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电视大屏用户的存在感,被低估了?
Hu Xiu· 2025-10-11 09:20
"小屏和大屏的比值,已经到1:1了。"在8月底见到一个制片人时,他对小娱惊呼到。 在不少人的直觉里,电视机似乎已经逐渐退出了观众的生活。移动端成了娱乐的第一入口,"谁还看电视"几乎成了一个被默认的判断,我们一篇讲述电视 台4K化浪潮的文章中,也有大量的从业人员在哀嚎。甚至在长视频网站内部,都很少对外宣传他们的大屏生态。 可在行业内部,另一种声音正在流传:在长视频平台的用户观看行为里,大屏端(包括投屏)与移动端的比例已经几乎持平。包括这个国庆节,爱奇艺和 优酷也被自己的大屏数据惊到:爱奇艺电影频道播放时长环比增长近40%,超过四成观众通过大屏观影;优酷大屏端观看总时长提升23%,动漫类节目以 76%的涨幅位居榜首…… 似乎我们真的低估了电视大屏用户的存在感? 数据显示,中国智能大屏已经覆盖了近 10 亿人口,且每年稳步增长。观众并没有因为手机而完全放弃电视,只是在不同场景中做出了新的分工:碎片化 时间交给手机,长内容的沉浸体验则依旧属于大屏。 这意味着,观众或许抛弃了实时电视这个形态,但他们仍习惯在电视机前追剧、看电影,甚至是看中短视频。 这种反差让大屏重新变得值得研究。一方面,大屏并没有消失,而是在承担新的角 ...
大屏才是长视频真正的未来
3 6 Ke· 2025-10-10 23:40
"小屏和大屏的比值,已经到1:1了。"在8月底见到一个制片人时,他对小娱惊呼到。 在不少人的直觉里,电视机似乎已经逐渐退出了观众的生活。移动端成了娱乐的第一入口,"谁还看电视"几乎成了一个被默认的判断,我们一篇讲述电视 台4K化浪潮的文章中,也有大量的从业人员在哀嚎。甚至在长视频网站内部,都很少对外宣传他们的大屏生态。 可在行业内部,另一种声音正在流传:在长视频平台的用户观看行为里,大屏端(包括投屏)与移动端的比例已经几乎持平。包括这个国庆节,爱奇艺和 优酷也被自己的大屏数据惊到:爱奇艺电影频道播放时长环比增长近40%,超过四成观众通过大屏观影;优酷大屏端观看总时长提升23%,动漫类节目以 76%的涨幅位居榜首…… 似乎我们真的低估了电视大屏用户的存在感? 数据显示,中国智能大屏已经覆盖了近 10 亿人口,且每年稳步增长。观众并没有因为手机而完全放弃电视,只是在不同场景中做出了新的分工:碎片化 时间交给手机,长内容的沉浸体验则依旧属于大屏。 这意味着,观众或许抛弃了实时电视这个形态,但他们仍习惯在电视机前追剧、看电影,甚至是看中短视频。 这种反差让大屏重新变得值得研究。一方面,大屏并没有消失,而是在承担新的角 ...
2025中国家庭智慧大屏发展报告发布,酷喵月活1.48亿行业第一
Cai Jing Wang· 2025-07-08 13:52
Group 1 - The core viewpoint of the report is that CIBN KuMiao has become the leading platform in the smart screen market with 148 million monthly active users by 2024, surpassing Galaxy Qiyi [1][5] - The report indicates that the total number of activated smart TVs in China reached 390 million by the end of 2024, representing a year-on-year growth of 2.6% [5] - The daily average viewing time for smart TV users is 4.5 hours, which exceeds the average daily internet usage time on mobile phones, recorded at 4.1 hours [10] Group 2 - The report highlights that the viewing time for children's content has seen the fastest growth, increasing by 76% year-on-year [9] - Classic content continues to attract viewers, with 20 classic dramas accounting for 22% of the viewing time among the top 100 dramas [9] - Youku has upgraded its user experience across all platforms, focusing on content recommendation, immersive viewing, and visual upgrades to enhance user decision-making efficiency [10]
报告:2024年智能大屏流量增速接近移动端两倍 成长视频主阵地
Huan Qiu Wang· 2025-04-29 13:08
Core Insights - The report indicates that the smart screen (OTT) traffic growth rate is nearly double that of mobile internet users over the past three years, positioning smart screens as a new growth area for traffic in family settings [1][6]. Group 1: Market Overview - In 2024, the number of smart TV households in China exceeds 336 million, with a penetration rate of nearly 70% [6]. - The monthly active family users of OTT and TV box platforms, such as Koomiao, reach 135 million, with daily active users at 51 million, leading the industry [6]. - The average daily activation rate of OTT households in China increases by 4.2% year-on-year, with over half of households turning on their TVs daily to watch video content [6]. Group 2: User Engagement - The daily average usage time for OTT on-demand long videos is nearly 4 hours in 2024, which is double that of mobile devices, indicating high user engagement and stickiness [6]. - The monthly active user growth rates for major OTT video platforms, including Koomiao, Galaxy Qiyi, and Cloud Vision Aurora, have significantly increased, with Koomiao showing a 19% year-on-year growth, the fastest among major competitors [6]. Group 3: Content Consumption Trends - The daily active scale and total viewing time for different types of content on smart TVs are increasing, with children's content seeing the fastest growth in viewing time at 76% year-on-year [7]. - Popular new content such as "The Story of Roses," "Snow Maze," and "I Am a Criminal Police Officer" continues to attract viewer attention, while classic content remains a consistent draw, with 20 out of the top 100 TV dramas accounting for 22% of viewing time [7]. - As mobile traffic growth peaks, the smart screen sector is emerging as a blue ocean market for long video content, seeking new growth and breakthroughs [7].