According to public information from third-party data institutions, by the end of 2014, the cumulative sales volume of smart TVs and TV boxes in China had exceeded 100 million; in 2014, the sales volume of smart TVs exceeded 30 million, and the market penetration rate was close to 70%.
China's largest smart TV application platform, LeTV Application Open Platform, released the 2014 Smart TV Application Industry Report yesterday. The report shows that behind the accelerated adoption of smart TV products, in addition to the strong demand for video content applications as the smart TV users, the large screen The video game on the Internet has also become another blue ocean in the smart TV application market.
The continued demographic dividend, the growth in replacement demand, and the overall arrival of the intelligent era have all contributed to the emergence of a breakthrough in the smart TV industry.
In the past three years, shipments of smart TVs have continued to increase. In 2014, the number of smart TVs exceeded 30 million units, and the penetration rate was as high as 70%, far exceeding that of the traditional TV market. In this regard, professional agencies predict that 2015 will The penetration of smart TVs will reach 85%.
The high-growth, high-permeability smart TV market not only reflects the demand and recognition of smart TV products from the market and users, but also proves that the traditional TV market will be dying.
Although China's color TV market has begun to shift from an incremental market to a stock market in recent years, due to the shortening of the replacement cycle in smart TV era, the demand for replacement may become the main driving force for new shipments of smart TV products. According to music store data show, 57.7% of the sales of Super TV comes from the user's replacement requirements.
The rise of the smart TV product market is also the television application market. According to the 2014 Smart TV Application Industry Report, the number of newly added TV applications in 2014 was only 2,000, which could not meet the demand of 100 million smart TV products. Among them, most of the applications are simply transplanted from the PC side and the mobile side, and they are not well adapted to the operation of complex smart TV terminals.
Therefore, compared to the rapid development of smart TV hardware products, the development of smart TV software applications can actually be said or will become the popularization of the smart TV industry, "the Achilles heel."
Starting from the nature of "seeing" color TV products, video applications will undoubtedly become the largest television application in the early stage of the smart TV industry. However, as users continue to grow their demand for applications, developing large-screen applications with more user stickiness is the key to attracting users for a long period of time.
At present, statistics from third-party data show that the population at the end of 70 and 1980 is the main force in the download of TV applications, accounting for about 70%; and the ratio of male to female users of the entire smart TV application is 9:1. If video on demand is female users' favorite, then the game can be said to attract male users.
According to the 2014 Smart TV Application Industry Report, the percentage of game-type App downloads in the second half of 2014 increased from 25% in Q1 to 48% in Q4.
It can be said that such a high growth rate in a short period of time is caused by many factors. First, continuous research and development of smart TV game peripheral products has led to a corresponding increase in the adaptability of video games, and quality games have also been promoted; Second, the State Council has lifted the ban on the introduction and sales of game consoles. The attention of the entire video game market has once again been paid attention to, and the attention of smart TV games has also been improved. Third, the SARFT has strengthened the supervision of smart TV video applications last year, and the introduction of relevant policies has led to a large number of video applications facing down At the same time, game applications have seen a surge in downloads.
Although the video game market has shown an explosive and rising trend since last year, due to the delay and lag in game content development, the entire video game market has not been recognized and spread by users.
According to the 2014 Smart TV Application Industry Report, casual games accounted for more than half of the total number of TV games on the entire platform. With the enhancement of game peripherals, large-screen immersive somatosensory games have stronger shooting and parkour games. It also began to show a clear upward trend; and in the paid rankings, chess, casual games have become a type of game with strong ability to attract gold.
In the future, if you want to truly mature the video game, the fundamental game payment link is also an important part that cannot be ignored. The payment method can be said to be an important factor affecting the conversion rate of orders, and the conversion rate of orders for TV games currently exceeding 30% is less than 1/6.
Therefore, only the terminal manufacturers actively cooperate with the promotion, third-party payment providers to provide practical solutions, CP production of high-quality video game content, in order to enable the video game industry to truly lead smart TV products to counter the traditional home appliance market.
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