According to the report, Zhong Yikang predicts that the smart TV retail volume in 2017 will reach 43.81 million units, with a penetration rate approaching 90%, specifically reaching 89.4%. This growth reflects the rapid transformation of the television market towards intelligent technology, driven by the rising middle class and increased consumer demand. Smart TVs have only been on the Chinese market for a few years but are now expected to dominate the entire TV industry. From 2012 to 2016, the smart TV retail volume grew from 14.25 million units with a 32.8% penetration rate to 42.09 million units with an 80.9% penetration rate. Meanwhile, the overall color TV market remained stable between 43 million and 52 million units. Despite rising panel prices and market oversupply in 2016, the trend toward smart TV adoption has not slowed down. In large screen sizes (50 inches and above), the smart TV penetration rate is already close to 100%. Even in smaller sizes, smart TVs are nearing saturation. This indicates that intelligence has taken over the premium segment of the TV market, and large-screen, high-end smart TVs are becoming the main direction of development. The rapid growth of smart TVs can be attributed to their differentiated features and content offerings. Companies are increasingly focusing on content partnerships to stand out in the competitive market. For example, Skyworth offered a 398-yuan Penguin Theater membership for two years with its S9-I and S9300 series. TCL provided a 497-yuan Tencent VIP package when launching the P2 TV, while Konka and KKTV gave away one-year Youku memberships during special events. Iqiyi also partnered with Hisaiqi to offer a 499-yuan membership for the first year, with discounted renewal fees. These strategies have helped boost user engagement and payment habits. According to the 2016 China Internet Audiovisual Development Research Report, the percentage of paying users doubled from 17% in 2015 to 35.5% in 2016. Major platforms like Tencent, Youku, and Iqiyi invested heavily in acquiring popular content, including movies, TV shows, and sports rights. In addition to buying copyrights, they also focused on producing original content, forming a model of "copyright + self-made" content strategy. Moreover, the price of smart TVs has become more affordable. According to Zhong Yikang’s data, the average price of smart TVs dropped from 5,144 yuan in 2012 to 3,312 yuan in 2016. For example, in 2012, smart TVs were 590 yuan more expensive than non-smart models, but by January–August 2017, the price difference had narrowed to just 103 yuan. This affordability has further accelerated the adoption of smart TVs across different income levels.

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