2018   July        ISSUE  35
中國大陸 OTT TV 的 GVC 分析:以騰訊視頻與愛奇藝為例
An GVC Analysis of The Mainland China's OTT TV: Cases of the Tencent Video and iQiyi
頁數:125-160
作者(中) 鄭志文
作者(英)  Chih-Wen Cheng
關鍵詞(中) 全球價值鏈、付費電視、OTT TV、騰訊視頻、愛奇藝
關鍵詞(英) An GVC Analysis of The Mainland China's OTT TV: Cases of the Tencent Video and iQiyi
中文摘要 根據 Digital TV Research 於 2017 年釋出的市調報告,全球 OTT 市場的營收,已由 2010 年的 60 億美元成長至 2016 年的 370 億美元,預計 2022 年全球 OTT 市場營收約達 830 億美元。這個數字是否精確在 2022 年實現尚不可知,但全球 OTT 市場正以燎原之勢席捲電視影音產業卻不容置疑,特別是亞洲 OTT TV 的崛起,正在數位匯流當頭重擊傳統電視產業。在此趨勢下,改變的結構從觀看電視的方式開始,一路修正電視的價值活動方式,OTT TV 正在形成一條新的價值生產過程。
本研究在 OTT TV 導致電視生態轉變的前提下,以全球價值鏈(GVC)為理論框架,由全球與亞洲的 OTT TV 成長為前提,聚焦中國大陸的快速發展,試圖觀察並探究這種新 OTT TV 的全球生產鏈組合方式。本文依據 GVC 發展的四個面向:輸入─輸出結構、空間領域、治理結構以及機構性框架的影響,討論關鍵的三個上下游區塊。透過對騰訊視頻與愛奇藝的發展個案,本文指出 OTT TV 在由內容整合商出發,循價值鏈向上尋求整合,目的多集中在內容資料庫的充實。因此,在版權、品牌合作與自製的壓力下,如同傳統 Pay TV 的電視跨國化,OTT TV 也建立了一個以內容為核心的 GVC 雛型。
英文摘要 Based on the evolution of TV ecology and the rise of OTT TV worldwide, this article employs GVC (Global Value Chain) to analyze the Chinese OTT TV players and to interpret the general development of the Chinese OTT TV. Using GVC’s four dimensions (input-output structure, territoriality, governance structure and institutional structure) as the key analytical framework, this study tries to contemplate the rise of the Chinese OTT TV. Three segments of the OTT TV value chain are scrutinized in turn, including the content production, distribution and aggregation. With the case studies of Tencent Video and iQiyi, this article unfolds the market and strategies of the Chinese OTT TV players. More importantly, this study reveals the mediascape and the reasons of how the Chinese OTT TV is essentially transnationalized.

© 2011 Information Society Research. All Rights Reserved.
National Chiao Tung University. Taiwan Academy for Information Society.