According to the 2013 China Statistical Yearbook, 2013-2014 China Mobile Internet Survey Report and comprehensive statistics of CSMC and CNNIC, it can be seen that Chinese TV users have reached 1.287 billion; Internet video users are 428 million, and mobile video users are 247 million.
Although in absolute volume, online video is far from comparable with television media. However, on the aspects of development speed, technological innovation, and operation methods, online video is a leader and trend indicator in the video media market and an important part of this market.
According to the survey data of CNNIC, as of December 2014, the number of online video users reached 433 million, an increase of 4.78 million compared to the end of 2013, and the user usage rate was 66.7%. The utilization rate of new online users for online video in 2014 was About 50%.
From the use of network video user terminal equipment, 71.9% of the users chose to watch online video on their mobile phones. The mobile phone became the first terminal of network video, followed by the desktop/laptop computer, and the video user's usage rate was 71.2%. The utilization rate of computers and televisions is about 23%, which is a supplement to the main viewing devices on mobile and PC.
From the viewing time of different terminal devices, online video users have the longest viewing time on desktops/laptops. 32.4% of users watch online videos on their desktops/laptops every day for more than 2 hours, followed by In tablet computers, the percentage of users who watched for more than 2 hours was 20.9%. The length of time users watch videos on mobile phones is relatively short.
TV shows, movies, and other long video programs have enhanced user stickiness. More than 80% of video users use desktop computers/laptops and tablet PCs to watch video programs with an average daily duration of 30 minutes or more. On mobile phones, this proportion is 56.1%.
1. In the news content area
The news programs on the video website can be divided into TV news, UGC news, and PGC by source.
On the one hand, video websites continue to increase the use and reprocessing of news content on traditional TV media; on the other hand, they also focus on cultivating the power of UGC and PGC to win by massive amounts; in addition, they further explore through big data mining and content recommendation. Planning and other aspects to start to better attract the audience attention and stay.
2. In the drama
Different from TV media, online video TV dramas and movies go hand in hand and become the first camp for users. In terms of TV series, according to iCTR's survey data, TV dramas, US dramas, and Korean TV dramas often rank video game site users in the top three categories. Therefore, the basic strategy of major video websites is to pay heavily for the purchase of premium content. And rob it of its solo rights. At the same time, mainstream video websites are gradually making efforts in self-made dramas. According to the prediction of Yi En consultation, in 2014, the number of self-made drama productions in China reached around 1,700 episodes. In 2015, this figure is expected to reach 3,000 episodes.
3. In the movie
Because of the low cost, low threshold, and ease of placement of advertisements, microfilm has rapidly developed along with the development of new media technologies in recent years, adhering to another important development strategy of the TV website. At the same time, online movies have also been extended on the basis of the development of microfilms. As a form of programming between epilogue movies and microfilms, online big movies are similar to the prevailing TV movies in Western countries, and they are on the Internet. The development prospects will also wait and see in the industry. In terms of variety shows, video websites can be said to be an important promoter of “phenomena levelâ€.
Since its launch in 2014, major video sites have begun to emphasize the "single broadcast" of variety shows, and have invested heavily in buying exclusive broadcast rights for high-quality variety shows. At the same time, video sites are also actively trying to make their own variety shows or co-producing programs with television stations. The Chinese character heroes of Iqiyi and Henan Satellite TV have been the best examples of the cooperation between NetBank and the TV media platform in the past two years, and the Qizhe said at the end of 2014 is yet another typical example of the video website's self-made variety shows.
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