2016 is a year in which Xiaomi TV hits the sports field. On June 5th, Xiaomi TV announced that through cooperation with TV in the future, it will provide rice noodles with the broadcasting and on-demand replay of all the 51 European Cup top events of the 2016 European Cup in 2016 on its TV and box terminals. At the press conference, Xiaomi Company Chen Hao, vice president, said that "there will be heavyweight events in the next few months." Sure enough, 20 days later, Xiaomi TV announced that it had won another top-level intercontinental football event, the America's Cup, which became the only OTT platform in China to broadcast the European Cup and the America's Cup. The addition of La Liga this time has once again enriched the top sporting events of Xiaomi TV.
The reason that the success of Xiaomi TV in the field of sports is that it implements the concept of aggregating openness and extending borderlessness in content and creating a complete content ecology. Xiaomi inherited Lei Jun’s triathlon model of “hardware + software + content†in the TV category. Hardware and software are undoubtedly the strengths of Xiaomi. In terms of content, Xiaomi TV has taken content from the very beginning. The cooperation of the parties. Wang Chuan, co-founder and co-founder of Xiaomi TV, said more than once: “As a hardware company, we are good at making quality hardware and controlling costs. We are not a content manufacturer. We believe that The content is certainly not as good as the big brothers in various contents, so we adopt a state of full cooperation. "
The open and converged model has made Xiaomi TV a great success in film and television variety. At present, Xiaomi TV has fully integrated all the content of the top-ranking video website iQiyi and the second-ranked video site Tencent Video, as well as the contents of the content areas of multiple content licensees such as Huada, established in movies, TV series, Absolute resource advantages in various fields, such as variety shows, use Wang Chuan’s words to “compact competitors.â€
In terms of sports content, Xiaomi also continued this mode of open cooperation. The European Cup, America’s Cup, and La Liga’s series of competitions settled behind Xiaomi’s television. They are the future heavyweight content partners of TV, Penguin TV and PPTV. . Those familiar with the sports industry know that TV in the future is the only Internet TV new media platform owned by CCTV and has the exclusive right of broadcasting the Internet TV of the 2016 European Cup in China. Tencent Sports has been providing exclusive live broadcast of the South American World Cup qualifiers. Penguin TV, on behalf of its Internet TV brand undefinedPTV Juli, has an exclusive all-media copyright in the La Liga China region from 2015 to 2020, including television and Internet, new media, and public broadcast rights, such as broadcast and copyright distribution rights. The openness of the millet TV can be described as a sea of ​​rivers. Through cooperation with these content-rich content sources in the field of sports, rice noodles can enjoy a series of football feasts in the European Cup, America’s Cup and La Liga this summer. In addition to football, Xiaomi TV has also obtained content of golf, tennis and other sporting events through cooperation with iQIYI. In April this year, Xiaomi TV launched a special “Golf Tennis Channel†where users can watch the United States. Tournament and other highball events.
The reason why many content partners choose to cooperate with Xiaomi TV is that it has seen over 15 million user coverage. According to Wang Chuan, the accumulated sales volume of Xiaomi TV and Xiaomi Box has exceeded 15 million. Compared with the cumulative sales volume of LeTV's 7 million TVs, Xiaomi has become the largest Internet TV platform in China in terms of existing users. Also, TVs and boxes are not personal items but household items. A TV or a box may be used by four or more people in the family. This means that Xiaomi TV and Xiaomi's box have affected more people than before. With 60 million, this is already a fairly large number. On May 19th, at the Google I/O conference, Xiaomi also released an overseas version of the millet box and stated that it would soon sell in the United States. With the development of the global layout, millet is bound to quickly occupy more TV screens. In addition, the average daily boot rate of Xiaomi TV reached 68%, and the OTT data from Ovid Cloud Network in April showed that the average daily boot rate of the entire smart TV industry was 56%. In contrast, it can be seen that the users of Xiaomi TV have higher Activity.
The large scale of users and active user interactions have attracted more and more content parties to cooperate with Xiaomi TV to achieve win-win situation. The company has played a platform advantage of Xiaomi TV to jointly create an increasingly rich content ecosystem and realized the benign nature of hardware and content. Cycle, Xiaomi also from this out of a different way of Internet TV.
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