1、 The developing short video industry
Short video is the fastest growing application in recent years
With the popularization of intelligent terminals and the large-scale implementation of speed increase and cost reduction, the audio-visual industry is entering a new round of innovation driven by cutting-edge technologies such as artificial intelligence and big data.
Among them, short video has become an eye-catching new golden track and gradually developed into a basic network application. With a wide audience, a large influence range and strong user stickiness, short video has become a new communication outlet.
According to the statistics of CNNIC, as of the first half of 2020, the number of short video users in China has reached 818 million, an increase of nearly 50 million over the end of 2019, and the penetration rate among Internet users has reached 87%, making it one of the largest network applications. The data from iMedia Consulting shows that the size of China's short video market is expected to increase from 24.6 billion yuan in 2019 to 41 billion yuan in 2020, with a growth rate of more than 60%.
The rapid development of short videos in China has even begun to substitute for long videos to a certain extent, and has squeezed online long videos at the traffic and income levels.
On the whole, the integration of short video with e-commerce, live broadcast, tourism, information, advertising and other fields is deepening, and the communication scenes are expanding, gradually becoming a popular way of video consumption.
Short videos need to find new space in the second half
After rapid development in recent years, the short video industry has also encountered some growth bottlenecks, which urgently need new growth to break the situation.
First of all, the growth of users has slowed down. Short video users have exceeded 800 million. The penetration rate among Internet users has been very high. The growth has begun to be sluggish, and the demographic dividend period of the industry has passed. Under the high stock of users, short videos urgently need to open up new user growth markets beyond the mobile Internet.
Secondly, the rapid development has also brought some industry chaos, including excessive attention to traffic hype, kitsch performances, frequent content infringement and online fraud, etc. The government and relevant regulatory agencies have issued a number of remediation documents, requiring the creation of a positive and healthy cyberspace.
Third, short videos still lack high-quality content and value capabilities. At present, the content of most short video platforms is mainly entertainment oriented, and the homogenization is serious, resulting in the user's curiosity and funny mentality. It is difficult to permanently improve the content attraction and user stickiness of short video platforms. It is urgent to meet the needs of users for high-quality content as soon as possible to maximize user value.
On the whole, the short video industry that has entered the "second half" needs to provide richer communication scenes and more valuable content, so as to find new development space.
2、 Internet TV contains new opportunities for short video
Internet TV brings new development direction for short video
When it comes to the new development space of short video, we have to mention the Internet TV industry, which has a high degree of attention. This is one of the few segments in the video field that is in rapid growth. Internet giants like iQiyi, Youku, Tencent Video, etc. have all invested a lot of resources, and it is also the birth of industry "unicorns" such as Kukai Network.
According to the statistics of Gouzheng data, as of June 2020, the number of activated smart TV users in China has reached 227 million. In recent years, the growth rate of smart TV users has been higher than that of mobile Internet, and the number of monthly smart TV users has exceeded 400 million.
Data source: QuestMobile、 Check data
In addition to the rapid growth of users, Internet TV has made continuous progress in the innovation of business scenarios, including the interaction of large and small screens, value-added payment, intelligent operation, and live scenarios. In particular, through big data and AI technology, Internet TV can achieve full scene coverage with the crowd as the core, which will greatly enhance the value of Internet TV.
Data source: Kukai Network Big Screen Index Research Institute
As a short video participant looking for new growth space, Internet TV, which has been in the field of both user and value growth, is undoubtedly a new battlefield worth trying.
Long short integration brings new potential to large screen short video
The advantages of short videos lie in fragmented time utilization and strong and rapid satisfaction, while the advantages of long videos lie in high quality content, high user stickiness and strong brand value. In fact, the two are complementary.
The integration and development of short and long videos has become a common strategy for video platforms. The integration of short and long videos has even created a new subdivision track, "medium video". On the one hand, it can improve the content quality of short videos, on the other hand, it can also bring new development space for long videos.
In terms of the short video platform becoming "longer", today's Toutiao not only bought the copyright of two movies, namely, "Jeopardy Mom" and "The Big Winner", but also bought the copyright of a large number of classic films and TV plays. Fasthand started from short plays and launched the "Fasthand Small Theater" to create a featured content system through joint production, copyright purchase and account sharing. The new player of the short video track, the "National Team" Central Video, starts with information and film and television directly to make a difference.
In terms of the long video platform becoming "short", iQIYI, Youku and Tencent Video first faced the challenge of short video outlets by frequently releasing a number of new products, including "Huangbei", "Hot Pot Short Video", "Youku Paike", etc., and then launched a short video content sharing model to encourage the production of high-quality short plays.
The integration of long video and short video also brings new development potential for large screen short video. At present, Watermelon Video has launched a TV version of "Huashu Fresh Time", a microblog online TV version of "CIBN Cool Video", and a TV version of the application "Cloud Audio Visual Fast TV".
