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Market Research Report

China Internet TV and OTT market developments

Published by Digitimes Inc. Product code 344805
Published Content info 40 pages
Delivery time: 1-2 business days
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China Internet TV and OTT market developments
Published: October 21, 2015 Content info: 40 pages

China's Tri-network Integration Policy has eased restrictions on the broadcasting and telecom industries in China and allowed them to offer each other's services. This has brought new competitive challenges to the local video market, especially its Internet video/TV market, which has expanded at a scale and speed surpassing that of other regions in the world. This Digitimes Research Special Report provides insights and analysis into the regulations, and content and service providers in the complicated and explosive China Internet TV market.

Table of Contents

Table of Contents

China video market and OTT opportunity

China video industry

  • Chart 1: Major forms of TV content delivery in China (m units)
  • Chart 2: China video market, 2011-2014 (CNYb)
  • Chart 3: China Internet video viewer and device breakdown, 2011-2015 (m units)

The unique China Internet video industry

Internet TVs topped 100 million units in 2015

  • Chart 4: Internet TV sales in China, 2010-2015 (m units)

SARFT policies for OTT TV services

Chart 5: Influence of Tri-network Integration on TV services

Tri-network integration and SARFT

  • Relationship between tri-network integration and media services
  • Chart 6: Tri-network integration policy
  • Chart 7: Major Internet TV service competitors and their advantages
  • SARFT policy on Internet TV
  • Chart 8: SARFT's 181 Code regulations

Broadcasters' OTT development

  • Chart 9: Business divisions among broadcasters
  • MSOs provide DVB+OTT services
  • Chart 10: Evolution of Cable TV DVB+OTT
  • Media companies expand into Internet TV market
  • Licensees took OTT lightly
  • SARFT and private companies in a cat and mouse game
  • Table 1: SARFT additional regulations on Internet TV after 181 Code
  • Licensees exert influence on Internet TV development
  • Chart 11: Broadcasters' Internet TV strategies
  • Hunan TV & Broadcast raises bargaining power with exclusive content offering
  • Oriental Pearls focuses on Internet TV B2B market
  • Wasu Media expands OTT box partnerships by leveraging Alibaba Cloud
  • Table 2: Major OTT box partners with Internet TV licensees in 2015
  • ICNTV, Guangdong Radio & Television Station, China Radio International, and China National Radio

OTT strategies of BAT and video websites

BAT aggressively targets OTT over TV

  • Table 3: BAT Internet TV expansion milestones (1)
  • Table 4: BAT Internet TV expansion milestones (2)
  • Baidu
  • Alibaba
  • Tencent
  • Chart 12: BAT focus on TV market expansion
  • Baidu - Hardware (YingBang)+content (iQIYI)+channel (Baidu Video Game Hall)
  • Alibaba - Platform (Alibaba TV system)+content (Wasu)+hardware (Tmall box)
  • Tencent - Content (Tencent Video)+social application (QQ/WeChat on TV)
  • Chart 13: Major China video websites penetrating into living room entertainment market

OTT strategies of video websites

  • Introduction on video websites' OTT development
  • Table 5: OTT resources owned by video websites in China
  • Analysis of OTT resources owned by video websites
  • Chart 13: Major video websites' OTT development trend
  • Video websites' recent development on OTT business
  • Table 6: OTT resources owned by video websites in China
  • Vertical and horizontal collaboration among video websites
  • Premium content offering
  • Multi-screen interaction
  • Expansion and centralization

TV Makers' Internet TV development strategies

New brands join Smart TV competition in 2015

  • Chart 14: Expanding into OTT boxes from different directions
  • Smart TV brands catching market attention in 2015
  • Chart 15: New Smart TV brands in China in 2015

LeTV and Xiaomi Internet TV strategies

  • Chart 16: Features of new Internet TV operations

Features of new Internet TV operations

  • Chart 17: Video fees compensate for hardware revenues - CAN TV
  • Revenues can be generated from the platform
  • Online sales
  • High-end components
  • Taiwan-based OEM
  • Simplified product lines
  • Pre-order and limited time sale
  • Optimized UI
  • Chart 18: Traditional TV vendors' new Internet TV brands

Counterattack from traditional TV vendors

  • Skyworth
  • Chart 19: Strategies for traditional TV brands and sub-brands
  • Chart 20: LeTV featuring platform+content+device+application
  • Hisense
  • TCL
  • Konka
  • Changhong
  • Haier

International brands hindered by license control

  • Chart 21: Reasons why international brands and local brands differ greatly in Internet TV content richness
  • Samsung
  • LG
  • Sony
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