According to the reading, Zhong Yikang expects the estimated 2017 smart TV retail volume to be 43.81 million units, and the penetration rate will approach 90%, reaching 89.4%.
In the context of the rise of the middle class and the escalation of consumption, television has been making rapid progress in the direction of intelligence. Smart TVs have entered the Chinese market for only a few years and the TV market will be covered almost entirely by smart TVs. The development of smart TV has been rapid. In 2012, it had a retail volume of 14.25 million units and a penetration rate of 32.8%. By 2016, it had reached a retail volume of 42.09 million units and a penetration rate of 80.9%. During this period of time, China's color TV retail volume remained basically between 43 million and 52 million units. In accordance with this growth rate, China Yikang expects the estimated 2017 smart TV retail volume to be 43.81 million units, and the penetration rate will approach 90%, reaching 89.4%. With panel prices rising for more than a year before and the market overdraft in 2016, it is still unable to stop the pace of smart TV continuing to accelerate penetration.
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Smart penetration rate is close to 100% in large sizes of 50 inches and above
At present, the smart TV size segment mainly focuses on 32-inch to 65-inch. What about the performance of smart TVs in various sizes? Taking 2016 as an example, the smart penetration rate in the 50-inch and above segments is almost 100%. Smart penetration is also close to saturation in small sizes. It can be seen that intelligence has occupied the dominance in the large size. Large-screen high-end intelligence is becoming the main direction of television development.
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The main reason for the rapid development of smart TV
At present, companies are actively promoting smart TVs, and the development of smart TVs has become an irreversible trend. The main reason for the rapid development of smart TVs is that the differentiated selling points and prices of content are becoming more and more popular.
Content resources bring more differentiated selling points to smart TV products. In addition to the technology reserves, the content resources of television have become more and more important. In-depth cooperation with the video content platform is conducive to enhancing the differentiation of products. For Tencent video, Skyworth sent a penguin theater member worth 398 yuan for two years when the S9-I, S9300, and other specified series went public. When the TCL P2 TV went on the market, they purchased a Tencent VIP video resource package worth 497 yuan, covering the value of 199. Yuan Penguin Theater, 99 Yuan Ding Theatre, and 199 yuan Tencent Sports Resources, Changhong variety of models exclusively for 30 days penguin cinema member free experience; look at Youku video, Konka and KKTV in 414 Konka content free day during the heat One-year Youku member for TV shows, Sharp buys 32-month Youku big screen members for 70-inch TVs, and Iqiyi, such as Hisaiqi VIDAA V1 series, with 499-Year Iqiyi members for the first year. Can enjoy 50% renewal fee and so on.
Based on this differentiated selling point, according to the 2016 China Internet Audiovisual Development Research Report, the percentage of paying users in 2015 was 17%. In 2016, the proportion of paying users increased to 35.5%, and the video payment ratio doubled, and the users’ payment habits were initially established. Internet brands have also stepped up efforts to increase content investment and improve the split-screen video payment system. The major video sites are also heavily invested in large IP deployments. Popular content of its "buying and buying" includes popular movies, TV shows, and variety shows. According to the 2016 China Internet Audiovisual Development Research Report, Tencent's 810 million yuan purchases rumors, Youku's US$8 million purchase of Korean version is frightening, and it is a concerted effort to purchase 250 million euros in the La Liga League. Iqiyi “price†buys the run brothers. , Iqiyi 24 million yuan purchase sun descent. According to the data from the Network Audio-Visual Program Filing Database of the Network Division of the State Press, Publication, Radio, Film and Television Bureau, from January 1, 2016 to November 30, 2016, 4,430 network dramas were recorded on video websites, totaling 16,938 episodes. 4672 Department of Internet Arts 618 files, a total of 6637 issues. In this era of big IP, in addition to the purchase of copyright, the major video sites are particularly prominent in self-produced content. The content layout of mainstream video websites is basically copyright + self-made.
In addition, smart TV prices are getting more and more popular. Zhong Yi Kang's omnichannel data shows that starting from an average price of 5,144 yuan in 2012, the average price of smart TVs is going down year by year, and the average price in 2016 has dropped to 3,312 yuan. Taking 42 inches as an example, in 2012, the price of smart TVs was 590 yuan higher than that of non-smart TVs, and the average price difference between smart and non-smart products in January-August 2017 was 103 yuan.
