Online video industry competition in the near future shows a white-hot trend

Absrtact: Network video industry competition in the near future appears white-hot trend: Baidu repurchase Archie art, Sohu Video announces strategic layout forming, Thunderbolt look independent operation brand. Internet video has become the Internet user's first big network application this year, each big NET Enterprise also competes

Network video Industry competition in the near future appears white-hot trend: Baidu repurchase Archie Art, Sohu Video announced strategic layout forming, Thunderbolt look independent operation brand. Internet video This year became the first big Internet application of netizens, each big Internet enterprise also competes the network video as the future development key, anticipated future network video industry will still face the intense competition and "shuffle". And with the proliferation of mobile video users and the development of triple network integration, 2013 mobile video or will usher in its "Commercial year of the year."

2012 China's network video market and user size of the explosion of growth, the current Chinese network video users are over 400 million, accounting for more than 90% of the total number of Internet users in China. At present, Youku Potato Group is the first position in the market. This August, the two major video sites that occupy China's first and second places are officially merged with Youku and potatoes. After merging, the new Youku Potato Group dual platform covers nearly 80% of Chinese video users.

and several other video sites began to compete with the force: in early October, Sohu Video announced the completion of spin-off independence, Sohu Video backbone Business Framework has been formed, the entire strategic deployment has been basically ready; November 2, Baidu announced will buy back its Archie art shares, Archie Art will be merged into Baidu earnings; November 23, Thunderbolt See announced will be independent operation of the brand, is regarded as the thunder of the Internet video of the reorganization; PPTVP will probably start the IPO in 2013, but not rule out a round of IPO financing.

Analysts believe that, although the current network video market concentration further upgrade, Youku potato integration to maintain the lead, but the domestic network video industry ranking overall stalemate, the outcome of the pattern in two or three years or still have big variables.

In addition, video advertising is becoming mainstream, the copyright price reasonable callback. The network advertisement is the main revenue way of each big video website at present. With the increasing penetration rate of the network video, more and more advertisers begin to put the budget into the video website, and the income scale of the domestic network video advertising market is also showing an expanding trend.

According to the latest research report, online video advertising is more able to guide users ' consumption than TV commercials because of the low repetition rate of online video ads and the new forms of advertising. Online video advertising is becoming a powerful competitor for TV commercials, and online video will split the market from the television field. According to Iris Statistics, in the recent three years, the average growth rate of advertising in domestic video sites has been far beyond the industry level, the Internet industry's average growth rate of 41.4%, and video sites reached 74.6%.

For the major video sites, the current another good thing is that the price of film and television works network copyright after 2011 years of madness, since 2012 began to gradually callback, which to a certain extent, to reduce the cost of the major network pressure and malicious competition.

Sohu Video CEO Deng Ye believes that most players have fallen into the brutal see-and-go period of capital, copyright, and currently rely solely on capital investment and copyright piling, or short-term sales performance and data reports, is far from enough to promote industry development. Therefore, Sohu Video will focus on the promotion of brand, content and service capabilities.

However, there are also industry insiders believe that the price of video copyright will be more and more reasonable, but the quality of the TV series prices are still very expensive, and "a lot of quality TV series of the set number of more, so a TV play overall price is still very expensive."

"With the triple-NET, multi-screen linkage trend is more and more obvious, 2013 video industry will usher in the commercialization of mobile video." According to Youku's data, in the overall flow of Youku potatoes, the current contribution from mobile terminals has been more than 20%, showing a rapid growth trend. Mobile revenue will become another growth point for Youku potatoes in the future.

In addition to Youku potatoes, major video companies have identified the mobile end layout as the core strategic direction and implemented expansion. PPS Network TV President Xu Wei said that in the mobile video market, the major video sites have been the secret of contention, the current PPS in the mobile terminal has accounted for 30% of the share. The network video enterprise realizes the synchronization between the content and function of the three-terminal platform, which is the inevitable result of the user's demand-oriented and the inevitable trend of the network video development.

The concept of Yi think tank, the current domestic network video users slow growth, has gradually become saturated. Video enterprise gradually began to the development of more terminals, the future mobile end will become the video enterprise competition for users of the blue sea market.