In 2017, the OTT industry experienced a major surge, with terminal manufacturers and video platforms actively reshaping their strategies. From hardware development to brand marketing, sales, user engagement, and advertising operations, companies were pushing boundaries to capture market share. Video platforms led by BAT (Baidu, Alibaba, Tencent) invested heavily in content creation, turning popular TV dramas into cultural phenomena that drove viewer engagement and monetization through membership models.
To boost user activity, both manufacturers and media focused on encouraging users to turn on their devices more frequently. Video platforms promoted trending shows across multiple channels, while manufacturers introduced various incentives to increase online and offline usage of their services.
By the end of 2017, the OTT ecosystem had reached impressive scale, with over 65 million daily active users across smart TVs and OTT boxes. This growth attracted significant attention from advertisers and agencies, who closely monitored the performance of leading platforms.
According to Ovid Cloud Network’s analysis of 25 million+ OTT terminals, the top video platforms showed strong competition. Galaxy Kiwifruit (IQIYI) led the smart TV + OTT box combined market with 18.03 million daily active units. CIBN Cool Video (Youku) and Cloud Aurora (Tencent Video) followed closely, with daily activity between 12–13 million. Other platforms lagged significantly behind.
Notably, several platforms like MoreTV (TV Cat), CIBN Micro-Visual, and Tai Jie, which are affiliated with Tencent, collectively reached 16.41 million daily active users, highlighting the dominance of key players in the space.
On the smart TV alone, Galaxy Kiwifruit remained at the top with 12.1 million daily users, followed by Cloud Aurora (Tencent Video) with 10.91 million. CIBN came in third, but its daily activity was still far behind the top two. Other platforms saw less than 5 million daily users, indicating room for growth.
On the OTT box platform, CIBN Cool Video (Youku) topped the list with 6.21 million daily users, thanks to strong distribution via Tmall Box. Galaxy Kiwifruit (IQIYI) came in second, with nearly 6 million daily users. MoreTV (TV Cat) and Cloud Aurora (Tencent Video) each exceeded 1 million, securing the third and fourth positions.
Overall, 2017 marked a pivotal year for OTT, with a clear concentration of power among top platforms, setting the stage for future competition and innovation.
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