"2017 Mid-Year OTT Operation Big Data Blue Book" released: OTT diverts traditional TV advertising budgets and becomes an industry trend

On August 22, 2017, the "2017 Mid-term OTT Operation Big Data Blue Book Release Conference" hosted by AVC was successfully held at the Beijing Regent Hotel. The theme of this conference was "Seeing and Acting to Know Everything". AVC gathered all the heavyweights in the OTT industry and launched the "2017 Mid-term OTT Operation Big Data Blue Book".

It is worth noting that this blue book deeply explores the latest dynamics of the OTT market and predicts the trends in the second half of the year. Based on the massive operational monitoring data owned by AVIC Cloud Network, it takes stock of the latest development trends of China's OTT industry in the first half of 2017 and makes predictions for the future.

The value of OTT is underestimated and it is inevitable that it will divert traditional TV advertising budgets in the future

The "2017 Mid-Year OTT Operation Big Data Blue Book" is a publication by Aowei Cloud Network and other heavyweight companies in the OTT industry. It provides a more comprehensive and macroscopic insight and voice on the OTT industry. The Blue Book brings together one year of OTT data monitoring, interviews with important companies in the entire OTT industry chain, and OTT user survey data, providing a panoramic perspective on the OTT industry.

Li Ye, assistant president of AVIC Cloud Network and general manager of the Home Internet Big Data Division, conducted an in-depth analysis of the contents of the Blue Book. Li Ye pointed out that in the first half of 2017, China's color TV sales declined, with sales of 21.81 million units, a year-on-year decrease of 7.3%, while OTT users remained highly active, with monthly active terminals reaching 81.12 million, a year-on-year increase of 17.9%.

Regarding the development of the OTT market in the first half of 2017, Li Ye used five hot points to interpret:

1. Scale and popularity: In the first half of 2017, the number of OTT terminals reached 240 million. In terms of scale, OTT has achieved a breakthrough from quantitative change to qualitative change, and is now on par with traditional TV (250 million households).

2. Investment enthusiasm: BAT is optimistic about the OTT dividend, continues to exert its strength in terminal layout, and has successively invested billions of dollars in smart TV manufacturers.

3. User popularity: Massive user scale + high stickiness. By the first half of 2017, the number of OTT users had reached 390 million, with 47.39 million terminals turned on daily, and 58% of users turned on for more than 20 days per month.

4. Content popularity: In the first half of 2017, the total amount of OTT content resources reached more than 58,000, which is 27 times that of traditional TV, covering 75% of the content resources of the entire network and 87% of the high-quality resources in the first half of 2017.

5. Advertiser enthusiasm: In the first half of 2017, OTT advertising experienced a small explosion, with advertising revenue of 1 billion in half a year, comparable to the annual revenue of 980 million in 2016.

It cannot be ignored that the value of OTT operations has been revealed. On the smart TV platform, the strength of video media and live broadcast channels is already equal, or even slightly superior.

However, the scale of video media has grown at an astonishing rate, but the development of its media value has not kept pace. For example, the daily active users of the top three video media are equivalent to 10% of the daily active users of the top three live broadcast channels, but their advertising revenue is only 3% of that. The reason is obviously that the value of the OTT end is underestimated.

With the rapid development of OTT and the increasing market awareness of the value of OTT media, OTT will inevitably divert traditional TV advertising budgets and obtain more advertising budgets.

Deepen the layout of big data products, and the monitoring scale of OTT terminals of Aowei Cloud Network has exceeded 25 million

As a service provider focusing on big data, technology and comprehensive solutions in the smart home vertical field, AVIC Cloud Network also regards OTT as the core entrance to smart home and attaches great importance to the big data layout on the OTT side.

Wen Jianping, chairman of AVIC Cloud Network, pointed out in his speech that AVIC Cloud Network has been deeply promoting the layout of big data products on the OTT side, and has achieved certain productized data results.

From the perspective of data source layout, AVIC Cloud Network has established strategic partnerships with all mainstream TV and box manufacturers in China, and has recently reached a new level in the scale of OTT terminal monitoring, exceeding 25 million. In the next step, it will increase its layout in areas such as IPTV and radio and television boxes.

At present, Aowei Cloud Network has launched a multi-dimensional OTT big data system platform TV-Video-Compass to the market, and has received a good response. This is just one part of Aowei OTT big data product system. In the future, it will not only continue to rapidly iterate and upgrade existing data products, but also release user portrait products in the near future.

At the same time, AVIC Cloud Network aims to help users build reasonable usage scenarios, establish an OTT data DMP platform, and realize cross-screen integration of user big data, providing effective support for customers in actual advertising placement, budget allocation, program production, user precision operations and other scenarios.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.