The rise of Internet TV has always been driven by a desire to innovate in marketing and disrupt traditional business models. From VR to AR, the industry has followed every trend, and this year, artificial intelligence has taken center stage. However, the reality for many Internet TV brands is far from rosy. Take LeTV, which once led the charge in the Internet TV revolution—now it's facing a crisis that has led to sharp declines in sales and market confidence.
Despite various "creative" marketing strategies from other Internet TV brands, consumers are gradually returning to rational thinking, prioritizing core functionalities like sound quality and performance over flashy gimmicks. The so-called "revenue-generating" models built around new technologies have started to feel worn out, as users grow tired of constant ads and aggressive monetization tactics.
One of the most controversial aspects of Internet TV is its reliance on advertising. Moving away from the traditional hardware-only revenue model, Internet TV now offers a "hardware + content" bundle. Whether it’s free hardware or free content, there’s always a hidden cost. Advertising has become a key tool for generating profit, but it comes at a price: endless interruptions.
From startup ads to shutdown ads, pre-program ads, mid-video ads, app-opening ads, and even dormant ads, an Internet TV without a VIP subscription can feel like a digital billboard. This model isn't truly innovative—it just shifts the price war to a different platform. In the past, traditional TV manufacturers outmaneuvered foreign competitors through superior technology and user experience. Now, they're adopting similar tactics, with some brands even surpassing major broadcasters in ad revenue.
The real issue here is that the shift from free to paid models needs to be justified by real value. If all you’re offering is ad-free viewing, it’s not enough. Consumers deserve more than just a temporary escape from ads; they want meaningful content and experiences.
Another trend in Internet TV is the obsession with hardware specs, particularly the "30-core processor." While it sounds impressive, the reality is often underwhelming. Many of these chips are based on outdated architectures, such as the ARM Cortex-A72 quad-core with a Mali T820 GPU. These processors may be sufficient for basic Android operations and video decoding, but they lack the power needed for advanced image processing or high-performance tasks.
Some manufacturers even mislead consumers by using generic ARM chips and claiming them as "high-end." In reality, these are just all-in-one chips that offer no real differentiation. True innovation lies in dedicated image processing engines, advanced algorithms, and robust databases—features that require significant investment and expertise. Few companies are capable of delivering this level of quality.
Perhaps the biggest myth surrounding Internet TV is the idea of "big screen value." Proponents claim that smart TVs can create new revenue streams through content, education, tourism, and gaming. But in practice, the competition is fierce, and users have many alternatives—mobile devices, PCs, movie theaters, and gaming consoles. The so-called "content-driven" business model is still unproven, especially when compared to the rapid price increases in display panels.
In summary, the true innovation in the TV industry doesn’t come from business models alone, but from technological breakthroughs that genuinely enhance the user experience. While Internet TV has tried to redefine itself, its current approach feels more like a bubble than a sustainable revolution. As the market evolves, only those who focus on real product improvements will survive.
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