Tencent video TV end-added content experience to create refined operations

On May 17, 2017 Asia-Pacific OTT/IPTV Eco-Conference opened in Beijing. Tencent Video's Commercial Director of Living Room Products Division attended the conference and delivered a keynote speech, sharing ideas with industry partners behind the rapid development of OTT, and discussing the development and future of Internet TV together.

In the past two years, the Internet TV industry has developed rapidly. According to statistics, it is estimated that by 2020, the number of OTT terminals will exceed 400 million, and the household coverage of OTT terminals will reach 72%. In the next three to four years, the OTT market will at least double its growth. As a practitioner of the Internet TV business, it also faces more opportunities and challenges. In this regard, Zhai said in his speech: OTT industry should make efforts on refined operations to maintain the stickiness of existing users, and allow potential users to see ATE's ever-changing content, experience, and services, and inspire them to return to the living room. Big screen will.

Tencent Video's Commercial Director of Living Room Products attended the 2017 Asia Pacific OTT/IPTV Eco Conference and delivered a speech

Upgrade content experience, pan-entertainment + vertical category layout OTT screen

Ovid Cloud's "OTT Big-screen Vision Content Insights Report" shows that variety is the most suitable content to share with family and friends. In 2015-2016, OTT variety shows accounted for 47% of the total, up by nearly 75% year-on-year. At the same time, it shows that the OTT big screen, which combines the dual attributes of the Internet and TV, is an important factor for users returning to the living room screen with its unique and unique content and experience.

Therefore, Tencent's video TV end has been continuously exerting its efforts on content and experience, and is committed to building a more intimate living room screen ecology.琚蓓蓓 琚蓓蓓 琚蓓蓓 琚蓓蓓 琚蓓蓓 琚蓓蓓 琚蓓蓓 琚蓓蓓 , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,.

In terms of content, Tencent's video TV end relies on the abundant copyright resources of Tencent video to comprehensively cover the areas of pan-entertainment such as TV dramas, movies, variety shows, animation, sports, etc., with more than 150,000 Chinese and foreign dramas, and 98% coverage of Chinese-language cinema films. There are more than 2,000 classic films and cinemas that have been introduced in cooperation with several Hollywood giants, and nearly 110,000 hours of imported and self-produced variety reserves... both the Ruan Biography and the Month of the Year. The round IP dramas such as "Yuanyuan" and "Drunk Exquisite" also have popular homemade contents such as "Ghost Blowing the Light of the Yellow Pebble" and "The Gentle Heavenly Temple of Tomb Notes".

As a content provider, Tencent's video TV endpoints not only provide more comprehensive and diverse content, but also continuously improve the vertical content category, and create a brand differentiation with a powerful self-made content matrix to meet the individual needs of users. For example, fitness, e-sports, documentaries, etc. that cater to niche interests. Including children's programs that exclusively introduced Flowserve International BabyTV, they also participate in BBC's large-scale venture capital ventures, including the BBC's most classic and successful “Pulse of Earth 2” to increase the weight of the documentary category.

In addition to the high-quality and personalized resources, Tencent's video TV has a large-screen, high-definition, high-definition and cool experience that appeals to users. Zhai said that the experience advantages of Tencent's video TVs are mainly embodied in four aspects: first, adapting to high-definition video sources for viewing on large screens, and second, fluency that can be met by strong technical support to meet the demands of Internet video playback; The third is to design the product UI according to the living room interaction scene, and the personalized recommendation according to the user's preference; the last is to achieve the multi-screen linkage and the three-end communication through the unique viewing history and the cloud synchronization realized by the ID.

At the same time, in order to increase the convenience of users, Tencent video TV terminal can support mobile phone, QQ account and WeChat account login, in particular, you can use the mobile phone number to log in, so that you can use the remote control to enter the number directly on the TV-end page without scanning the phone. Login, for the middle-aged and elderly users, eliminating the tedious multi-screen operation.

Tencent video TV business value continues to highlight

Tencent Video TV continues to advance on the road to content and experience upgrades, accompanied by attracting a large number of users while also bringing about an increase in advertising revenue. Yan disclosed that, at the end of last year, Tencent's video TV end had achieved cumulative terminal activation, advertising revenue, and membership income exceeding the 100 million mark.

Tencent's video TVs rely on a big data ecosystem to help brands target their target audiences, and to achieve full-time, full-scene coverage through multi-screen delivery models to help advertisers conduct effective marketing. Tencent also collaborated with third-party monitoring agencies to build an OTT TV sample library to realize the identification of “households” to “people” and measurement of advertising effectiveness, so that the marketing results can be seen directly.

The increase in the value of Tencent's video-TV marketing also reflects the development of the entire OTT industry: In 2016, the OTT advertising industry showed an explosive growth, with an increase of 384% in the advertising scale compared to 2015. It took only less than two years to enter the OTT advertising industry. Fast lane. It is estimated that by 2019, the scale of OTT advertising industry will reach 10 billion. OTT big screen will establish its own position in the advertising media family, becoming a smart terminal device that can compete with the scale of PC and mobile devices.

Given the considerable increase in the OTT market in the future, there is still a need for practitioners to keep abreast of subtle changes in user needs, not only to improve their content and experience, but also to explore new model innovations in commercialization. At the end of the speech, he said that the wave of users returning to the living room screen is far from over. OTT not only has sufficient growth potential, but more importantly it brings more imagination to our business. Tencent Video TV always upholds an open attitude and is committed to working with partners to discover the value of OTT and to create a new living environment.

About Tencent Video TV

Tencent Video TV is an Internet TV content platform created by Tencent. Relying on the high quality content of Tencent Video, we are committed to leading the new living room vision through the massive HD content, superb audio-visual experience and a variety of hardware options.

For more information, please log in to Tencent Video's official website (tv.qq.com). To experience Tencent video TV, please go to the sofa housekeeper smart TV/Set-top box application market, download and install Tencent video TV terminal APP - Cloud Audio Aurora.