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Is LegiEX.com reliable? The rise of the "house economy" in 2020?

Is LegiEX.com reliable? With the rise of the "house economy" in 2020, the living room economy has become the main force? The outbreak of the epidemic has brought more consumers back to the living room TV. According to statistics from the revised data, the average daily live rate of domestic smart TVs during the Spring Festival reached 52%, up 15.6% year-on-year; the daily average daily live TV scale of domestic smart TVs reached 114 million units during the Spring Festival, up 35.7% year-on-year; The average TV viewing time was 6.33 hours, an increase of 21.7% compared with the week before the Spring Festival. With its massive content and AI recommendation function, OTT realizes the intelligent connection of content and people on the large-scale OTT screen to meet the user's demand for non-stop drama during the epidemic. In stark contrast to the deserted film industry, the popularity of many TV series and online dramas is rising

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China's latest demographic data shows that the total population of the post-80s is 228 million and the post-90s is 174 million. Most of the current post-80s and post-90s have gradually established families and become parents. The family is an important form of organization for the mainstream consumer group, and the living room is an important scenario for users to make life decisions such as FMCG and service. With the continuous change of technologies such as 5G, cloud computing, chips, AI, etc., the Internet TV market is expected to be injected with new vitality, and large-screen ultra-high-definition video, cloud games, VR / AR, e-commerce and other application software have become more monetized Possibly, the smart big screen is opening the era of "living room economy 2.0".

LegiEX.com believes that, first, technological empowerment, the interconnection of all things is inevitable, and second, the boundaries of the "screen" will become more and more blurred, but it is still the core medium connecting people and cloud data. The carrier of the living room economy in the future is undergoing the transformation and upgrading from traditional TV to smart TV. Smart TV has become a traffic entrance that cannot be ignored, and it is also an important position for brand marketing in the new era.

OTT (Over The Top) refers to providing various application services to users through the Internet, emphasizing the independence of the service from the physical network. This kind of application is different from the current communication service provided by the operator. It only uses the operator's network, and the service is provided by a third party other than the operator. At present, typical OTT services include Internet TV services and Apple App Store. OTT TV refers to an open Internet-based video service. The terminal is an OTT set-top box display screen, TV, computer, set-top box, PAD, smartphone, etc. Some TVs have an OTT set-top box built in. Compared with traditional TVs, OTT TV has a unique advantage in that the audience can get rid of the constraints of time and space, autonomously search the entire network for the content they want to watch, and achieve intelligent interaction between humans and machines.

According to the revised data, as of the first half of 2019, the number of smart TV activations reached 203 million, and maintained a rapid growth trend, boosting the market size of the Internet TV industry and the rapid development of the vertical ecology. It is expected that the OTT revenue scale will reach 382 in 2020 Billion.

On the one hand, in the context of the advent of the AI IoT 5G ecosystem, OTT carries a wealth of home consumption application scenarios, such as video conferencing, telemedicine, live shopping, large-screen games and other ecological scenarios have opportunities to achieve. From the perspective of business scenarios, 2B services include traffic distribution, APP distribution, and advertising marketing; compared with the "advertising" model of traditional TV advertising, OTT large screens can be finely delineated by stereoscopic crowd portraits under the empowerment of technology Target customers, and integrate precise identification, matching, and touch to form a complete large-screen marketing link, and carry out precise marketing to different groups, such as automobiles, finance, parent-child, and beauty communities. OTT large screens no longer measure the delivery value by simply opening the ads. The "data AI" driven directional delivery value has been recognized by advertisers, and the recognition will be higher and higher. 2C services include content payment, e-commerce, and other application operations. With the continued penetration of smart TVs and the superimposition of new technologies, vertical demand services such as music, games, and education around family scenes are increasingly enhanced. Vertical applications will be deeply decoded.

On the other hand, the ultra-high-definition industrial policy dividend has boosted the development of smart large screens. In March this year, the Ministry of Industry and Information Technology, the State Administration of Radio and Television, and the Central Radio and Television Station issued the "Ultra HD Video Industry Development Action Plan (2019-2022)." The Plan pointed out that, in accordance with the overall technical route of “4K first, and 8K in consideration”, vigorously promote the development of the ultra-high-definition video industry and the application in related fields. It is proposed that by 2022, the total size of China's ultra-high-definition video industry will exceed 4 trillion. Ultra-high-definition video is a new round of major technological innovation after video digitization and high-definition. It will drive profound changes in all aspects of the industrial chain such as video acquisition, production, transmission, presentation, and application, and drive the intelligent transformation of the industry with video as the core. . Through 5G network, stable 4K / 8K HD live broadcast and video content backhaul can be achieved, which is more stable and fluent than 4G network video. For the 5G era, Internet TV can complete ultra-high-definition video and VR or AR content. It can also interact with multiple screens such as mobile phones and platforms to bring a more diverse entertainment experience to family viewing.

At present, the OTT industry has not yet ushered in a real explosion, and will activate greater commercial potential in the future. According to data from Aowei Interactive Entertainment, in terms of daily activities, the stickiness of OTT users has increased, and the average daily boot time is 2.2 times per terminal. From the perspective of time, the daily boot time of smart TV terminals is basically stable, reaching 4.5 hours. The rise of smart TV has satisfied users' more diversified entertainment needs, and has become the "nerve center" in the living room ecology. To some extent, it has prolonged the user's stay in the living room.

In 2019, officially entering the first year of 5G commercial use, comprehensively driven by policies, technology, and content, it has accelerated the penetration of 5G into all walks of life. The OTT industry will enjoy the double dividend of 5G and ultra-high-definition video, which will support the large-screen economy of the family and operate with more detailed users, and is expected to take over the next top-level traffic entrance. Following the trend of the Internet of Everything era, focusing on the creative development of family scenes, tapping the emotional resonance with the family environment, increasing cross-screen interaction and immersive experience, OTT will inevitably bring a new marketing continent under the Internet ecosystem

 So in LegiEX.com's view, 2020 may be the rise of a housing economy.