Opinion: China's television stations are being overturned much faster than the United States

According to data from foreign research institutions, the annual revenue of "new Internet TV" in the United States has reached 20 billion U.S. dollars, which is one-tenth of the 200 billion market size of traditional TV.

These new TVs mainly include Netflix, Amazon's OTT business Prime Video, Google's YouTube and Apple's iTunes video business, as well as some other smaller new TV businesses. The total number of new TV services available in the US market exceeds 200.

Traditional American television media have also been severely impacted by the new television business. On the one hand, almost every TV station and TV operator is losing users, and their revenues are stagnant or even in a state of negative growth.

On the other hand, new entrants into the new TV business, represented by FAANG (Facebook, Apple, Amazon, Netflix, and Google), have been enthusiastically sought after by capital, with valuations far higher than traditional TV media that have been operating for decades.

The United States does not have a unified television media industry regulatory department, no top-level design for media transformation, and no political task for integrated development. Marketization is the inherent driving force for the transformation of traditional television media. Without the market, there is no commercial income, no influence, no capital entry, and no market means bankruptcy and extinction.

The speed and degree of subversion of China's television media is far greater than that of the United States

The grim situation faced by Chinese and American television media is the same. If they cannot transform into new television and new media, they will have no future. Compared with the United States, the situation faced by Chinese television media is even more severe.

Traditional American TV media have accumulated strong content production capabilities, and have a historically integrated interest alliance with cable, satellite and other TV operators, and have a monopolistic market position in the user payment market and advertising market. However, domestic TV media do not have such strong content production capabilities, nor do they have a user payment market, and are in a state of separation from TV network operators.

Traditional American television media remain wary of new Internet television, and their content supply is very limited, while domestic television stations with production capabilities have almost fully embraced new Internet television and, to some extent, have become their own gravediggers.

The new Internet TV in the United States has opened up new markets and new businesses that account for one-tenth of traditional TV. There is no accurate statistics in China, but according to the estimate of 150 billion in China's TV advertising market, the advertising revenue of video websites has exceeded 60 billion. Without counting the payment of video website users, China's new Internet TV market has exceeded one-third of the traditional TV market.

With the rapid growth of paying users of video websites and the in-depth market operation of OTT, it will be almost effortless for new Internet TV to surpass traditional TV within three years.

Compared with traditional television media in the United States, Chinese television media has been disrupted by Internet new television to a much greater extent and at a much faster speed, and the pressure of transformation is even greater. However, many domestic TV stations are just coping with the task and doing a central kitchen media integration image project, and are helpless in terms of real integrated development.

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.