Ove Cloud Network data shows that as the core of home Internet devices, the number of OTT terminals (including smart TVs and smart boxes) reached 165 million units in 2015. It is estimated that by 2020, the number of OTT terminals will exceed 400 million units, and the OTT market size will reach 630 billion yuan. It can be expected that the trillion market cake is not far away. The home Internet will be another new area that has exploded after the PC Internet and mobile Internet.
The average price of OTT boxes decreased during the 11th period
According to data from Ove Cloud Network, in 2016, the retail volume of OTT Box 11 sales window was 378,000 units, down 13.1% year-on-year. According to the year-on-year comparison of the retail sales volume in each week, the 38-week decline was the largest, down 24.6% year-on-year. The average price of the OTT Box 11 promotion window is 206 yuan/set, down 44 yuan from the same period last year.
Looking at the structure of the price segment, the price range of 100-199 yuan rose the most, up 25.5% year-on-year; the price segment of 200-299 yuan fell the most, down 15.5% year-on-year.
OTT Box 11 promotion window period TOP4 brand share is 73.5%. Tmall's retail sales accounted for 36%, up 19.4 percentage points year-on-year; Infik retail sales accounted for 17%, up 11.1 percentage points over the same period of last year; Xiaomi retail sales accounted for 13.7%, down 9% year-on-year; The proportion of special retail sales was 6.8%, an increase of 0.8 percentage points year-on-year.
Looking at the TOP10 brand changes, Tammin and Kaibor dropped out of the top 10 in the 11th promotion window this year, while the Kaspersky and Jeremiah reached the top ten.
The share of Alibaba Cloud OS during the OTT Box 11 promotion window period was 61.5%, which was a year-on-year increase of 21.6%; Android's system share was 38%, a year-on-year decrease of 20.8%. In terms of operating system changes from week to week, although the Android system accounted for a relatively high percentage in 2015, the weekly retail share fluctuates greatly and the competition is fierce. In 2016, Alibaba Cloud’s OS defeated the victory. Although the weekly retail share still fluctuates, it has become more In peace.
The content of performance gradually improves in the cold current and strives for the upper reaches
According to Ove Cloud Network's introduction, the OTT box performance is gradually improving, mainly reflected in the following four points: CPU core number, the current market is mainly the four-core box and the concern of the eight-core box, while the share of the dual-core box is declining; CPU In terms of architecture, the A53 architecture share is 31.6%, up 30.5 percentage points year-on-year, the largest increase; RAM size, 1GB memory share is 57%, 2GB memory share is 20.3%; resolution, UHD resolution share is 54.7%, With a year-on-year increase of 25.7 percentage points, both FHD and HD's share are declining.
OTT Box 11 promotion window period in the sale of 350 models, 120 less than last year; listed new models is 6 models, compared with last year, reduced by 9 models; inventory models have 350 models, compared with last year to reduce 111 models.
OTT Box 11 promotion window period listed new products Tian cat M16S accounted for the largest proportion of sales, retail volume share is 96%; by price, Infiniti I7 quad-core (16G) and Di graceful special Q1 (16G) lowest prices The average price is 169 yuan/set.
In November last year, the State Administration of Radio, Film and Television released the 229th document and issued a ban on the OTT box that was in full swing at that time. The first batch of 81 illegal applications were screened. The launch of the document caused more than two-thirds of the OTT boxes to suffer serious damage. The biggest blow ever made, resulting in a serious decline in the market size of the OTT box, so far the cloud has not dissipated.
Although the OTT industry could not escape the "cold" attack imposed by the national policy, the manufacturers still did not give up on the development of the OTT box. Instead, they continued to seek breakthroughs in functions and hardware. Their functions were weaker than the traditional digital set-top boxes in terms of live broadcasting. At the same time, in the video, games, shopping, social and other aspects of seeking value-added box.
Manufacturers are struggling with OTT box products. Among the recently released products, hardware and software have improved greatly compared to previous products, especially performance and intelligence, memory, and network connectivity. Video has also improved, providing consumers with better quality products and smarter lives.