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In the context of the rise of the middle class and the escalation of consumption, television has been making rapid progress in the direction of intelligence. Smart TVs have entered the Chinese market for only a few years and the TV market will be covered almost entirely by smart TVs. The development of smart TV has been rapid. In 2012, it had a retail volume of 14.25 million units and a penetration rate of 32.8%. By 2016, it had reached a retail volume of 42.09 million units and a penetration rate of 80.9%. During this period of time, China's color TV retail volume remained basically between 43 million and 52 million units. In accordance with this growth rate, China Yikang expects the estimated 2017 smart TV retail volume to be 43.81 million units, and the penetration rate will approach 90%, reaching 89.4%. With panel prices rising for more than a year before and the market overdraft in 2016, it is still unable to stop the pace of smart TV continuing to accelerate penetration.
Smart penetration rate is close to 100% in large sizes of 50 inches and above
At present, the smart TV size segment mainly focuses on 32-inch to 65-inch. What about the performance of smart TVs in various sizes? Taking 2016 as an example, the smart penetration rate in the 50-inch and above segments is almost 100%. Smart penetration is also close to saturation in small sizes. It can be seen that intelligence has occupied the dominance in the large size. Large-screen high-end intelligence is becoming the main direction of television development.
The main reason for the rapid development of smart TV
At present, companies are actively promoting smart TVs, and the development of smart TVs has become an irreversible trend. The main reason for the rapid development of smart TVs is that the differentiated selling points and prices of content are becoming more and more popular.
Content resources bring more differentiated selling points to smart TV products. In addition to the technology reserves, the content resources of television have become more and more important. In-depth cooperation with the video content platform is conducive to enhancing the differentiation of products. For Tencent video, Skyworth sent a penguin theater member worth 398 yuan for two years when the S9-I, S9300, and other specified series went public. When the TCL P2 TV went on the market, they purchased a Tencent VIP video resource package worth 497 yuan, covering the value of 199. Yuan Penguin Theater, 99 Yuan Ding Theatre, and 199 yuan Tencent Sports Resources, Changhong variety of models exclusively for 30 days penguin cinema member free experience; look at Youku video, Konka and KKTV in 414 Konka content free day during the heat One-year Youku member for TV shows, Sharp buys 32-month Youku big screen members for 70-inch TVs, and Iqiyi, such as Hisaiqi VIDAA V1 series, with 499-Year Iqiyi members for the first year. Can enjoy 50% renewal fee and so on.
Based on this differentiated selling point, according to the 2016 China Internet Audiovisual Development Research Report, the percentage of paying users in 2015 was 17%. In 2016, the proportion of paying users increased to 35.5%, and the video payment ratio doubled, and the users’ payment habits were initially established. Internet brands have also stepped up efforts to increase content investment and improve the split-screen video payment system. The major video sites are also heavily invested in large IP deployments. Popular content of its "buying and buying" includes popular movies, TV shows, and variety shows. According to the 2016 China Internet Audiovisual Development Research Report, Tencent's 810 million yuan purchases rumors, Youku's US$8 million purchase of Korean version is frightening, and it is a concerted effort to purchase 250 million euros in the La Liga League. Iqiyi “price†buys the run brothers. , Iqiyi 24 million yuan purchase sun descent. According to the data from the Network Audio-Visual Program Filing Database of the Network Division of the State Press, Publication, Radio, Film and Television Bureau, from January 1, 2016 to November 30, 2016, 4,430 network dramas were recorded on video websites, totaling 16,938 episodes. 4672 Department of Internet Arts 618 files, a total of 6637 issues. In this era of big IP, in addition to the purchase of copyright, the major video sites are particularly prominent in self-produced content. The content layout of mainstream video websites is basically copyright + self-made.
In addition, smart TV prices are getting more and more popular. Zhong Yi Kang's omnichannel data shows that starting from an average price of 5,144 yuan in 2012, the average price of smart TVs is going down year by year, and the average price in 2016 has dropped to 3,312 yuan. Taking 42 inches as an example, in 2012, the price of smart TVs was 590 yuan higher than that of non-smart TVs, and the average price difference between smart and non-smart products in January-August 2017 was 103 yuan.
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