How Smart TVs Retain Users (People's Review)
To maximize the attractiveness of the huge content pool of smart TVs, it is necessary to further open up the ecological partition of content, adjust the pricing strategy of video products, and optimize the user experience based on user feedback
Massive content, rich applications, large-screen enjoyment... In recent years, more "smart" smart TVs have gradually entered thousands of households.
However, many consumers have found that some smart TVs have problems such as switching on and off advertisements that cannot be eliminated, and the need to purchase memberships to watch video platform content.
Sometimes even if you have signed up as a member, if you want to watch certain types of programs on the platform, you have to recharge and buy again.
Different from selling hardware as the main profit method in the past, today's TV manufacturers are turning their attention to more decentralized usage scenarios.
Most of the smart TVs on the market are pre-installed with various video platforms.
When users complete membership recharge on the large screen, TV manufacturers can get a certain percentage of share, which has become one of the important sources of income for TV manufacturers.
The 2022 semi-annual report of a TV manufacturer shows that the most profitable business is smart display terminals, accounting for 71.29% of profits and 80.78% of revenue.
Inspired by both revenue and profit growth, more and more video platforms are installed in smart TVs, and the types of membership fees are becoming more and more detailed. Some TV manufacturers also launch their own membership systems.
More and more TV manufacturers are relying on this business model to generate revenue by pre-installed video platforms.
In addition to the increasing number of membership programs, various commercial advertisements are also frequent visitors of smart TVs.
The "2021 Smart TV On/Off Advertisement Research Report" released by the People's Daily Online Finance Research Institute shows that nearly 90% of consumers' smart TVs in their homes have on/off advertisements.
In addition, there are advertisements before video playback, window advertisements, pre-roll advertisements, etc.
These ads are often difficult to close or skip without purchasing a membership.
The Advertising Law clearly stipulates: "The use of the Internet to publish and send advertisements must not affect the normal use of the Internet by users. Advertisements published in the form of pop-ups on Internet pages should be clearly marked with a closed sign to ensure that they can be closed with one click." Advertisements on smart TVs also belong to Use the Internet to engage in advertising activities.
TV manufacturers should strengthen self-discipline, speed up rectification, and give consumers a good viewing experience.
It is understandable for TV manufacturers to innovate their revenue models, and it is also in line with business logic to compete in the fast-growing consumer market segment.
However, product update iterations and market strategy adjustments cannot ignore consumer rights and social public interests, let alone just focus on users' wallets.
According to statistics, the omni-channel retail volume of China's color TV market will be 36.34 million units in 2022, a year-on-year decrease of 5.2%.
At the same time, the current average daily start-up rate of TVs has dropped to less than 30%.
Of course, there are mobile terminals such as smartphones and tablets competing for attention, but the reduction of TV viewing experience and various routines that lead to consumer dissatisfaction are also important influencing factors.
In the multi-screen era, how to retain viewers and attract more users with richer content and better experience is worthy of serious consideration by TV manufacturers.
Household appliance consumption is an important aspect of expanding domestic demand.
Smart TVs aggregate content from radio, television, and major video platforms to meet users' personalized viewing needs.
However, the TV ownership rate per 100 households in China has exceeded 100.
As content and services become increasingly diverse, smart TVs are easier to operate and more user-friendly in function, and more favored by consumers.
To allow smart TVs to enter more families and maximize the attractiveness of the huge content pool of smart TVs, it is necessary to further break through the ecological partition of content, adjust the pricing strategy of video products, and optimize the user experience based on user feedback.
Effective demand is often created through high-quality supply.
At present, residents' consumption is constantly upgrading, and the consumption space based on the Internet platform is continuously expanding. Consumers' willingness to choose freely and consume independently is also stronger.
Learn to listen to users’ voices, continuously improve the friendliness of TV products to users of different ages, and allow consumers to enjoy high-quality video content services with more categories and higher cost performance, so as to further release the consumption potential of the home appliance market and better satisfy consumption To meet the needs of consumers and achieve a double harvest of word of mouth and market.
Xu Zhi (People's Daily)