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　　Introduction:In 2018, the development of China's set-top box market was driven by the continuous acceleration of video services by the three major telecommunications operators, with a focus on strengthening deployment in the 4K field, promoting accelerated upgrades and stacking of set-top boxes, and maintaining a stable and rapid development trend in the set-top box market.

In 2018, the development of China's set-top box market was driven by the continuous acceleration of video services by the three major telecommunications operators, with a focus on strengthening deployment in the 4K field, promoting accelerated upgrades and stacking of set-top boxes, and maintaining a stable and rapid development trend in the set-top box market. The telecommunications operator market has become a battlefield for set-top box manufacturers, with fierce market competition and constantly changing market patterns.

The shipment of set-top boxes in the Chinese telecommunications operator market has reached a new high

In 2018, the Chinese set-top box market continued to maintain a stable growth trend. Chinese telecom operators are continuously accelerating the promotion of large screen video services, upgrading and replacing set-top boxes, and further expanding market demand. Telecom operators have become the main suppliers of set-top box manufacturers, and the IPTV and OTT TV set-top box markets have reached new highs in shipments.

According to research data from Gran, in 2018, the shipment volume of IPTV and OTT TV set-top boxes exceeded 90 million units, reaching 94.761 million units. Compared to 2017, the growth rate is 22.7%. Mainly because: 1) China Telecom and China Unicom have increased the popularity of IPTV set-top box terminals, vigorously promoted the upgrading and stacking of set-top boxes, upgraded from high-definition to true 4K (P60), and upgraded from ordinary smart set-top boxes to voice smart set-top boxes, expanding market demand; 2) China Mobile is rapidly and inexpensively promoting the popularization of broadband, launching the "He Family" service, and bundling the broadband service with the "Mo Bai He" set-top box to promote and develop, promoting the rapid growth trend of "Mo Bai He".

Figure 1: New Shipments in China Telecom's Set Top Box Market from 2016 to 2018Exness withdrawal not credited to the accountTotal Quantity Diagram<>Exnessecn accountr>
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Source: Gran Research

China Mobile's Mobike and OTT TV set-top box market share half of the market in terms of shipments

In 2018, influenced by China Mobile's strong promotion of broadband popularization services, the shipment volume of Mobaihe set-top box market exceeded 46 million, accounting for nearly half of the entire telecom operator set-top box market, reaching 49.8%; The shipment of IPTV set-top boxes from China Telecom and China Unicom is on par, with equal distribution of shares.

Figure 2 Schematic diagram of the proportion of set-top box shipments by Chinese telecommunications operators in 2018



Since 2017, China Mobile has intensified its efforts to promote the policy of offering free set-top boxes for low-priced broadband installations, resulting in a significant increase in prices for China Mobile's Magic Hundred and OTT TV set-top boxes; In 2018, China Mobile continued to promote the development of its digital home business from three aspects: building an ecosystem, promoting prosperity, and increasing revenue. It increased its promotional efforts and promoted the popularization of broadband and mobile set-top boxes at a discount of 10% or even free prices. This led to a record high shipment volume of over 46 million units in the mobile set-top box market in 2018. Compared to 2017 (35.023 million units), the shipment growth rate of mobile set-top boxes in 2018 reached 33.3%.

Figure 3: Comparison of New Shipments of China Mobile Moba and OTT TV Set Top Boxes from 2016 to 2018



In 2018, the annual shipment of IPTV set-top boxes in China exceeded 48 million units

According to research data from Gran, IPTV set-top boxes continued to maintain a rapid growth trend in 2018, with a new shipment volume of 48.061 million units. Compared to the shipment volume in 2017 (42.213 million units), the annual shipment volume continued to rise, with a growth rate of over 10%; Main IPTV set-top box upgrade and replacement, upgrading from high-definition set-top boxes to 4K and voice set-top boxes; And influenced by China Mobile's strong promotion, China Telecom has increased its promotion efforts for IPTV set-top boxes and broadband services, further increasing the number of new users in the IPTV set-top box market.

Figure 4: Comparison of New Shipments in China's IPTV Set Top Box Market from 2015 to 2018



Huawei ranks first in the shipment of set-top boxes in the Chinese telecommunications operator market

According to research data from Gran, in 2018, the shipment of set-top boxes in the Chinese telecommunications operator market exceeded 94 million units, with Huawei ranking first in the set-top box market with a market share of over 20%; Next is ZTE ranked second, Skyworth ranked third in the market, Jiulian ranked fourth in the market, and Changhong ranked fourth in the marketexnesExness withdrawal not credited to the accountWhere is SExnessecn accountA country'sFive.Is the Exness forex platform reliable

Figure 5: The market pattern of new set-top boxes for IPTV and OTT TV mobile operators in 2018



The market concentration of IPTV/OTT TV set-top box chips is high, and HiSilicon and Jingchen are far ahead in the market

According to research data from Gran, in 2018, the IPTV and OTT TV set-top box chip market was mainly driven by shipments from HiSilicon and Jingchen, with a market share of over 90% and high market concentration. HiSilicon ranks first in market share, with a market share of over 60%; Jingchen has a market share of 32.6%, ranking second in the market, followed by ZTE Microelectronics MTK、 Ruixin Microelectronics and Quanzhi have a relatively small proportion of shipments in the market.

Figure 6 Schematic diagram of the market share of IPTV/OTT TV set-top box chips in China in 2018



According to research data from Gran, in 2018, the set-top box chips used by telecom operators for purchasing set-top boxes were mainly HiSilicon and Jingchen chips, with HiSilicon having the highest proportion and a market share of 66.2%; Jingchen ranks second in the market with a market share of 29.4%, while ZTE Microelectronics and other chip manufacturers have a relatively small market share.

Figure 7 Schematic diagram of the market share of set-top box chips in China's telecommunications operator market in 2018



In 2018, telecom operators increased their efforts to popularize 4K set-top boxes and the rise of voice smart speakers. As a result, the retail market for OTT TV set-top boxes in China experienced a significant decline in shipments. Currently, manufacturers in the OTT TV set-top box retail market are adopting chip solutions such as Jingchen MTK Among them, Jingchen chip shipments dominate, ranking first in the market with a market share of over 60%, reaching 63.2%; Next is MTK, with a market share of 11.9%, while Ruixin Microelectronics has a market share of 10.0%. Hisilicon and Quanzhi have relatively small market shares, with Hisilicon focusing on the operator market and shipping less in the retail market.

Figure 8 Schematic diagram of the market share of retail OTT TV set-top box chips in China in 2018