1905 Film Network News On October 12, the China Network Audiovisual Program Service Association released the "2020 China Network Audiovisual Development Research Report" (hereinafter referred to as the "Report") in Chengdu, the first time the scale of my country's network audiovisual users and industry scale were disclosed. According to the "Report", as of June 2020, the number of online audiovisual users in my country has reached 901 million, and the scale of the online audiovisual industry in 2019 reached 454.13 billion. Based on data mining, research and third-party data, the report conducts authoritative and comprehensive research and judgment on the current status and development trends of the network audiovisual industry from 2019 to 2020.
The number of online audio-visual users exceeds 900 million, which is a significant boost to new netizens.
The "Report" shows that as of June 2020, the number of online audio-visual users in my country has reached 901 million, an increase of 43.8 million from March 2020. The netizen utilization rate is 95.8%. Among the various segments, the user utilization rate of short video is the highest, reaching 87.0%, with a user scale of 818 million; the user utilization rate of integrated video is 77.1%, with a user scale of 724 million. In addition, online audio-visual applications are the main force attracting new netizens. From March to June 2020, among the newly added 36.25 million netizens, 23.9% “touched the Internet” for the purpose of using online audiovisual applications.
"Report" released the scale of the online audiovisual industry for the first time, reaching 454.13 billion in 2019, becoming the core pillar of the online entertainment industry.
short video market has grown rapidly, driving changes in the industry structure
short video has become a tool for users to "kill" time, and the average daily usage time per capita has increased significantly. In the second half of 2018, the average daily usage time of short video applications surpassed that of integrated video applications, becoming the first in the field of online audio-visual applications; as of June 2020, short video applications surpassed instant messaging with an average daily usage time of 110 minutes per person. In the online audio-visual industry, short video has the largest market share, reaching 130.24 billion, a year-on-year increase of 178.8%. Short videos continue to penetrate into multiple fields such as e-commerce, live broadcasting, and education, and their influence continues to deepen, driving changes in the online audiovisual industry.
Zhou Jie, executive deputy secretary-general of the China Network Audiovisual Program Service Association, said at the press conference that short video is no longer just entertainment, but has overlapped and penetrated into various fields, which will not only affect the entire audiovisual industry, but even the national economy.
e-commerce activates webcasting, and there is still much room for improvement in the future
"Report" shows that as of June 2020, the number of webcast users in my country has reached 562 million, of which e-commerce live broadcast users are 309 million, which is an increase in 2020 The fastest Internet application. 15.7% of users have purchased products for watching online videos and live shows, and more than 50% of users spent more than 500 yuan. However, the overall satisfaction with the product is not high, with only 51.5% of users expressing satisfaction. Since last year, the development of e-commerce live broadcast has been in full swing. While having a good market prospect, there is still a lot of room for improvement.
"Two heroes go hand in hand", and the position of the leading online video player is stable.
From the perspective of the market structure, both integrated video and short video platforms are showing a "two strong" trend. The three integrated video platforms of iQiyi, Tencent Video, and Youku Video still occupy the first echelon with a user penetration rate of 79.1%. In 2019, the competition between iQiyi and Tencent Video was stalemate, and the number of active users of Youku declined. From the point of view of user preference, the same trend is also present, and the integrated video platform is developing from a triad to a dual. In terms of short video platforms, Douyin Short Video and Kuaishou are in a leading position in terms of user penetration and user love.
After the release of the "Report", Professor Wang Xiaohong, Director of the Academic Affairs Office of Communication University of China and Director of the China Online Video Research Center, released the 2020 China Online Video Year"Case Study" (hereinafter referred to as "Case Study"), shared the outstanding characteristics of the network audiovisual industry in 2019 from different levels such as industry, content, function, technology, and policy. "Case Study" is the first and only annual report focusing on in-depth case studies in the domestic network audiovisual field. The most representative and influential platforms, programs and events are selected each year, based on field research and in-depth interviews In an effort to record and see through the characteristics, hotspots, difficulties and even turning points of the industry development through vivid case studies, 6 reports have been published since 2015.
This year’s case study includes a summary, a special topic, and a case study, with a total of 300,000 words. The feature chapter focuses on network dramas and provides an in-depth analysis of phenomenal works such as "Ice Breaking Action" and "The Twelve Hours of Chang'an"; the case study focuses on the central video , Taobao Live, "Summer of the Band", Ruhan Holdings and other categories across the online video field, through observation and analysis of innovative practices with exploration value, reveal the future development direction of the online audiovisual industry. At the press conference, Professor Wang Xiaohong emphasized that case studies are a systematic, complex but valuable work. I hope that in a few years, these cases can show the magnificent development history of my country's online video industry as a whole, and hope that the system can continue to be used. Thinking and theoretical perspectives continue to pay attention to and study the real problems in the field of online audiovisual, discover new knowledge, explore new theories, and feed back new practices in practice.
