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The evolution of OTT advertising logic

群邑智库 · 公众号 · · 2021-04-21 18:00

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Consumers

The scale of activated device

According to 3-rd party data, the increasing amount of activated OTT devices (Smart TV+OTT box) has reached 295 million, doubling the number of DTV users.

The ratio of smart TV and OTT box

As for consumer’s most-often used OTT device, the ratio of Smart TV to OTT box was 6:4 in 2018, and changed to 7:3 in 2020, indicating increasing Smart TV’s share.

Not only a big screen, but also a bigger pad/phone, the usage of OTT becomes more personal

Consumers no longer consider OTT just as a big screen. Approximately 20% of consumers take OTT as a device where they can surf on internet. And over 70% of consumers claim that they are the main OTT user in the house. In addition, the percentage of watching VOD on OTT has increased from 30% in 2017 to 50% in 2020. These imply that OTT has become an interactive device in consumers’ mind, instead of a screen that merely take in messages passively. OTT itself also evolve from weak interaction to strong interaction, playing an important role in home appliances and embracing more new applications.