In 2017, the OTT industry was in full swing. Both terminal manufacturers and video platforms were actively expanding their roles beyond traditional hardware production. They ventured into brand marketing, sales, user engagement, and even advertising operations. The goal was to create a seamless ecosystem where content, technology, and user experience intersected. Meanwhile, video media giants like BAT (Baidu, Alibaba, Tencent) heavily invested in content creation, leading to the rise of popular TV dramas that became cultural phenomena. These shows not only attracted viewers but also boosted ad revenue through multiple monetization strategies.
One key focus for both manufacturers and media companies was to drive user engagement. The objective was to get users to turn on their devices more frequently and stay longer. Video platforms used trending dramas and expanded their distribution channels to attract new users, while manufacturers introduced various incentives to encourage online and offline usage of their services.
After a year of intense efforts, the OTT market reached impressive numbers. According to Ovid Cloud Network’s data from over 25 million OTT terminals, the daily active audience for smart TVs and OTT boxes surpassed 65 million. This scale demonstrated the growing influence of OTT platforms and attracted significant attention from advertisers and agencies alike.
Looking at the rankings, Galaxy Kiwifruit (IQIYI) led the smart TV + OTT box combined market with 18.03 million daily active users. CIBN Cool Video (Youku) and Cloud Aurora (Tencent Video) followed closely, each with around 12–13 million. Other platforms lagged significantly behind, highlighting the highly concentrated nature of the market.
Interestingly, several platforms such as MoreTV (TV Cat), CIBN Micro-Visual, and Taijie were affiliated with Tencent Video, collectively reaching 16.41 million daily active users. This indicates strong competition among the top three players.
On the smart TV alone, IQIYI maintained its lead with 12.1 million daily users, followed by Tencent Video with 10.91 million. CIBN came in third with nearly 7 million, while other platforms struggled to break past the 5 million mark.
In the OTT box segment, CIBN Cool Video (Youku) topped the list with 6.21 million daily users, thanks to its strong distribution network. IQIYI came in second, closely following with nearly 6 million. MoreTV and Tencent Video each reached over 1 million, securing the third and fourth positions.
Overall, 2017 marked a turning point for the OTT industry, setting the stage for continued growth and innovation in the years to come.
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