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国务院、广电总局等部门关于网络机顶盒使用规范的重要政策梳理

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所属报告：

晶晨股份-投资价值分析报告：AP SoC国内龙头长期稳健增速明确-210726（53页）.pdf

打包全文图表

国内市场：OTT 市场在政策、技术双重因素下逐步缩减，IPTV 在运营商业务捆绑营销的推动下快速拓展，预计 IPTV+智能电视为未来趋势。从监管政策上看，全面推进三网融合，但 OTT 机顶盒内容端受到强监管，具备广播电视直播资源的 IPTV 不断渗透。伴随互联网的迅速发展，我国加快推进三网融合（电信网、广播电视网、互联网）以实现居民网络高质高效建设，并以机顶盒为业务承载体；同时网络机顶盒开始兴起，为规范行业行为，广电总局等政府部门颁布多项政策规定，对于 OTT 机顶盒：内容上受到广电总局监管，不具备电视直播频道合法播出权；对于 IPTV 机顶盒：不能安装“奇异果”等第三方APP 软件，内容端以广播电视直播为核心且受到广电总局监管。从市场推广上看，运营商较零售商优势显著。零售商小米、阿里巴巴等主要通过电商平台线上销售 OTT 机顶盒；而运营商则采用移动手机、固定宽带、IPTV 机顶盒三项业务捆绑的营销模式，通过宽带新装的优惠套餐实现用户规模快速拓展。从产品技术上看，智能电视囊括 OTT 机顶盒功能，IPTV 相对传统有线可观看更多节目，预计 IPTV+智能电视为国内未来趋势。智能电视具备 OTT 机顶盒功能，且国内市场出货渗透率已超 90%，在此趋势下 OTT 机顶盒需求将逐渐缩减；IPTV 机顶盒 IP 专网传输视频的播放清晰度和稳定性高，且不占用网络宽带，电视直播内容上更加丰富，同时在“三网融合”及电信运营商业务捆绑营销的推广下逐步取代有线网络。综合来看，“智能电视+IPTV”既能够享受优质的电视直播，又能通过互联网观看海量流媒体内容，同时具备拓展性，我们认为将是国内机顶盒行业的发展趋势。

行业数据原图定位