The "Defection" of Cable TV: From Technological Advantage to User Loss

The "Defection" of Cable TV: From Technological Advantage to User LossIn recent years, China's cable TV market has been shrinking steadily, forming a stark contrast to the booming overall television market. What exactly is behind the decline of cable TV? Is it technological backwardness or a change in user needs?Firstly, from a technological perspective, cable TV does not have a significant gap compared to other television products, even having an advantage in terms of real-time information

The "Defection" of Cable TV: From Technological Advantage to User Loss

In recent years, China's cable TV market has been shrinking steadily, forming a stark contrast to the booming overall television market. What exactly is behind the decline of cable TV? Is it technological backwardness or a change in user needs?

Firstly, from a technological perspective, cable TV does not have a significant gap compared to other television products, even having an advantage in terms of real-time information. While IPTV (Interactive Network Television) and Internet TV represent the future trend of television development, they are still in a competitive stage technologically and are not the main reason for the rapid loss of the cable TV market.

Secondly, in terms of application innovation, cable TV does lag behind other television products, but the gap is not significant compared to IPTV, which is also part of the broadcasting system. However, from a market development perspective, the two exhibit completely different trends. Cable TV users are rapidly losing ground, while IPTV has entered a period of rapid growth. On the surface, IPTV has quickly captured the market through low-price strategies, but in reality, it is a game of strategy between the two. Cable TVs market strategy is as conservative as its products, while IPTV is more flexible and more innovative in its overall market strategy.

Furthermore, convenience is a significant advantage of Internet TV over cable TV and IPTV. On buses, subways, and high-speed trains, we see users, especially young users, using mobile phones, tablets, and other mobile devices to watch Internet TV programs. Conversely, cable TV and IPTV can only be connected to users' large-screen TVs in their living rooms through a cable connection and cannot provide on-demand services at any time. This convenience advantage has created two completely different landscapes for Internet TV and the traditional cable TV market.

If we exclude factors such as technology, innovation, and convenience, what is the reason for the "defection" of previously loyal customers? The market loss in recent years has forced local broadband network companies to urgently increase revenue and profits, and the way to quickly increase revenue and profits is through "agency." During user viewing, they will find that the content on cable TV is becoming increasingly scarce, and the days of recording and replaying popular dramas and interactive on-demand are gone. To improve the quantity and quality of content, local cable TV operators have chosen to cooperate with Internet TV platforms and obtain revenue and profits by selling user information in market operations. Under this "agency" model, users are forced to jump to Internet TV programs under the guidance of omnipresent on-demand links, followed by various paid guidance, including monthly and annual membership packages.

Therefore, the core reason for angering users is the issue of charging. Since cable TV wants to guide users to the Internet TV platform, why don't users directly subscribe to Internet TV? This is also one of the main reasons for the large-scale loss of cable TV users in recent years.

If you are a cable TV user, would you subscribe to an Internet TV membership through cable TV? Welcome to join the discussion.

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