Policy market double-layer squeeze TV box is about to become history
In 2015, smart TV sales continued to rise, while Internet set-top boxes continued to decline. According to Aowei Cloud Data, the OTT box market size was 12.13 million units, a year-on-year decrease of 6.7%.
Industry insiders expect that this trend will continue to intensify in 2016. A year or two ago, there was a view that the box would have a greater impact on smart TVs, but with the involvement of Internet companies, smart TVs have developed rapidly, and TV boxes have performed mediocre, and smart TVs have formed a comprehensive crush on the boxes.
Smart TV crazy hit new and old brands
2015 was a difficult time for the color TV industry. According to data released by relevant testing organizations, 230 million color TV sets were shipped globally in 2015, a year-on-year decrease of 2.5%. Despite the sluggish global market, the Chinese color TV industry still maintains positive growth.
In 2015, China ’s color TV market had a sales volume of 46.74 million units, a year-on-year increase of 4.8%, while smart TV penetration rate reached 73% and activation rate was 83%. As of the end of 2015, the number of TVs in China exceeded 100 million, reaching 105 million.
Last year was a year of great development for smart TVs. 79 TV brands started the turmoil caused by the quiet old industry. The price wars were coming one after another. The ecological wars had also appeared. Even LeTV was able to pry up traditional color TVs. Ecological player of the enterprise.
TV purchase standards have gradually become fully diversified. At present, the appearance of TV products has been greatly innovative, and has changed from the previous black clown to a piece of art.
Furthermore, with the emergence of split-screen TVs, the sound effects of TVs are no longer the same as before, and Internet TV brands have brought turbulent content competition, from movies and TV to sports news, even including 1080P and 4K sources, TV since The content of the band is already quite rich.
Broadcasting, TV and TV rectify TV box "existence"
In November 2015, the State Administration of Radio, Film and Television announced 81 illegal third-party applications, and applications such as Fengyun Live, Himalaya, Taijie Video, and Cocoa TV have been on the list.
After the ban was issued, app providers such as Youku Tudou and Taijie Video removed the APP. The TV box equipped with the Ali YunOS system, led by Tmall ’s Magic Box, responded as soon as possible and upgraded the system by November 15.
"As a leading enterprise in the industry, we have strictly abided by the laws and regulations of the State Administration of Radio, Film and Television and other relevant departments, and actively cooperated with the relevant leading units, including the State Administration of Radio, Film and Television, to manage the set-top box industry." The user's announcement stated that the direct result of the system upgrade was that 81 illegal applications were blocked.
Tmall Magic Box said in the announcement that the free variety show, TBO Tmall Theater, TV Taobao, games, children's education, Youku Tudou and other services that come with the upgraded Tmall Magic Box can be used normally. Since about 70% of the TV boxes on the market use Ali's YunOS system, the impact of these boxes is most obvious.
In fact, the TV box has been booming in recent years. The State Administration of Radio, Film and Television noticed the TV box as early as five years ago. In October 2011, the State Administration of Radio, Film and Television officially issued Circular No. 181, for the first time to provide regulatory opinions on the Internet TV industry, requiring "Internet TV integration business and content service platform to use license management, because the TV box is also connected to the TV, so No. 181 The text also applies to TV boxes.
Three years later, the State Administration of Radio, Film and Television proposed more specific regulatory measures. In June 2014, the State Administration of Radio, Film and Television issued a document requesting that all Internet TV boxes must stop providing time-shifting and viewing functions of TV programs. Unauthorized terminal products are not allowed to be marketed.
In July of this year, the State Administration of Radio, Film and Television clearly required the seven major licensees of Internet TV to rectify the existing violations of Internet TV in a timely manner, otherwise the Internet TV broadcast control license will be revoked.
It is understood that the 7 Internet TV licenses issued by the State Administration of Radio, Film and Television, including CNTV, Huashu Media, Shanghai Media, Southern Media, Hunan TV Station, China Radio International and Central People's Broadcasting Station, currently the legally compliant TV boxes in the market are all The above licensees have a cooperative relationship.
This major rectification also brought the TV box into the era of "castration". There used to be no ads in the box, and you can watch more programs than TV. The third-party applications are complete, and now APPs have been removed from the market, so that the former advantages no longer exist.
Living environment bad TV box or permanent disappear
As a result of the policy, a large number of TV box APPs were removed from the market. For users, it can no longer meet the needs of users at the time of purchase. The castrated TV box is facing no return in the face of smart TVs with increasingly powerful content. Power.
Originally manufacturers released boxes to promote smart TVs. TV boxes increased users' dependence on TVs, and at the same time they laid the groundwork for the future of smart TVs to become bigger and stronger. Now the trend of the box, coupled with the castration of functions, makes Manufacturers ca n’t do anything.
For content vendors and application vendors, they are looking for terminal coverage, and they do not care whether the carrier is a box or a TV. Both the box and the TV are their output channels. It is enough to output a wide range of content stably, but relying on the box alone severely limits User experience with large-screen video and large-screen games.
For emerging TV brands, in the early stage, the box can become the market's leading product, such as LeTV and Xiaomi quickly entered the market with the box and formed a brand concept, but in the later period, the profit value of the smart TV terminal and the competitive exclusivity are far from Above the box. The box will inevitably become an abandoned thing after the transition.
Looking at the combination of the two layers, the box is no longer prevalent. At the same time, the living environment is getting worse, and the worsening TV box will lose its development support in the future.