Coocaa Network's total viewing time during the Spring Festival exceeded 270 million hours, and large-screen TVs entered the marketing fast lane

The OTT industry has had an opportunity to regroup amid the pandemic, but this has not completely changed the fact that the influence of large screens in living rooms is waning. According to data from Aowei Cloud Network, in the second quarter of 2020, the power-on rate of large screens in Chinese living rooms fell below 40%, a drop of about 7% compared to the pandemic period.

The reason for this is that in addition to the relative disadvantage of the fixed position of the large screen in the living room, it is also closely related to the strong development of smartphones. The "China Mobile Internet 2020 Half-Year Report" released by QuestMobile shows that in the first half of 2020, the top three industries in China's mobile Internet were short videos, social networking, and information, and these three aspects are precisely the weak links that large-screen TVs need to strengthen.

So, facing the wave of mobile Internet that is getting higher and higher, will the large screen in the living room follow suit and decline? The answer is of course no, because during the Spring Festival of 2021, Coocaa Network provided the industry with a dream development model, which gave the OTT industry the confidence to rebuild its old mountains and rivers.

Official data shows that during the 2021 Spring Festival, Coocaa Network's Red Envelope Rain event received a total of 615 million exposures. During the event, Coocaa system users watched a total of 277 million hours, with an average daily power-on time of 7.16 hours. In comparison, QuestMobile data shows that the average daily power-on time of Chinese smartphones during the same period was only 7.2 hours.

From this perspective, Coocaa Network has the potential to compete with smartphones on its own. In the eyes of industry insiders, this has a very positive demonstrative significance for both the content development of the OTT industry and the marketing trend orientation.

Build products around user needs

With 277 million hours of playback time, Coocaa Network has successfully "broken out of the circle", but this is not accidental. When we look into the developments of Coocaa Network in the past two years, we will find that the huge growth reflects the product concept that Coocaa Network has long adhered to - "based on the understanding of the advantages of large screens, create suitable products based on consumer needs."

Compared with smart phones, large screens in the living room do not have the advantage of portability, but from another perspective, the special space where the large screen is located and the characteristics of the large screen are actually the advantages of large-screen products.

In terms of scenes, the living room is often associated with the family. In this context, the large screen in the living room can completely become a bridge connecting family emotions. In response to this, as early as 2020, Coocaa Network launched a game zone, which not only includes conventional game videos, game live broadcasts and other content, but also adds futuristic "cloud games".

Data shows that during the 2021 Spring Festival, the total game time of Coocaa Network reached 7.9 million seconds, and players invited friends to help 104,000 times. Among them, nearly 50% of the families participating in the event were three generations living together. This shows that compared with fragmented mobile terminals, Coocaa Network already has a unique advantage in terms of emotional connection.

Of course, if we only focus on the advantages of large screens, then most of the current players in the industry can do it. After all, "watching movies" is a very obvious large-screen content direction. On top of this, the more important content direction of Coocaa Network is actually to meet the needs of consumers.

Although Coocaa Network covers a wide range of content and services, including information, short videos, film and television, social networking, and e-commerce, Coocaa Network has achieved "one thousand faces for one thousand people" through cutting-edge technology. In other words, it allows different people to find different targeted content. It is reported that Coocaa System 8 supports technologies such as user engines, family-centered data systems, and large-scale refined populations. Thanks to the support of these technologies, the user content search hit rate of Coocaa System 8 has increased by 21%, and the recommendation accuracy has increased by 46%.

To give a simple example, when facing adult users at home, Coocaa Network may be more inclined to recommend movie entertainment content, while when facing children at home, it will display educational content in a targeted manner.

From the perspective of Internet thinking, Coocaa Network's direction of focusing on consumer needs to create content is actually essentially similar to short videos, which are known as "time-killing artifacts." This not only reveals the main reason why Coocaa Network's average daily power-on time exceeds seven days, but also reflects Coocaa Network's flexible product ideas for Internet content and users.

Interestingly, this flexible product approach also enhances the commercial value of Coocaa Network from another perspective.

Large-screen marketing is on the fast track

In line with the gradual weakening of the influence of large screens mentioned at the beginning, the marketing value of large screens has not been ideal. QuestMobile data shows that in the 2020 all-media budget allocation, mobile terminals accounted for nearly 90%, while OTT accounted for less than 5%.

Among them, the most prominent representative is ByteDance, whose advertising revenue was less than 6 billion yuan in 2016. But by 2020, this figure reached a staggering 240 billion yuan. The main reason is that ByteDance has been able to improve the efficiency of advertisers' delivery by relying on highly sticky businesses such as Douyin, Toutiao, and e-commerce.

Fortunately, after achieving strong attraction to users at the content level, Coocaa Network, like ByteDance, began to comprehensively boost the influence of large screens from a marketing level.

Similar to the use of AI technology to achieve "one size fits all" content, through the original DMP data management platform, Coocaa Network can push different marketing content to different families. In addition to greatly reducing user resistance, it can also improve marketing efficiency.

In this regard, Rui Min, Marketing Brand Director of Oulusa, commented: "Coocaa Network's native DMP not only has credibility and brand influence, but also can be more precise in targeting the target population. Through large-screen hardware and intelligent systems covering offline service terminals, combined with online brand home ports, a closed marketing loop is formed."

If technology is only exploring the value of OTT marketing vertically, then Coocaa Network's expansion in marketing forms can be said to have broadened the dimensions of OTT marketing in one fell swoop.

In the eyes of many people, the hottest industry in 2020 is e-commerce live streaming. Although Coocaa Network has also seen the value of e-commerce live streaming, it did not mechanically transfer the e-commerce live streaming marketing model of the mobile Internet, but creatively brought about the "New Year's Goods Big Buying Year" event.

Official data shows that in Coocaa Network's "New Year's Goods Big Buy Year" event, three-generation homes, homes for pregnant women, infants and children, and homes with parents contributed nearly 90% of sales. Coocaa Network's main products such as home entertainment equipment and fruit snacks are widely sought after by consumers.

Therefore, when we examine Coocaa Network from a macro perspective, we will come to a conclusion that, based on its focus on OTT, it has created a positive cycle in which content attracts traffic and traffic reacts on marketing by focusing on product advantages and consumer needs. Following this line of thought, we can look back at Coocaa Network's impressive data for the 2021 Spring Festival and find that although this data appeared very suddenly, there is a strong inevitability behind it, that is, focusing on user needs and giving full play to the advantages of large-screen TVs, the value of the OTT industry can be effectively and powerfully carried.

More importantly, the era of the Internet of Everything is just around the corner, and the large screen in the living room will usher in even broader application scenarios. The impressive data provided by Coocaa Network not only represents commercial success, but also, to a large extent, has explored a fast lane for development for the industry.

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.