OTT set-top box products have now become the hottest home multimedia digital products. After 618 e-commerce promotion, the OTT online market continued its high-temperature trend in July and the market scale continued to expand.
According to AVC online monitoring data, in the 3rd, 4th, and 5th months of 2015, the number of online smart box market brands grew rapidly. In March, the number of online brands sold was 112, which was in April. It increased by 9 in the previous month and increased by 12 in May from the previous month. In July, the retail volume of online set-top boxes was 516,000, an increase of 78% year-on-year, and an increase of 2.3% from the previous month. The retail sales amounted to 130 million yuan, an increase of 59% year-on-year and an increase of 7.2% from the previous quarter.
According to home appliance industry analysis, July OTT set-top box market has the following characteristics:
Platform professional e-commerce main sales, professional e-commerce share continues to rise
According to AVC's online monitoring data, during the sales of OTT set-top boxes in July, the retail share of platform e-commerce and professional e-commerce reached 99.7%, making it the main sales channel for OTT set-top boxes. Among them, the platform e-commerce sales volume was 369,000, accounting for 71.7%, a decrease of 2.9 percentage points from the previous quarter; the share of professional e-commerce increased, the sales volume was 144,000, accounting for 28.0%, up 2.9 percentage points from the previous quarter.
High brand concentration, stable TOP4 brand
Although the OTT set-top box brand has been contending, the brand has a high degree of concentration and the brand has entered a standard development stage. According to AVC online monitoring data, the number of sold brands in the OTT market was 132 in July, which was a decrease of 7 brands compared with last month. The market share of TOP4 brand was 59.5%, and the market of TOP10 brand was The share is 80%. The OTT market TOP4 brand ranking remains unchanged, with Tmall set-top box sales of 123,000, accounting for 23.9% of the total; millet set-top boxes sales of 109,000, accounting for 21.1%.
Quad-core mainstream products, UHD trend products
Among the OTT set-top box market segment products, quad-core set-top boxes have become mainstream products. According to AVC online monitoring data, the sales volume of quad-core OTT set-top boxes was 426,000 in July, accounting for 82.6% of the total, which was an increase of 1.6 from the previous quarter. Percentage points; As consumers continue to upgrade demand for high-definition video, UHD set-top box has become a trend product, according to Ovid (AVC) online monitoring data show that in July UHD OTT set-top box sales of 123,000, accounting for 23.8%, ring An increase of 1.9 percentage points.
Android, Ali dominate, system brand structure difference
The OTT set-top box market is dominated by Android and Ali. According to AVC's online monitoring data, during the sales of OTT set-top boxes in July, the sales volume of Android system was 253,000, accounting for 49% of the total; and the sales volume of Ali YunOS system was 248,000, accounting for 48%. The brand structure of the two major operating systems differed significantly. Among them, the Android camp was headed by a millet box, with a market share of 43%, followed by Skyworth Boxes and Huawei Boxes; Ali was headed by a Tmall Box, with a market share of 50%, followed by English. Fick and Dee special.
In summary, we can analyze that the OTT STB market is still heating up and the market size is expected to continue to expand. However, the issue of security and standardization of OTT set-top boxes is urgently needed. Markets are more likely to be guided by policies, and brand owners still need to be cautious.
Looking back at last year, I couldn't bear to elaborate. Since 2013, the OTT TV box concept has been gradually familiarized and accepted by users. The content industry chain around OTT is continuously improving. Internet TV, one of the carriers for OTT development, ushered in a period of rapid growth, according to Ovid Consulting. (AVC) According to the total data, Internet TV penetration rate increased from 57.6% in 2013 to 71.4% in 2014, with an increase of nearly 14%.
However, the picture is not long. With the order of SARFT in July, TV video applications have been removed from the market. OTT TV operators can only seek new business models in the increasingly strict industry supervision and change the original OTT TV. Development line. Live broadcast and review functions as well as non-compliant video apps are the two main elements of OTT TV reorganization. However, since video is the first major application of television, rigid demand is still there. Finding a “legal identity†for itself becomes the main countermeasure adopted by many video websites. It has re-entered through the use of licenses, renamed names, etc., to expand itself. Market share on the living room screen.
The compulsory intervention of policies has, to a certain extent, enabled the development of OTT industries to enter the structural adjustment period from an unregulated development period. Although after the radio and television rectification order, the box lost the audience's favorite live broadcast, as well as some American dramas, Korean dramas, etc., and even some websites can not browse freely, but the audience did not give up the box because the box still can provide a lot of non-statistical Sex video content, in the long run, OTT market still has users, markets, and positioning.
As OTT companies actively seek new development points, vigorously expand their content, and innovate in the construction of the ecosystem, the OTT industry still has long-term prospects. By now, the TV box industry has finally survived the winter and ushered in growth.
Looking to the future
Review the past and look forward to the future. Analysts in the industry believe that the current smart box market is undergoing a period of transition from rapid growth to maturity, in which the growth of sales volume has slowed down, the market share of brands has changed greatly, the number of competing participants has increased, and the strength of companies has varied. The continuous decline in hardware prices has driven down profits, and the long-awaited disruptive business model has also been delayed. The smart box market's patience for enterprises and investors is intensifying, and companies that rely solely on hardware to make profits are facing severe challenges; Enterprises with strong application strengths can directly drive video or application service business by selling smart boxes, occupy the entrance, and relatively calmly meet the emergence of new business models.
