I can't help but take a white glance. The monthly rental price of: YouTube TV has risen to 40 US dollars.

[HEAUS- grapefruit March 14, 2018] less than a year after the launch of YouTube TV subscription service, Google announced an increase of nearly 15% in the price of its original subscription service of $35 a month.

HEAUS learned that the price of, YouTube TV's subscription service will rise to $40 a month from March 13 local time.

However, Google's sudden increase in the price of its YouTube TV subscription service is not without warning.

Just last month, Google said it would increase the price of its YouTubeTV online service for new users due to the addition of time Warner's new Turner channel and National Basketball League and Major League Baseball sports content.

Instead, the market is worried about whether the new program sources will continue to lead to an increase in monthly Synchronize rent in the future.

In the past year, streaming video services in the United States have completely cut off the "coaxial cable".

HEAUS learned that Amazon Prime Video subscribers doubled last year to more than 80 million, although many of them were just for free online shopping and distribution services.

At the same time, Netflix also has more than 50 million users.

At the same time, there are more and more "wire-pinching" people in the United States.

Throughout 2016, 1.

7 million American viewers fled cable subscriptions for a variety of reasons to other streaming services.

With the introduction of live broadcast services such as YouTube and Hulu, the original live broadcast advantage of cable TV will no longer exist.

"there is nothing good about cable TV-unless you like to watch Shawshank's Redemption (which may appear on both channels at the same time), or one of the other 19 things that are not interesting," said John Patrick Plum, technology patent author for time (Time), in his article.

"there's nothing good about cable TV-unless you like watching Shawshank's Redemption (which may appear on both channels at the same time), or one of the other 19 items that are not interesting.

" The same trend is beginning to emerge in China.

In 2017, the number of domestic cable TV subscribers decreased by 7.

817 million compared with the previous year, and the total number of subscribers further dropped to 245 million.

This phenomenon led to the first decline in the share of cable TV in the national home TV market, from 59.

57% in 2016 to 54.

81%, a decline of 4.

76%.

The loss of subscribers has obviously affected the contribution rate of cable TV.

The contribution rate of digital TV users fell to 73.

2% in 2017, and 30% of the people no longer pay.

In sharp contrast, the market share of China's IPTV and OTT TV is increasing rapidly.

In 2017, the number of IPTV users exceeded 120 million, and the audience share has increased from 20.

5% in 2016 to 27.

29.

%.

Industry insiders predict that in countries with developed network technology, streaming media will gradually replace cable television.

Whether the price of $40 is reasonable: buy four fewer books and read it.

For ordinary TV users, they don't care about the fight between cable and streaming TV, they are more concerned about how to buy the best service with the least money.

So what does $40 mean for American users? Forty US dollars is about 253 yuan in RMB at the current exchange rate, which is not cheap in terms of prices in China.

But when the same amount of money is taken into account in the market environment of the United States, the purchasing power it can represent is very different.

According to the price tag on Amazon, a paperback copy of Game of Thrones costs $10 and the latest animated Ferdinand Blu-ray disc costs $19.

99, which means users can enjoy an one-month subscription to YouTube TV if they buy two less discs.

Compared with the increase in the price of YouTube TV, Chinese netizens still seem to be in the period of adapting to paid video.

In 2017, the number of online video users reached 565 million.

According to statistics, the number of paying members who spend more than 40 yuan a month increased from 20.

2% in 2016 to 26% in 2017.

At present, most of the domestic IPTV and OTT TV choose to cooperate with the online streaming media platform, and users need to download the APP of the corresponding platform on TV in order to watch.

The paid content requires users to buy members of the corresponding platform or pay to watch it.

According to Home Grid, the membership of Tencent platform is 20 yuan per month and the automatic renewal is 15 yuan per month; the membership of iqiyi website is 19.

8 yuan (25 yuan for Apple users) and 15 yuan per month (19 yuan for Apple users).

The membership of Youku platform is 20 yuan a month.

On average, Chinese users have to pay at least 20 yuan to enjoy the rich content of Chinese streaming TV, which is cheaper than a McDonald's fast food.

For the younger generation who have already hated cable TV programs, watching richer and more interesting video content online seems to be more attractive to them.

According to the 2017 China Internet Audio-visual Development Research report released by the China Internet Audio-Visual Program Service Association at the end of November 2017, most of the paying users are 25-year-old and 35-year-old users.

Among them, people with bachelor's degree or above account for 72.

8% of video paying users.

The wheel of the era is rolling forward.

As a product of the new era, streaming media is squeezing the living space of cable TV with faster speed, higher quality content and richer services.

Earlier, The Diffusion Group (TDG) shared a set of data: the United States.

The proportion of households with paid cable TV in the Chinese market is currently 81%.

It is estimated that by 2030, that is, 13 years later, it will drop by 26 percentage points, almost halving by half, and some people in the industry even estimate that cable TV may cease to exist in 13 years.

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