随着数字技术的飞速发展,我国电视家庭收视设备逐步多元化。2019年,IPTV加入新的牌照方加速发力,OTT(智能电视和互联网盒子)稳步增长。智能收视设备为观众提供了越来越丰富的服务选择,与此同时,电视大屏广告也融入了数字广告基因,电视开机、回看、点播视频等场景下,均蕴含多种广告投放机会。差异化的使用方式和内容资源,使收视设备、内容与观众的关系变得复杂而微妙。本报告从设备的覆盖、收视、观众等角度,梳理2019年IPTV及OTT(智能电视和互联网盒子)的发展情况。
<<With the rapid development of digital technology,China’s TV home viewing equipment has gradually diversified. In 2019,IPTVs expanded rapidly as new licensees joined the competition,and OTTs (i.e:smart TVs and OTT boxes) maintained a steady growth. TV’s smart viewing devices provide viewers with even more content options,and greater advertising opportunities advertisers. Differentiated usage methods and content resources make the relationship between viewing equipment,content and viewers complicated and delicate. This article provides the development trends of IPTVs and OTTs in 2019 from the perspectives of device coverage,viewing and audiences.
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