Content Overview: In recent years, the Internet industry in mainland China has maintained a good momentum of development, and more and more people have access to the Internet, which has increased the number of netizens. According to statistics, as of December 2023, the number of Internet users in mainland China reached 1.092 billion, an increase of 24.8 million Internet users compared with December 2022, and the Internet penetration rate reached 77.5%. Among them, the scale of online audio-visual users in mainland China reached 1.074 billion, and the usage rate of netizens reached 98.3%, further widening the gap between the scale of instant messaging, online payment, online shopping, search engines and other users. This data not only highlights the important position of online audiovisual in the daily life of the majority of netizens, but also marks that online audiovisual has firmly occupied the throne of "the largest Internet application", and its position is becoming more and more stable.
Keywords: online audio-visual, netizen scale, user scale, short video
1. Overview of the online audio-visual industry
Online audio-visual is an industry that provides audio and video entertainment, cultural media, digital music and other services through the Internet. With the integration of network technology and digital content, online audiovisual has become an important part of the digital entertainment market, and its business types and service forms are also expanding. The main business of online audio-visual enterprises is to provide online audio and video entertainment, media information, digital music and other services, including the provision of entertainment content such as movies, TV dramas, variety shows, animations, short videos, radio stations, and live television. In addition, online audio-visual enterprises also provide news, news commentary, documents and materials, maps and tourism and culture and other related services to meet the needs of users for audio-visual information. The company's value-added services and derivative businesses are also developing, including Internet advertising, membership services, online courses, social services, etc., and the company's business scope has become more and more extensive.
The development history of the online audio-visual industry in mainland China can be traced back to the early 90s of the 20th century, when the penetration rate of the Internet began to gradually increase, and people began to use the Internet to obtain information and entertainment. With the continuous development of Internet technology, the content and quality of online audio-visual have also been greatly improved. At the beginning of the 21st century, the government issued a series of relevant regulatory policies, which made the industry officially enter the stage of standardized management. Since then, major Internet companies have begun to set foot in the field of online audio-visual and launched a large number of video and music services, such as Youku, iQiyi, Tencent Video, etc. In recent years, the online audio-visual industry has entered a period of rapid development, and major Internet companies have increased their investment and research and development in online audio-visual content, and launched more and better content and services.
The network audio-visual industry is based on the production of audio-visual cultural products based on Internet transmission, and is a public cultural product for the public. In recent years, the government has issued a series of relevant policies to standardize the industry's codes of conduct and standards, such as in September 2023, the State Administration of Radio and Television issued the "Measures for the Management of Standardization of Radio and Television and Online Audiovisual", which proposes that the establishment of a standard system for radio and television and online audiovisual should be in line with the national standardization system construction plan, the development needs of radio and television and online audiovisual, and fully consider the development trend of new technologies and the needs of industry services and management. In August 2024, the State Administration of Radio and Television issued the "Opinions on Enriching the Content of TV Large Screens and Further Meeting the Cultural Needs of the People (Trial)", which proposes to promote the broadcast of excellent online audiovisual works on TV large screens. Establish mechanisms for recommending and broadcasting excellent online audio-visual programs, gradually promote the extensive establishment of coordination and cooperation mechanisms for the Taiwan network, guide the Taiwan network to strengthen joint production and simulcasting through project support and commendation awards, and encourage and support the broadcast of outstanding online dramas, online movies, online documentaries, online cartoons, and online variety show cultural program resources on large TV screens.
Second, the development status of the network audio-visual industry
In recent years, the Internet industry in mainland China has maintained a good momentum of development, and more and more people have access to the Internet, which has led to an increasing number of Internet users. According to statistics, as of December 2023, the number of Internet users in mainland China reached 1.092 billion, an increase of 24.8 million Internet users compared with December 2022, and the Internet penetration rate reached 77.5%. Among them, the number of online audio-visual users in mainland China reached 1.074 billion, and the usage rate of netizens reached 98.3%, further widening the gap between the scale of instant messaging, online payment, online shopping, search engines and other users. This data not only highlights the important position of online audiovisual in the daily life of the majority of netizens, but also marks that online audiovisual has firmly occupied the throne of "the largest Internet application", and its position is becoming more and more stable. The rise of the online audio-visual industry is inseparable from the continuous innovation of technology and the continuous enrichment of content. On the one hand, with the rapid development of network technology, high-definition and ultra-high-definition video content has gradually become the mainstream, satisfying users' pursuit of high-quality audio-visual experience. On the other hand, major platforms are also actively exploring new forms of content, such as short videos and live broadcasts, providing users with richer and more diverse choices.
Note: This article is excerpted from the "Research and Judgment 2024! Analysis of the relevant policies, user scale and development status of China's online audiovisual industry: the scale of rural users is growing rapidly, and the stickiness of short video users is the highest [Figure]" industry analysis article, if you want to get all the content of the industry article, you can enter the official website of Zhiyan Consulting to search and view.
Based on the authoritative data released by the National Bureau of Statistics, government agencies, and industry associations, the "Analysis of the Competition Pattern and Market Demand Prospect Report of China's Online Audiovisual Industry" released by Zhiyan Consulting combines the collection and analysis of global data such as in-depth research data, expert feedback data, and internal operation data to improve the efficiency of customers' business decision-making. This report makes an in-depth investigation and research on the current situation and market of China's online audio-visual industry, and makes a prudent judgment on the future development prospects and trends according to the development trajectory of the industry, which provides a crucial decision-making reference for investors to find new market investment opportunities and enter the investment layout of the online audio-visual industry.
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