According to AVC online monitoring data, in the 3rd, 4th, and 5th months of 2015, the number of online smart box market brands grew rapidly. In March, the number of online brands sold was 112, which was in April. It increased by 9 in the previous month and increased by 12 in May from the previous month. In July, the retail volume of online set-top boxes was 516,000, an increase of 78% year-on-year, and an increase of 2.3% from the previous month. The retail sales amounted to 130 million yuan, an increase of 59% year-on-year and an increase of 7.2% from the previous quarter.
According to home appliance industry analysis, July OTT set-top box market has the following characteristics:
Platform professional e-commerce main sales, professional e-commerce share continues to rise
According to AVC's online monitoring data, during the sales of OTT set-top boxes in July, the retail share of platform e-commerce and professional e-commerce reached 99.7%, making it the main sales channel for OTT set-top boxes. Among them, the platform e-commerce sales volume was 369,000, accounting for 71.7%, a decrease of 2.9 percentage points from the previous quarter; the share of professional e-commerce increased, the sales volume was 144,000, accounting for 28.0%, up 2.9 percentage points from the previous quarter.
High brand concentration, stable TOP4 brand
Although the OTT set-top box brand has been contending, the brand has a high degree of concentration and the brand has entered a standard development stage. According to AVC online monitoring data, the number of sold brands in the OTT market was 132 in July, which was a decrease of 7 brands compared with last month. The market share of TOP4 brand was 59.5%, and the market of TOP10 brand was The share is 80%. The OTT market TOP4 brand ranking remains unchanged, with Tmall set-top box sales of 123,000, accounting for 23.9% of the total; millet set-top boxes sales of 109,000, accounting for 21.1%.
Quad-core mainstream products, UHD trend products
Among the OTT set-top box market segment products, quad-core set-top boxes have become mainstream products. According to AVC online monitoring data, the sales volume of quad-core OTT set-top boxes was 426,000 in July, accounting for 82.6% of the total, which was an increase of 1.6 from the previous quarter. Percentage points; As consumers continue to upgrade demand for high-definition video, UHD set-top box has become a trend product, according to Ovid (AVC) online monitoring data show that in July UHD OTT set-top box sales of 123,000, accounting for 23.8%, ring An increase of 1.9 percentage points.
The OTT set-top box market is dominated by Android and Ali. According to AVC's online monitoring data, during the sales of OTT set-top boxes in July, the sales volume of Android system was 253,000, accounting for 49% of the total; and the sales volume of Ali YunOS system was 248,000, accounting for 48%. The brand structure of the two major operating systems differed significantly. Among them, the Android camp was headed by a millet box, with a market share of 43%, followed by Skyworth Boxes and Huawei Boxes; Ali was headed by a Tmall Box, with a market share of 50%, followed by English. Fick and Dee special.
In summary, we can analyze that the OTT STB market is still heating up and the market size is expected to continue to expand. However, the issue of security and standardization of OTT set-top boxes is urgently needed. Markets are more likely to be guided by policies, and brand owners still need to be cautious.
Recalling the midsummer winter of 2014
Looking back at last year, I couldn't bear to elaborate. Since 2013, the OTT TV box concept has been gradually familiarized and accepted by users. The content industry chain around OTT is continuously improving. Internet TV, one of the carriers for OTT development, ushered in a period of rapid growth, according to Ovid Consulting. (AVC) According to the total data, Internet TV penetration rate increased from 57.6% in 2013 to 71.4% in 2014, with an increase of nearly 14%.
However, the picture is not long. With the order of SARFT in July, TV video applications have been removed from the market. OTT TV operators can only seek new business models in the increasingly strict industry supervision and change the original OTT TV. Development line. Live broadcast and review functions as well as non-compliant video apps are the two main elements of OTT TV reorganization. However, since video is the first major application of television, rigid demand is still there. Finding a “legal identity†for itself becomes the main countermeasure adopted by many video websites. It has re-entered through the use of licenses, renamed names, etc., to expand itself. Market share on the living room screen.
The compulsory intervention of policies has, to a certain extent, enabled the development of OTT industries to enter the structural adjustment period from an unregulated development period. Although after the radio and television rectification order, the box lost the audience's favorite live broadcast, as well as some American dramas, Korean dramas, etc., and even some websites can not browse freely, but the audience did not give up the box because the box still can provide a lot of non-statistical Sex video content, in the long run, OTT market still has users, markets, and positioning.
As OTT companies actively seek new development points, vigorously expand their content, and innovate in the construction of the ecosystem, the OTT industry still has long-term prospects. By now, the TV box industry has finally survived the winter and ushered in growth.
Looking to the future
Review the past and look forward to the future. Analysts in the industry believe that the current smart box market is undergoing a period of transition from rapid growth to maturity, in which the growth of sales volume has slowed down, the market share of brands has changed greatly, the number of competing participants has increased, and the strength of companies has varied. The continuous decline in hardware prices has driven down profits, and the long-awaited disruptive business model has also been delayed. The smart box market's patience for enterprises and investors is intensifying, and companies that rely solely on hardware to make profits are facing severe challenges; Enterprises with strong application strengths can directly drive video or application service business by selling smart boxes, occupy the entrance, and relatively calmly meet the emergence of new business models.