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Recalling that in 2012, the smell of smoke in the video industry was dissipated and replaced by the integration of melody. Coupled with the rise of Internet TV and paid video services, the video industry as a whole showed a good momentum of development. In 2013, Niuhua.com analyzed and summarized several major trends of the video industry in China in 2013. From this perspective, we can take a look at the development path of the video industry in the new year.
Self-made content strategy Continuous reverse output TV station
The importance of self-produced content is self-evident, in 2012 the major video sites are sparing no effort to promote homemade content. The advantages of exclusive copyright, customizable advertisements and many other advantages make home-made content a favorite of video sites. In particular, with the highly homogenized copyright content, the construction of differentiated self-produced content has become the weapon of choice for video site promotion brands. It is expected that in 2013, the video site will continue to increase investment, and customize the products based on the conscience of their own websites. On the one hand, it will increase the construction of content differentiation, and on the other hand, it will also reduce the reliance on the copyright owners and win the right to speak.
At the same time, with the improvement of the video site's self-control capability, high-quality programs are also emerging. In 2012, the video website has already implemented a home-made reverse video output from a TV station. The video website may use this as an opportunity to achieve a reverse reversal of a large number of reverse outputs from TV stations.
Mobile Internet commercialization
Mobile Internet is an important battlefield that video sites cannot ignore. Traffic from mobile sites of many websites accounted for more than 20% of total website traffic in 2012. However, in the past year, the exploration of mobile Internet traffic by video sites has stopped at the initial stage. Although users like PPS and Sohu video have started to test the commercialization of mobile Internet, the user response is not good. In 2013, how video websites develop mobile Internet will become a major point of view. Finding a balance between user experience and traffic cash flow may become a new topic for video websites.
The merger tide or will continue
After the merger incident in 2012, the video industry has become more and more clear. Integration and segmentation are the mainstream. Long video, UGC, and video communities are the three major modes of current video websites. After Tencent’s video went live, the video industry had few new members. At the same time, in the case of Unicom merger, “rich second generation†alliance, and Baidu Tencent’s massive invasion, the survival environment of some second- and third-line websites has been further compressed, which may lead to a new round of consolidation in the future. The high incidence of outbreaks is considered a client video camp.
Video site enters the living room
The biggest beneficiary of the acceleration of national triple play process is a smart TV manufacturer. The long-planned smart TV can finally be listed. But tangled up with radio and television regulations, there must be content photographed to complete the sale. As a result, the video site as the content provider sniffs the business opportunity. In September 2012, the video website LeTV was the first to announce its entry into the smart TV industry. Later, it was reported that PPTV, iQiyi, etc. were also actively planning to enter the smart TV field. In 2013, smart TV will become another battlefield for video websites.
Profitability is not a dream
Up to now, there have been a number of video industry companies claiming that the profit time of online video is coming. It may be the end of 2013 at the earliest. With the continuous increase in the size of the video website market and the value of the media, a large number of television advertisers have started to transfer positions and increase investment in online video advertising. Today, video industry competition tends to be benign, capital flow health cycle, video site business model is maturing, Baidu's holdings of iQIYI, Thunder to see the independent spin-off and other issues seem to illustrate the video site is not far away.
Advertiser mass migration
From the perspective of the overall market environment, 2012 was a good year for the video industry. As an emerging media, the value of the platform for video websites is increasingly recognized. With the continuous increase in the number of users and the maturity of business models, more and more television advertisers are beginning to rush to online video. Especially in the following 2013, video sites began to tap the value of mobile Internet advertising, advertisers will have more placement, video sites will also usher in more revenue.