Strengthen Advantages in Online Media
Strategy 1: Strengthen Advantages in Online Media
Content media include videos and music. They are further divided into drama programs, live broadcasts, and films based on the content format and service operations. Please click "Learn More" to view an analysis of the usage status.
Content Media User Profile
People aged 12-29 had a higher percentage of use. Seventy percent of the people would "view films, TV programs, and drama" and people aged 12-39 had a higher percentage of use. Meanwhile, 48.8% view "live broadcasts" (excluding reruns after the broadcast) and men aged 12-29 exhibit a higher percentage of use. Nearly 50% "view films" and people aged 12-39 had a higher percentage of use. Approximately 10% "do not view videos/films/live broadcasts or listen to music online." People aged 50 or above account for a higher percentage of such users.
Content Media Usage & Payment Status
When asked about the payment status for various online entertainment activities, the overall payment rate was only 14.1%. Over 10% pay to "listen to music" and "watching movies" online.The payment rate for "viewing drama and variety shows" was 6.8%. The payment rate for "viewing live broadcasts" was 2.3%.
The Popularity of Dramas Provides Opportunities for Developing Independent Dramas or IP Dramas
When asked about the categories of videos, TV programs, and dramas viewed online, 60% indicated that they view "dramas and TV series." Women aged 30-59 had a higher percentage of use. Approximately 20% view "variety shows" and people aged 12-29 had a higher percentage of use. "Music videos," "news/financial news," and "cartoons and animation" account for approximately 10% each.
Pirate Platforms Have High Usage Rates and They Impede the Profitability of Official Releases
Based on observation, the top video platform used by Taiwanese Internet users other than YouTube was Yahoo TV while videos on ETtoday ranked second and iQiyi ranked third. Dailymotion, an unofficial platform, was ranked fourth and it had the longest usage time. According to the Digital Service Innovation Institute of the Institute for Information Industry, and calculations based on 26.42 million 4G users across Taiwan and 79.9% in video content viewed on pirate websites and apps, the industry loses an estimated NT$28.3 billion each year. The influence cannot be underestimated (DigiTimes).
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