3 6 Ke·2025-10-10 23:40Core Insights - The ratio of small screen to large screen usage has reached 1:1, indicating a significant presence of large screen users in the entertainment landscape [1] - Despite the perception that television is declining, data shows that large screen viewing is thriving, with platforms like iQIYI and Youku reporting substantial increases in viewing time on large screens [1][3] - The Chinese smart large screen market is expanding, with nearly 1 billion people covered and a steady annual growth rate [1][4] User Demographics - The total number of television users in China remains the highest among all viewing populations, with 1.197 billion television users compared to 1.108 billion internet users [4][7] - Smart TV users are projected to exceed 1 billion by the end of 2025, with a 25% growth rate over the past five years [4][7] - The user base for large screens is diverse, including couples, single young adults, families with children, and older adults, each with distinct viewing preferences [8][10] Viewing Behavior - Large screen users are primarily engaged in watching long-form content, with a significant portion of viewing time dedicated to dramas and movies [12][13] - The viewing habits of different demographics show a preference for quality long content, with single young adults and families particularly active during prime viewing hours [10][11] - The demand for long-form content on large screens remains strong, despite the rise of short video formats [11][15] Market Trends - The sales of smart TVs are on the rise, with an expected increase of 23.59 million units in 2024, driven by government subsidies and consumer demand [7][20] - The content landscape is shifting, with a growing emphasis on high-quality long-form content as the primary draw for large screen users [18][22] - Platforms are adapting to the large screen environment, with strategies that include offering exclusive content and enhancing user experience [20][22] Industry Implications - The resurgence of large screens as a viable platform for long-form content suggests a potential shift in content strategy for streaming services [19][23] - The integration of short-form content into large screen viewing is being explored, but long-form content remains the dominant format [11][15] - The industry must address the operational challenges of large screen platforms to fully capitalize on the growing user base and viewing habits [22][24]