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On July 12th, Zhao Wei, general manager of Tencent's video living room products division, said at the China Smart Display and Innovation Applications Industry Conference that the living room economy built on smart TV as a fulcrum in recent years is building a brand new pattern, and Tencent has been All content and connectivity are the core of development. In the living room area, Tencent Video will follow this core idea and strive to make Tencent video a connector for the living room, connecting the entertainment needs of millions of users' living rooms, and always using openness. Mind and partners cooperate.
Zhao Hao said that more and more consumers are now choosing smart TVs. In 2012, the penetration rate of smart TVs was 26.8%. It had increased by 78% in May this year, and the sales of smart TVs have also been increasing. Not only that, the use of smart TVs is also constantly improving. As of the second quarter of this year, the activation rate of smart TVs reached 87%. Every day it can be said that about 38 million daily active users can be said who will embrace Internet TV in the future. With two-thirds of families, Internet TV is becoming an important entrance to the living room economy, and it is also spawning the entire living room economy. Not only that, the development of the entertainment industry in the living room has also brought about a strong growth in the living room economy. In 2016, the scale of the Chinese living room economy market will reach 140 billion yuan, and by 2018 it will reach 340 billion yuan. By 2020 we forecast the entire living room economy. The total scale of hope can reach 110 million yuan.
What are the characteristics of the living room economy in the new form? Zhao Hao believes that the significance of the development of the living room entertainment industry is to transform the television that has been closely connected with the Internet into a mature Internet content portal, and to cover more new scenes.
First of all, the core of living room entertainment is content, especially the market. Internet television sets new requirements for content while extending the scene. It shifts from PC and mobile to TV screen, and the scene is also shared from private to public. ,Preferences show differentiated characteristics.
Secondly, the content of the living room entertainment scene is characterized by suitable for long time large-screen viewing, including the property of sharing alone or having family communication and parenting. Due to the lack of many defects in the Internet content entrance sharing in the past, the need for customers to share content is in a depressing state. The emergence of Internet TV has just set up a scene of sharing and communication under this family line. In an earlier report on video commercialization in the fourth quarter of 2015, it was pointed out that parent-child families are the core components of Internet TV, and 87% of them are willing to accompany their children to watch animation and children's programs.
Zhao Wei said that the new features have brought us new challenges. Therefore, for the content industry of the Internet TV industry, the content system of the mobile terminal cannot be simply used or copied, regardless of the composition of the content or the experience of using it. Targeted redesign to meet the needs of users in the new living room scenario, while Tencent Video always takes the user’s demand for content as the core guideline. Since the overall layout of the Internet business last year, it has been cultivating content while at the same time striving to create In a core scenario, the current TV terminal of Tencent Video – Penguin TV activation has exceeded 65 million.
He further explained that Tencent's video TV side is fully optimized for content and experience. In terms of content, relying on Tencent's rich series of copyrighted content, Tencent Video currently has 6 million video content on the TV side, more than 8,000 films, and nearly 100,000 hours of variety reserves in the variety show. At the same time, it also introduced elaborate home-made products. The program has 100,000 episodes of animation for children.
In terms of experience, it provides powerful technical support for video playback to ensure smooth playback, while fully introducing full HD, Dolby audio, and even 4K+HDR content. In addition, it also has personalized services, multi-screen interactive services.
Zhao Hao believes that Internet TV will certainly become a leaping terminal in the foreseeable time. With the help of the Internet, there will certainly be more content and services connected to the user's living room entertainment scene. In this new scenario, Tencent Video will insist on the user's needs as the starting point, continuously upgrade the experience, and strive to become the connector of the living room. In order to promote the development of the entire living room entertainment.
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