2018年中国网络视频行业经营状况研究报告.pdf

中国网络视频行业经营状况研究报告 The Report of China’s Business Situation in Online Video 2018 年 中国网络视频行业经营状况研究报告 The Report of China’s Business Situation in Online Video 1 目 录 序言 ........................................................................................................................................... 3 Ⅰ.研究方法 ............................................................................................................................... 4 一、中国网络视频行业概述 ....................................................................................................... 5 （一）概念定义 ...................................................................................................................... 5 （二）行业企业 ...................................................................................................................... 5 （三）行业规模 ...................................................................................................................... 6 （四）用户规模 ...................................................................................................................... 7 （五）行业现状总结 .............................................................................................................. 8 （六）行业价值分析 .............................................................................................................. 9 1. 对国民经济的贡献 ......................................................................................................... 9 2. 对国民文化娱乐生活和精神文明建设的贡献 .................................................................. 9 3. 对上游影视文化产业繁荣发展的贡献 ............................................................................. 9 4. 对广告业和实体产业相互促进的贡献 ............................................................................. 9 二、中国网络视频主要商业模式概述 ....................................................................................... 11 （一）商业广告 .................................................................................................................... 11 1. 概念定义 ...................................................................................................................... 11 2. 发展历程 ...................................................................................................................... 11 3. 行业意义 ...................................................................................................................... 13 （二）用户付费 .................................................................................................................... 15 1. 概念定义 ...................................................................................................................... 15 2. 发展历程 ...................................................................................................................... 15 3. 行业意义 ...................................................................................................................... 17 （三）其他商业模式 ............................................................................................................ 18 1. 版权运作和分销 ........................................................................................................... 18 2. 硬件研发和销售 ........................................................................................................... 18 3. 视频电商业务 ............................................................................................................... 19 三、中国网络视频主要商业模式分析 ....................................................................................... 20 （一）收入贡献 .................................................................................................................... 20 1. 商业广告 ...................................................................................................................... 20 2. 用户付费 ...................................................................................................................... 22 3. 细分收入占比 ............................................................................................................... 24 （二）模式侧重点 ................................................................................................................ 25 1. 商业广告 ...................................................................................................................... 25 2. 用户付费 ...................................................................................................................... 26 （三）与海外市场的差异比较 .............................................................................................. 28 1. 海外流媒体类型介绍 .................................................................................................... 28 中国网络视频行业经营状况研究报告 The Report of China’s Business Situation in Online Video 2 2. 商业模式差异比较 ....................................................................................................... 30 四、中国网络视频商业模式前景分析 ....................................................................................... 36 （一）“免费内容+商业广告”的模式还将长期存在 ........................................................... 36 （二）用...