According to the Report on New Trends of Smart TV Interaction in China in 2024 released by Forward-looking Industry Research Institute, since 20 16, the TV operating rate in China has dropped from 70% to less than 30% in 2022. Similarly, this trend is also reflected in TV sales data. The data shows that in the first three quarters of 2023, the cumulative sales volume of domestic color TVs was 2 168.
There are many reasons for the decline of TV operating rate. On the one hand, with the popularity of mobile devices such as mobile phones and tablets, our entertainment methods are more diversified, resulting in a continuous decline in the operating rate of traditional TV; On the one hand, it is also a poor TV viewing experience. Many netizens complain that the TV startup operation is too complicated. "Only I can turn on the TV at home, and grandma has to wait for me to go home if she wants to watch TV." "turn on the TV and charge various fees, so that people can fill in the membership" and so on.
It can be said that in the network era of rolling competition between mobile phones and tablets, the endless "doll-like" charging and complicated operation of TV are the main reasons why we are unwilling to turn on the TV.
The solution to this problem
We can solve the problem of the continuous decline of TV operating rate from many aspects. Television media need to be constantly innovated and improved to improve the quality and attractiveness of programs and meet the diverse needs of viewers. Including launching more high-quality and in-depth programs, strengthening program interactivity and paying attention to audience experience.
Secondly, TV media can use new technologies, such as the Internet and mobile devices, to promote the multi-channel communication and interactivity of TV programs, and improve the audience's participation and stickiness. In addition, TV media also need to strengthen communication and interaction with the audience, timely understand the audience's needs and feedback, and constantly improve and optimize the program content and services. At the same time, TV media also need to adapt to the changes of the times and actively explore new business models and development paths to maintain competitiveness and sustainable development.