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At the GFIC 2017 Global Home Internet Conference, Yin Yuan, Vice President of PPTV Intelligent Hardware Company, delivered a compelling presentation titled “PP Sports to Big Screen.†The talk highlighted PPTV’s strategic vision for bringing sports content to large screens and how they plan to leverage this growing market. As big screen technology continues to evolve, users are increasingly drawn to high-quality, immersive content—especially in the realm of sports.
PPTV analyzed the performance of CCTV from 2015 to 2016 across the entire TV market and found that daily content production was directly proportional to user consumption rates. Users spent an average of 20 minutes out of every hour watching sports content, showing strong engagement. However, the peak of the sports market occurred in 2008 with the Beijing Olympics, after which the overall volume of sports programming on TV declined significantly, with only 1,800 minutes of sports content available last year.
The current sports media landscape is marked by scarcity. While CCTV holds about 70% of the market share, provincial broadcasters contribute very little. This lack of diversity has led to challenges in acquiring sports IP, as local TV stations struggle to secure popular sports rights. Meanwhile, online platforms have taken advantage of the internet's reach, making sports IP more accessible and widely consumed. This shift has created a gap in traditional TV sports coverage.
Today, there are only around 60 major sports IPs globally, and only 33% of them are widely accepted by users. Despite this, the sports audience is vast, but the limited availability of content makes it difficult to meet demand. Unlike movies or TV shows, sports content is not easily monopolized due to its live nature and time-sensitive appeal. Yet, over 50% of Chinese internet users have watched live sports events online, showing a massive potential base for growth.
With the convergence of the internet and television, the demand for sports content on big screens is stronger than ever. The immersive experience of a large TV screen enhances the viewing pleasure, especially for live events. PPTV recognized this early and has been building its sports portfolio for over a decade. In recent years, they've secured key sports rights such as the Premier League and Bundesliga, focusing on controlling upstream IP resources to deliver exclusive content to the big screen.
To maintain user engagement, PPTV has invested heavily in peripheral sports content, including self-produced programs and variety shows that complement live events. This strategy ensures continuous viewer interest even when major sporting events are not taking place. From January to August 2017, PPTV broadcasted 2,484 games, with an average of 2.9 hours of daily UV (unique visitors) per user. Their efforts paid off, with over 370,000 TV users reached during that period.
In August, PPTV also saw impressive results from a combat-style competition, where free nationwide broadcasts attracted 600,000 users through OTT within 600 hours. Even after the event ended, users continued to watch on-demand replays, proving that niche sports can still generate significant value.
PPTV also tracked user behavior in the Sino-Ukrainian match, which drew 2.2 million viewers. High activity was observed in regions like Guangdong, Jiangsu, Shandong, and Liaoning, reinforcing the popularity of sports content among Chinese audiences.
Compared to mobile and PC, the big-screen TV offers the strongest user stickiness. On average, users spend 240 minutes per session, demonstrating the deep-rooted habit of watching TV from the comfort of their sofas. This behavior remains highly preferred by Chinese users.
Looking ahead, PPTV aims to strengthen its position by producing quality content, securing top-tier sports IP, and enhancing user engagement. They are also expanding partnerships with major TV manufacturers like Philips, Konka, Xiaomi, Sharp, Hisense, and Changhong to ensure wide distribution of their sports content.
Beyond content, PPTV focuses on soft services, including training programs for industry partners to better utilize sports content on large screens. Their Ju Sports 3.0 platform, for example, allows users to switch between multiple camera angles during live matches, offering a personalized and interactive viewing experience.
Finally, PPTV is exploring monetization strategies, including productized advertising and data-driven insights. By integrating ads into the viewing experience, they provide users with real-time team and event data, enhancing the overall user journey.
As the smart hardware industry matures, collaboration and specialization will be key. With the OTT market set for a major leap in 2018, PPTV is well-positioned to lead the next phase of sports content delivery on big screens.