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

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PayTV的電視跨國化，OTT TV也建立了一個以內容為核心的GVC雛型。 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.

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.