2016 Tencent Penguin TV Tasting Live! Penguin TV achieves "Three Breaks"

At present, about one in every four families in the country has used Penguin TV. On December 15th, Penguin TV held the “Great Entertainment Home” 2016 media tasting in Beijing. At the conference, Liang Zhibang, assistant general manager of Tencent's video parlor products division, revealed that Tencent’s OTT strategy has been implemented through Penguin TV thanks to the massive accumulation of content, cool experience, win-win ecosystem, and large-screen commercialization. Effective results. In 2016, Penguin TV will complete the breakthrough of “Three Billion Yuan”, that is, the cumulative number of users, advertising revenue, and membership income will both exceed the 100 million mark.

Force "Content + Experience" User Accumulation Breakthrough 100 Million

As an Internet TV content platform created by Tencent, Penguin TV has achieved a remarkable cumulative user breakthrough. According to Tencent internal data, as of November 30th, cumulative activation of penguin TV has exceeded 100 million. If one terminal corresponds to one family, it is equivalent to nearly 1/4 of the 430 million Chinese families currently viewing it. Penguin TV, according to an average of 3.02 people, penguin TV covers more than 300 million people. With this achievement, Penguin TV took less than two years. Being so quick to get users favored, Liang Zhibang believes that it is thanks to the focus on both content and user experience.

Mr. Liang Zhibang, Assistant General Manager of Tencent Video Living Room Products Department, delivered a speech

Content level Penguin TV has innate genetic advantages. Relying on the extensive copyright and content accumulation of Tencent's video platform, Penguin TV has fully replicated Tencent's premium content, including up to 150,000 sets of various Chinese and foreign dramas, approximately 11,000 movies, and approximately 110,000 hours of variety reserve. And more than 120,000 episodes and other anime series.

However, excellent content is only the first step, and the integrated experience determines whether Internet TV platforms can ultimately retain users. In response, Penguin TV puts forth four magic weapons: “Ultra HD, smooth experience, caring service and four-screen linkage”. From the perspective of user experience, it insists on providing full-HD high-quality film sources, while relying on Tencent Cloud’s powerful technical support and Tencent’s large The data and QQ account system ensures that the user gets a cool, personalized and intelligent Internet TV viewing experience and becomes the Internet TV that “knows you the most”. As a result, Penguin TV’s "2016 China Smart TV Operation Big Data Conference" in August this year included the highest growth award, best user experience award and best movie awarded by the China Electronics and Information Industry Association. Source Award, Best TV Drama Source Award, Best Children/Anime Film Source Award, Sports Resource Contribution Award, etc.

It is expected that the commercialization of an open platform will lead to breakthroughs in both

Of course, OTT is a complex and long ecological chain, involving many faces. Tencent wants to provide users with an integrated and high-quality experience through Penguin TV. It must find a suitable model for industrial chain layout and OTT commercialization. In response to the open nature of the OTT industry, Penguin TV has initially established an open and win-win living room entertainment ecosystem. Penguin TV integrates Tencent’s expertise in content operations, product planning, and platform development into the industry chain, and partners with hardware partners to provide users with a rich selection of hardware and superior product experience.

Media experience some of Penguin TV's cooperation hardware

Up to now, Penguin TV has cooperated with 3 major Internet TV licensees, covering the top 10 mainstream TV brands in the domestic market and 5 smart box manufacturers. According to the latest data from Aowei Cloud Network, among the top 6 manufacturers with domestic smart TV shipments reaching 72.3% in 2016, the proportion of penguin TV cooperation models accounted for 50%, leading the industry. Penguin TV accounted for even more than 90% of the shipments of some of these brands (Tencent internal data, November 2016). In terms of independent APP, in addition to the Aurora of Internet TV APP, the penguin TV and CIBN Microvision and Taejeon’s joint access to Tencent video content form a cooperative alliance, achieving the first place in the TV APP market (Tencent internal Data and Market Research Data, November 2016). At the same time, the monthly live share of the Penguin TV APP Alliance on the smart TV is also the highest in more than 100 independent video APPs (Ove Cloud Network, November 2016).

Based on the good friends in the industry, Penguin TV teamed up with its partners to actively explore the commercial value of the big screen and further promote the healthy and sustainable development of the entire industry. As two major aspects of the business value of the OTT sector, Penguin TV is expected to achieve both billions of dollars in advertising revenue and membership benefits in 2016, and the initial battle for commercial exploration will be a success.

In terms of advertising, the addition of a large screen can realize full-scene marketing with multi-screen linkage. It covers users all the time and 360 degrees. Penguin TV creates new marketing opportunities by connecting new scenes. In 2016, more than 100 advertisers cooperated with Penguin TV on OTT advertising marketing, and most of them were international branded customers.

In terms of membership, Penguin TV is also active in action. It not only actively builds a membership system, but also continues to make bold innovations in member consumption patterns. Not long ago, Penguin TV and JD.com teamed up to open a flagship store for members of the film and television, and linked the manufacturers to launch a package sales model of membership + hardware to build a linked OTT ecosystem. At the same time, Penguin TV also provides users with convenient and secure payment methods such as WeChat, Q coins, and mobile phone recharge cards.

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