As a large screen with long videos as the main body, it has gradually become a new way to open short videos, and its viewing scenes have been further extended.
New technology brings new breakthrough to large screen short video
Although Internet TV is a hundred million level user track worthy of industry attention, there have been some obstacles in the large screen scene of short videos, including the contradiction between massive UGC content and security audit, and the interactive experience of short videos with strong interactive needs on the large screen needs to be improved.
With the popularization of new infrastructure such as artificial intelligence, big data and AIoT, the barriers that restrict short videos from landing on large screens are being rapidly removed. The intelligent audit represented by AI is solving the security problem of content, the precise operation represented by big data is making the matching degree of "user+content" more and more high, and the AIoT represented by multi screen interaction is making the interaction experience of large screen more efficient, convenient and user-friendly. Even some TV manufacturers have introduced "vertical screen" TV sets to realize seamless switching between mobile phones and large screens.
Taking Kukai Network as an example, its officially released Kukai System 8 at the beginning of September, whose vision is to enable space through technology and services, break the barriers between small and large screens, and interpret the new life concept of scene intelligence, which will undoubtedly bring breakthrough opportunities for the scene innovation of large screen short videos.
Overall, the coverage of short videos used by Internet TV users has begun to take shape, but the user stickiness and business scenario development are still in the accumulation stage, and there is great room for development in the future.
3、 Breaking the circle and becoming a short video player
Innovative thinking creates a full scene smart life
When it comes to OTT large screen industry, we have to pay attention to Kukai Network, which has always played the role of "innovator and leader" in the industry. It has been deeply engaged in family living room economy for many years, and has rich experience and remarkable achievements in the field of smart marketing of family scenes.
Skyworth Group's semi annual financial report in 2020 shows that the revenue from Internet value-added services of Kukai System reached 506 million yuan, an increase of 130 million yuan over the same period last year, with a growth rate of 35%. The total number of smart users activated by Kukai System in the Chinese market is 50.15 million, ranking first in market share and becoming the new growth engine of the Group.
As a leader in the industry and a new growth engine of the group, Kukai Network benefits from its continuous Internet thinking, connecting the hardware side, content side, brand side, channel side, etc. to create a unique home Internet business scenario and fully release user value.
Taking scenario marketing as an example, the big screen index released by Kukai Network, in the field of OTT segmentation, drives value perception with indexation data, creates user behavior modeling, real-time launch process, and indexation of launch effect, and is committed to improving the transformation of OTT big screen value.
Data source: Kukai Network Big Screen Index Research Institute
The latest release of Kukai Network's Kukai System 8 puts forward the concept of "unbounded space" for the first time. The system builds a data core centered on user needs, connecting different screens on the periphery, so that the central control can transfer with users, as far as possible to open up the sense of separation between IoT terminals, and create a barrier free, extremely simplified "unbounded space".
Wang Zhiguo, CEO of Kukai Network, said that the boundless space consists of two parts, namely "system+service". The system here refers to the system that can drive the screen and all hardware, including both the Internet of Things (IoT) and the screen networking (Dot).
Kukai System 8 has made different smart settings for different smart scenes, giving intelligent devices stronger functions and more user-friendly interaction, which will fully release the value of content, let the large screen get rid of the underlying positioning of "player", and form a new business ecological chain.
It is relying on innovative thinking that Kukai Network has successfully broken the circle, improved the happiness of users through technological progress, and is moving towards the direction of shaping a full scene smart life.
Breaking circle enabling short video, large screen providing new positions
On the battlefield of short video filled with gunpowder, as a pioneer in the Internet TV industry, Kukai Network, which is good at "breaking the circle", has begun its strategic layout in the field of large screen short video very early.
Kukai System 8, launched by Kukai Network in September, has specially opened a new position of large screen short video, providing the underlying capability support for the realization of various short video scenes, and the integration of long and short in Kukai System 8 has become a reality.
Specifically, Kukai System 8 creates a light knowledge user community by connecting cheese videos, connects ideal life with short videos, and presents personalized content for millions of families through large screen accurate data and scenario based recommendation technology.
The unique innovation of Kukai Network in short video is that, based on its 60 million active users and 12 categories and 96 sub categories of family oriented data system, users including short video can reach social networking, e-commerce, health, entertainment and other fields through Kukai System 8, which will greatly enhance the circle breaking ability and "traffic" value of short video, Make diversification possible.
At present, Kukai System 8 has attracted high-quality short video creators from many fields to settle in one after another, and its content dimensions are constantly enriched. It has become a powerful player in the short video field. On September 17, Kukai System released a new entry list, including independent fish movies, ten o'clock videos, commentator Wang Tao, teacher Zhang Xuefeng and other high-quality content creators of films, sports and education.
On the whole, with a strong user engine, large-scale and refined crowd technology, the new high-quality content matrix of Kukai Network is providing more space for creators, which will once again stimulate the vitality of short videos and give the industry new opportunities.
