The reason why U-NEXT puts a button on the TV remote control.For a long time & satisfaction with "big screen" -Av Watch

U-NEXT held a briefing session for the media entitled "Study Sessions on TV Device Strategy and Viewing Status" on the 25th.He introduced the number of users who enjoy U-NEXT on television, and the latest trends in company services, such as "viewing on large screens affecting content viewing time and satisfaction with services."

The briefing session was held according to the announcement of the 4K Regza "X8900K" and "Z670K" series with Android TV, which was announced the other day.The Regza U-NEXT button has already been installed from the conventional model (Linux OS version), but has been decided to be installed on the attached remote control of the summer model (Android TV version).

Mr. Maeda of U-NEXT, who spoke at the briefing session, said, "Because it was installed in the new announcement Regza, the latest model of all major manufacturers released in Japan will have the" U-NEXT button ".It has become. "

U-NEXT is currently a video distribution service that has the second sales share after Netflix and Amazon Prime Video.

In addition to more than 210,000 unlimited works, more than 20,000 rental works, and abundant content with more than 600,000 manga and books, watching on TV, STB, smartphone and tablet, streaming terminals, etc.The number of members is expanded year by year by the multi -device strategy.As of the second quarter of 2021, the number of paid members reached 2,179,000, growing to the top domestic services.

The briefing introduced that as part of the TV device strategy, we have actively promoted "direct button on TV remote control".

Maeda cited three reasons for promoting the installation on a television remote control, "high cognitive effect," "promoting subscription to services," and "increase in lifelong customer value."Because it is something, even those who do not know the service can convey the existence of U-NEXT. And the installation of a dedicated button maximizes contact with users and becomes a trigger for services.Also, we have determined from the actual usage data that the larger the screen size, the longer the viewing time, so watching online videos on TV contributes to improving the service satisfaction and the life time.I think it will lead to enhancing value. "

Introducing the market trend of TV devices in recent years.

"The 50 -inch over shipping share, which was less than 20%in the spring of 2018, has recently shown a momentum approaching 40%. When combined with 40-49 type and 50 or more, the number of shipments is nearly 70%.The increase in television is steadily increasing, and the number of 4K TV shipments is also becoming more remarkable, "said the 4K and larger television.

In addition, it was analyzed that the change in the life style due to the corona evil has rapidly boosted the television net connection rate."As of December 2019 before Corona, the internet connection rate was 41.6%, but in June 2020 after Corona, it increased to 50.7%. Only six months, about 9 points are very amazing.Signed. "

Another interesting data is the online video usage rate by device.Compared to the corona, it has been found that the ratio of viewing on smartphones and tablets has decreased, and online videos on TV are increasing.

U-NEXT analyzed that the tendency to continue video distribution on TV will continue.In a user survey that has not yet watched video distribution using TV, more than 60 % of respondents answered that they are "considering watching on TV" and "I am interested", and said, "Video distribution is in the era of watching on TV.While I felt it was on, I heard voices such as "I do not know how to watch video distribution on TV", "settings and connections are very difficult" and "if you need a TV replacement". As U-NEXT.He strives to solve these issues one by one. The style of enjoying video distribution on TV is still large, "he emphasized the video distribution and the affinity of television.

He also showed the actual use of U-NEXT users.

According to the overall survey described above, the video use ratio of video distribution was less than 20%, but about 45%of the viewing results in U-NEXT were recorded."U-NEXT users are watching on TV, twice as much as the overall average of video distribution services."In addition, about 65%of TV users use mobile terminals."U-NEXT services are used using mobile devices in various scenes, such as on the go, as well as watching on TV."

According to a survey of the device type by age, the data was obtained from the fact that young people were mobile for young people and middle -aged and older people had a higher PC and TV usage rate, and the screen size was increased in proportion to age.Looking at the content by content, the Korean wave / anime genre has an increase in mobile audience rating.On the other hand, the kids genre has a significant increase in television use.

Maeda explained, "Korean waves and animations are relatively personal and personal and personal content. On the other hand, kids content can be enjoyed with their families. TV is a device that fulfills the style of" I want to see it with someone "."

In addition, the data was shown in the data of "increase in lifelong customer value", which was listed as the reason for promoting the installation on a television remote control.

"Comparing the monthly viewing time per person of U-NEXT users, it turns out that TV viewing time is more than 1.5 times longer than mobile and PCs. It can be said that" large screen is a device that increases viewing time ".Increased time increases the service value, resulting in a higher service continuation rate. In fact, the data shows that the television dramatically suppresses the cancellation rate, compared to mobile and PC alone.The cancellation rate of TV is 28 points. Furthermore, if the TV is used for multiple devices, the cancellation rate has dropped by about 40 points. This result is a major reason why we aim to install a direct button on the TV remote control.It is. "

At the briefing, a dialogue with Mr. Fukuda, a marketing of Sony Bravia, which has a U-NEXT button since 2018, was held.

Mr. Fukuda said, "We have provided users to users with the desire to provide all content regardless of broadcasting or online videos, but in recent years, the affinity of television and online videos has become particularly important.I feel. For example, from the time of purchasing a TV, one in three people chooses "enjoy internet videos", and the support and non -support of online videos are becoming an element that affects the purchase. "Emphasize the relationship.

In addition, "Bravia's internet connection rate has recently approached 80%, and over the past two years, the viewing time of online videos has been increased by about twice regardless of age. In the previous story," large screen increases viewing time "However, this is a good correlation for developing bravia. U-NEXT is the first service that tackles rich content such as 4K, Dolby Vision, and ATMOS.A reassuring partner. I'm looking forward to the aggressive U-NEXT aggressive. "