At the end of 2016, there will be 80 million video game users in China

From the data of authoritative organizations such as China Yikang and Aowei Consulting, we can see that the increments and stocks of OTT terminals (including smart TVs and set-top boxes) have shown a significant increase from the previous quarter, and the user base has grown rapidly. It is expected that in the next two years (2015, 2016), the number of OTT terminals will increase by more than 100 million units, of which 70 million will be smart TVs, and the number of OTT set-top boxes will increase by 33 million units. Based on this calculation, it is expected that by the end of 2016, the smart TV stock will reach 130 million units, and the set-top box will have a stock of nearly 60 million units, and the overall user size will be close to 200 million.

With the rapid growth of stock and activation rates, the number of active users and active users of smart TVs continues to increase. It is estimated that in 2014, the activation rate of domestic OTT boxes was about 70%~80%, the activation rate of smart TVs was about 50%~70%, and the corresponding activated smart TV terminals were more than 50 million.

Based on these data, Mito expects that by the end of 2016, cumulative activation of OTT terminals will reach 150 million units.


Large number of daily active users

At present, the active rate of smart TV users is about 20 to 30%, and there is still room for improvement. It is expected that the number of live users will approach 50 million in three years. At present, the mainstream smart TV companies TCL and Hisense's daily active users account for about 25% of all active users. With the further enrichment of smart TV content and the improvement of the functional experience, it is expected that the daily activity rate and the number of daily active users will still be present. Larger room for improvement.

Demand for game users is huge and huge

From the statistical data of the sofa butler network and the Industrial Securities Institute, it can be clearly seen that the game is second only to video users and has great potential.

In the current product form, game users account for 30% of the existing users. With the proliferation of video games and improved quality, it is expected that the proportion of game users will increase to 40% by the end of 2016.

That is, 40% of the 200 million users will play games, ie 80 million game users.

In the first quarter of 2013, games have become one of the major casual content on smartphones and tablet platforms, and on traditional professional game console platforms, game spending has stopped growing.

Data from App Annie shows that at least 30% of households in the United States have at least one connected device connected to their television. This proportion has been growing slowly but it has continued to grow.


In addition, the data also reflects the following points:

23% of households have a video game console that can be networked

10% of families have TV with Internet access

7% of homes have a Blu-ray player with networking capabilities

30% of households have at least one connected device

10% of adults watch online video at least once a week through networked devices

Michele believes that the "video off" of Chinese video games has made us more open. The traditional machine has been completely replaced by smart phones. This is not a trend. It is a fact. With the mobile Internet diverting some of the light players, users are looking for inexpensive hardware devices that can both play games and watch videos, and may be the future trend. Hardware products for game play require the highest performance, so we can see the relevant opportunities generated here.


data analysis:

1. It is a clear trend that traditional handhelds will be completely replaced by smart phones;

2. The mobile Internet diverts some of the lighter players. Users seeking low-cost hardware devices that can both play games and watch videos may be the future development trend.

For this trend, Mi Fu analyzed that, seven or eight years ago we saw that many people took PSP handhelds, including many hand-held terminal gaming devices, and now they are basically gone. People will not buy them, Apple's mobile phones or android phones. Huawei and Xiaomi can play a lot of games. Coupled with the emergence of mobile hardware devices, the mature ARM architecture, low-power hardware and lower intelligent costs, mobile devices in addition to the communication function is also attached a lot of value-added services, non-standardized products into standardized products, so the industry It was rewritten.


The emergence of new international game consoles

Android camp representatives: Ouya, Gamestick, MOJO, Shiled and other camp features: open, win-win, low-cost are based on android system package open source OS;
Compatible with most Android games on the market;
Open platform mode, network distribution;
Both software and hardware can be profitable;

Linux camp representative: Valve Steam OS
Camp Features: Open, Online PCgame
Linux as the main system for open source development;
Provide SteamOS to hardware vendors free of charge;
Hardware manufacturers customize their own production host;
Online distribution of PC games to prevent piracy;

More and more top game development companies in the world have gradually introduced android versions, IOS versions, and TV customized versions. The emergence of cross-platform, cross-operating system engines represented by Unity makes the production of game content more convenient and rapid. With content, and it is very interesting for manufacturers of top-level content to open up platform camps. We can see that the demand is huge and there are many pits in the market at present. The root cause lies in the industrial ecology of the traditional three major hosts. Android has not yet formed an ecological system, but it is about to form an ecosystem in the future. The root cause lies in its lack of standards and high-quality content. The openness of Android and Google is very high, further exacerbating the impact of the lack of unified standards.


TVGame's core game content ecosystem

With the maturity of cross-platform game engines and the popularity of cheap TV smart terminals, more and more top game companies in the world will enter the Android camp.

Problems and Thoughts of OTT Video Game Industry

Regarding the OTT video game industry, Mi Fu stated that there is a lack of rational integration of the terminal manufacturers' industrial chains, and there is a general lack of standard and high-quality TV screen games.

The fixed costs of upstream market support agreements and licenses are different, and the prices of hard disks and other products are highly variable. The game-specific hardware solutions are not clear, and the cost is down. CPU is mainly based on the ARM architecture, dual-core start, quad-core mainstream, to the development of the 8-core and flat-panel-based mobile terminal optimization. The cost of its open molds is high, and the volume production takes up cash, and it needs a safe production.

In the downstream market, policies are open, audits are uncertain, and operation methods are different. The general lack of high-quality games, low-cost access to licenses, continuous introduction of games are insecure, payment methods are different, and games are quickly adapted to transplants. B2C sales, different channel costs, less hardware, through value-added games, advertising promotion lacks new selling points.