2014 White Paper on Set-Top Boxes: General Situation of Set-Top Box Market
1. About 60% of China's digitalization in 2014
China's radio and television and audio-visual entertainment industries are in a period of diversification and rapid development. Competition among cable, terrestrial, satellite, IPTV, and Internet is more intense, and users have more choices. Gran research data shows that as of September 2014, there are nearly 280 million digital set-top box users in China, the penetration rate of universal digital set-top boxes is nearly 70%, and the degree of digitalization of the entire population is nearly 60%. China's overall digitalization has achieved results. Gran Research analysis believes that China's overall digitalization is getting higher and higher, the development and application industry environment based on TV screens is more mature, and more people-friendly applications will be developed to meet the diverse needs of users to improve users' TV screens. Of stickiness.
Chinese digital set-top box users still mainly watch programs through cable set-top boxes. With the overall transformation of cable digitalization in full swing in the country, Gran Research data shows that as of September 2014, cable digital users accounted for nearly 70%, and other users mainly watch programs through live satellite set-top boxes, IPTV, OTTTV, and through the ground The number of users watching digital set-top boxes is relatively small. The impact of IPTV and OTTTV set-top boxes on cable set-top boxes is gradually increasing, and the satellite "black pot" is also impacting the cable set-top box rural market; the cable set-top box market is in crisis, prompting cable operators to launch more coping strategies, such as "cable + wireless integration" "Development", "Accelerate the promotion of smart set-top boxes", etc., to input new blood into the cable set-top box market and increase the future market vitality; otherwise, the cable set-top box market will gradually be eroded.
2. The number of STBs in China exceeded 320 million. The average number of STBs per 100 households increased by 10
Gran research data shows that as of the end of September 2014, the Chinese set-top box market exceeded 320 million units, compared with the end of 2013, an increase of more than 44 million households, the growth rate reached 15.7%; Gran research analysis believes that China's set-top box market It is still in a prosperous cycle and maintains a high growth rate; the cable and satellite set-top box market continues to grow steadily; the Internet set-top box market has entered a wait-and-see period and adjustment period in the second half of 2014 due to the macro policy of the State Administration of Radio, Film and Television. However, its shipments are only lower than cable, and the market activity is still high.
With the development of terminal Internet, the type of set-top boxes presents a diversified development trend. With a base of 430 million households in China, Gran Research data shows that the number of set-top boxes in every 100 users in China reaches 75, compared with 2013 (65 Taiwan), the number of set-top boxes is increasing, and the set-top box ownership rate continues to increase; and as the set-top box support functions become more diverse, users can choose a larger range, and the proportion of set-top boxes per 100 households will continue to increase, such as education and games The box that is the highlight of sales is more attractive to some user groups because of its professionalism and exclusivity. Set-top boxes in users' homes are no longer just for watching programs, but are given more roles.
3. The new OTT TV set-top box market share is second only to cable
The market position of OTTTV set-top boxes has improved, second only to cable set-top boxes. Gran research data show that from January to September 2014, the OTTTV set-top box market accounted for 30% of the new set-top box market. Compared with 2013 (18.4%), the market share increased by 11 percentage points, and the market position was significantly improved. As a result, IPTV and satellite set-top boxes have declined significantly in the new market, while cable set-top boxes have not decreased significantly in the new market, and still occupy the dominant position in the new market. Although the Internet set-top box market entered a wait-and-see period and adjustment period in the second half of 2014 due to the macro policy of the State Administration of Radio, Film and Television, the market has shrunk, but the growth of OTTTV set-top box shipments is second only to cable set-top boxes, becoming one of the main components of the set-top box market .
Gran Research analysis believes that under the inevitable trend of industrial integration, the competition faced by radio and television is also increasing. The Internet has penetrated into our lives in all aspects. Based on the Internetization of end users, many interactive and interconnected work needs to be completed by set-top boxes. Set-top box products will not be replaced, but will move toward product diversification: set-top box products serving the operator market must be upgraded, and the product form will develop to mid-to-high-end; traditional set-top box companies will have a process of subversion and rebirth in operating ideas. Competition in the market will also be more intense.
4. The cable set-top box stock market mainly restricts business development through standard definition
The market stock of cable SD set-top boxes exceeds 180 million units, and the one-way is the main one, which provides good opportunities for future product update iterations. Gran research data shows that as of the end of September 2014, the cumulative shipments of the cable set-top box market reached 22,186,000 units, of which the cable SD set-top box market stock reached more than 180 million units, accounting for about 81.6% of the line set-top box, although with the high-definition set-top box out The volume of goods has gradually increased, and the market share of cable SD set-top boxes has gradually declined, but the market stock is still very large, and it is mainly based on the standard list. For business development, these low-end standard definition set-top boxes cannot effectively support the development of new services, and are becoming a stumbling block for the development of cable network services. Due to the impact of OTTTV and IPTV, some markets have been replaced; but for the entire set-top box industry, these Low-end set-top boxes also provide market opportunities for product upgrades and replacements, and provide more business opportunities for high-definition interactive set-top boxes.
5. New shipments of cable set-top boxes are higher in HD than standard definition
Gran research data shows that in 2014, the shipment volume of cable HD set-top boxes was significantly higher than that of standard definition, and the shipment volume of HD set-top boxes accounted for 52% of the new market. Compared with 2013 (39.1%), the market share of HD set-top boxes increased. 12.9 percentage points, the market demand for cable high-definition set-top boxes is growing rapidly. In order to enhance competitiveness, cable operators directly use high-definition set-top boxes for restructuring, such as Henan and Shandong; some operators increase marketing and promotion efforts to promote the popularization of high-definition set-top boxes, such as Tianjin Free HD set-top boxes and other free pre-stored viewing fees.
Seven things you should know about boxes