China Telecom and Shanghai Media Group had already cooperated in launching IPTV service in Shanghai and won the first IPTV license in mainland China. On March 1st, 2016, the Office of the State Council's Three Networks Convergence Coordinating Group issued a notice to the National Association of China on the 2016 Special Express to comprehensively promote the in-depth implementation of the triple play in the country, and comprehensively promote the development of the triple play nationwide business. Combined with the recent three major operators’ positioning on television to enhance and invite tenders, further favorable policies will provide sufficient policy support for the outbreak of IPTV. After more than 10 years of accumulation and development, the government's attitude towards IPTV has become clear and policy risks are relatively small. For advertisers, IPTV advertising is more stable, and there is almost no risk of national policies in advertising and branding plans.
The statement in the document on China Telecom, China Unicom, and China Mobile’s promotion of IPTV transmission services across the country also indicates that following the telecommunications and China Unicom, China Mobile will also obtain an IPTV transmission business license. This is the third arrow of the IPTV market in 2016. The lively pattern of hair provided imagination. Ereli's analysis believes that China Mobile's acquisition of IPTV transmission services will bring a large number of new users to IPTV, and the audience base for IPTV advertising will be further expanded.
In general, online video users are shifting from desktop to mobile and large screen. The big screen end of the TV is mainly IPTV and OTT Internet TV. The advantage of IPTV lies in the advantage of live broadcast content on TV stations. Stable advantages and supportive advantages in policy supervision; while OTT Internet TV has more advantages in on-demand content, many participants, and achieve development through competition.
IPTV users have high satisfaction, good stickiness, and obvious program advantages
From the perspective of user experience, iResearch compared and analyzed the situation of IPTV users watching IPTV, cable TV, and video websites, and found that the satisfaction of video websites and IPTV exceeded 90%, and there was a greater advantage relative to about 70% of cable TVs' satisfaction. .
Among IPTV users, IPTV has the best performance in terms of media stickiness. Not only does it have a high viewing frequency but also a long time for a single viewing. Therefore, the total time users spend on IPTV is the highest. Compared to other media, the reachability of advertisements is relatively high. The highest; the competitive video website for a single viewing time is lower than IPTV; while cable TV is in a low-viscosity area, and the times and duration of video collection are lower than IPTV.
IPTV has a big advantage in the big screen area: At the content level, IPTV has TV stations that broadcast and view resources and have on-demand content. At the user level, IPTV users not only have high stickiness, but also spend more time on IPTV than cable. TV. Ereli's analysis believes that based on its content advantages, IPTV advertising can cover the media resources of all TV stations across the country; based on user advantages, IPTV advertising can better influence users, improve advertising effectiveness, and ultimately increase the brand's influence.
It can be seen from the above research that IPTV has its own unique advantages in the competition with online video, OTT and cable TV: content advantages, high satisfaction, high-visibility user experience advantages, and policy support With the advantages of IPTV itself and its rich content library, it is believed that the development of IPTV will continue to accelerate, creating more value for users, advertisers and other industry partners.
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