From the perspective of the OTT market as a whole, the OTT end already has a huge amount of resources, and the number of movies and sports has exceeded 10,000. The resources for TV dramas, variety shows, and animations are also close to 10,000. Compared with traditional TV, OTT is not only rich in content, but also more unique. In the first half of 2016, more than 1,000 movie titles were added. In addition, the OTT end carries more than 300 home-made content on the network, more than 1,500 children/anime films, and not less than 30,000 popular sports events.
These resources are not available on traditional TV and become a magic weapon for attracting young Internet users to return to the living room. In the first half of 2016, TOP30 high-quality resources have reached 87% of OTT coverage. In terms of detailed categories, the TOP30 high-quality TV series and high-quality variety OTT end coverage in the first half of the year were even 100% full coverage, which was comparable to that of mobile terminals and PCs.
Cakes can still be big parties for businesses entering OTT
The rapid rise of the living room scene economy has long caused all parties to pay close attention to this large-screen market. Enterprises of all parties started to lay out OTT early and tried to occupy the first-mover advantage when the OTT broke out, cutting the largest market cake.
According to the online data of Ovid Cloud Network, in the first half of 2016, the number of new models on the OTT Box Online was 98, and the number of new models on the line in the first quarter was 52, and the number of new models on the line in the second quarter was online. It is 45. In March, the number of new models listed on OTT Box Online was the largest, and the number of new models listed was 39. In February, the number of new models listed on OTT Box Online was the least, and the number of new models listed was six.
To give a few examples, at the beginning of this year, CIBN released the highly configurable smart TV box Canbox Super Cloud Box Z1, and formally entered Gome in May. This smart box is configured with Amlogic S905 4-core 2GHz ultra-efficient processor, and collocation The 3+2 nuclear Mali-450 graphics processor supports 4K playback and dual-band WIFI support 2.4/5G. At the same time, TV carousel, life applications, and trials of popular games are readily available.
On June 6th, Skyworth Digital joined forces with Tencent Penguin TV to launch Skyworth Box T2 and officially launched at Tmall Mall. Skyworth T2 was equipped with an imported 4-core processor. Performance was 50% faster than the previous version, and the boot speed was faster, with 1GB. +8GB large memory, and H2.65 efficient decoding of high-definition video, built-in strong WIFI, built-in antenna design, stronger wall penetration, and support for wired network connection, watching more smoothly. Not only that, Skyworth T2 has strong support from Tencent Video, allowing it to have a large amount of genuine video for users to watch for free, and is compatible with all old TVs.
On June 8th, Starcom launched a new UT housekeeping egg, which is a smart home entertainment combo product. It has a built-in 7.2 million high-definition camera with MIC voice function and filter noise. Semaphore problems affect the nature of sound, 118 ° wide-angle camera, wide-angle telephoto lens, shooting coverage is more extensive, not only can take care of children, to accompany the elderly, anti-theft anti-cut, free to see Galaxy love Qiyi 200,000 hours of genuine HD video, one hundred popular The games are free to play, and functions such as parent-child education and healthy health are also comprehensive.
As a large-screen entrance, the market competition of hardware terminals is the fiercest, and new players are constantly dividing the cake. More than 20 Internet companies like LeTV, Ali, Storm, Popular, PPTV, and Lenovo have introduced their own smart TV products and brands.
Traditional TV manufacturers are facing internal and external pressures, and they have been transformed. Most of them chose to spin off their smart TV operations and set up new companies. For example, Skyworth's Cool Open, Hisense's Haishi Cloud, Konka's Easy Square and so on. Despite the ever-increasing competition in TV terminals, traditional TV manufacturers still performed well on TVs, and Skyworth and Hisense activated more than 15 million terminals. The fierce competition on the box side is not too much.
Although the sales of OTT boxes this year do not look very optimistic, but the latest OTT box upgrades both the content and the hardware. With the development of the big-screen market, the living room economy is gestating with huge business opportunities. TV companies, BAT giants And video sites have begun to enter the OTT box industry, trying to get a piece of cake, OTT box cake can also be bigger.
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