Changes in the “Living Room Strategy” of Video Sites

In the once bustling box market, all video websites chose to collectively "lose their voice" this time.

In recent days, the TV versions of video websites such as Tencent , PPTV, and LeTV have been removed from major app stores.

In addition, the official websites of video websites such as PPTV, Tencent Video, Tudou, and Youku no longer have TV client downloads, only APP download versions for mobile phones and computers. Xiaomi Box and Tmall Magic Box have all been upgraded, and the original brand areas of the video websites have disappeared, and there are no video APPs in the app stores.

Behind this, "respecting the rules" has always been the red line that all boxes and related products must abide by.

Shanda, the first company in China to try out smart set-top boxes, has already experienced this. In 2005, Shanda launched its "Shanda Box" at the International Communications Exhibition held in Beijing. However, when the entire box market had not really taken off, the State Administration of Radio, Film and Television issued a document stating that the "Shanda Box" had license and copyright violations, which successfully stopped everything.

A series of strong attacks launched by the State Administration of Press, Publication, Radio, Film and Television this year have once again put the "living room strategy" that everyone has high hopes for in danger of change.

Public information shows that regarding the content management of Internet TV and various "boxes", the State Administration of Press, Publication, Radio, Film and Television has successively required the removal of illegal apps in the "boxes" since June, and has repeatedly reiterated its attitude of strict management.

However, the response of various video websites at the time was not fast enough. In response, the State Administration of Press, Publication, Radio, Film and Television issued another document in August, stating that "any organization that does not hold an Internet TV integrated service license and an Internet TV content service license shall not launch or provide client software for installation in Internet TV terminal products."

The reason behind this is that since the State Administration of Press, Publication, Radio, Film and Television tightened its set-top box policy, the sales volume of the boxes has begun to decline sharply, and has recently hit a low point. The most direct reason is that since the manufacturers and agents were required by the State Administration of Press, Publication, Radio, Film and Television to shut down and delete all TV live broadcasts and third-party video software on the boxes, the boxes can only focus on the on-demand function, which greatly reduces their appeal to consumers.

In this regard, there are optimistic views in the industry that various aggregation and pirated broadcasting software have emerged in an endless stream, causing users to be accustomed to free content, which makes it impossible for content providers and platform providers in the industry chain to achieve a long-term profitable commercial model. However, after this rectification, the entire platform will be re-standardized, and consumers will gradually develop the habit of paying for content. Both licensees and content providers will be able to seek a good profit status.

Behind this, after the download and live broadcast functions of the TV version were cut, the content source of the box was blocked. Apart from cooperating with the license holder, major video websites seem to have no other way out. This means that the license holder will have more say in the content, while the role of video websites will be weakened, and the previous profit model through advertising will no longer be sustainable.

This is not good news for video websites that place their core values ​​on popular TV series. From spending money to buy TV series, to producing their own TV series, to the box wars, video websites have to rush to launch innovative businesses in a comprehensive manner to better support the development of their video content business.

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.