On November 14–15, the 2017 Global Home Internet Conference (GFIC) took place in Shanghai, drawing over 500 companies and more than 3,000 industry professionals. During the event, Wu Fangzhou, Director of Business Development for Digital Element China, delivered a compelling keynote speech titled "IP Intelligence and the Internet Broadcasting Revolution" on the afternoon of the 14th. The session was well-attended and sparked meaningful discussions about the future of digital media.
Traditionally, video content was limited to scheduled TV broadcasts, where users had little control over what they watched or when. This “you let me see, you broadcast me†model offered no flexibility in terms of time, place, or choice. However, with the rise of the internet, on-demand streaming has transformed the way people consume media. Now, viewers can choose what, when, and where to watch, breaking free from the constraints of traditional broadcasting.
Wu highlighted that China’s OTT market is growing at an impressive pace. In recent years, it has matched Japan’s market size, but in the most recent year, China surpassed Japan. With such rapid growth, it's expected that within three to five years, China’s OTT market will double Japan’s. Looking ahead, China is poised to maintain its leadership in the Asia-Pacific region for the next decade. By the end of 2020, the Chinese OTT market is projected to reach $74 billion, making up nearly half of the entire Asia-Pacific market.
Key players in the Chinese OTT space include platforms like Love Strange, Tencent, Youku, and Sohu. These companies have experienced explosive growth, with some seeing double-digit increases in their user base. The market shows strong potential, offering significant opportunities for companies like Digital Element.
According to Wu, two main factors are driving this growth: the widespread use of mobile devices and the expansion of mobile internet access. From 2007 to 2016, both mobile phone usage and internet penetration saw a sharp upward trend. In 2007, only about one-third of mobile users accessed the internet, but by last year, 90% of users were browsing online. This shift has made mobile video consumption more prevalent and accessible.
The development of mobile technology and high-speed networks has created new opportunities for OTT platforms. Whether traveling by car, train, or plane, users can now watch videos anytime, anywhere. This flexibility is reshaping the media landscape and expanding the market.
However, with growth come challenges. Wu identified two major issues facing the OTT market today. First, many users access content through unauthorized channels, bypassing regional restrictions. Second, as users increasingly watch content on mobile devices rather than traditional TVs, it becomes harder to track where and how content is being consumed. This makes it difficult to ensure that content distribution complies with licensing agreements.
Failure to address these issues can lead to significant financial losses for content providers and damage to brand reputation. Additionally, some OTT platforms struggle with cultural relevance, pushing content that may not align with local norms, which can negatively impact their brand image.
To tackle these challenges, IP geolocation data—also known as IP intelligence—plays a crucial role. By accurately identifying a user’s location, companies can ensure that content is distributed within legal boundaries and prevent unauthorized access. IP intelligence also helps filter out users who may be hiding their real locations, ensuring proper content delivery.
Beyond just compliance, IP intelligence enables more personalized and localized content delivery. It allows companies to better understand user behavior, leading to improved user experiences and stronger engagement. This data can also support targeted advertising, mobile device tracking, and broader big data analytics.
Digital Element, a pioneer in IP geolocation, offers three distinct product packages tailored to different industries and business needs. The Standard NetAcuity package provides basic IP insights, while the City-Level package offers more detailed geographic information. The Plus package goes even further, providing global ZIP code-level data.
With a 99.99% accuracy rate at the national level and 97% at the city level, Digital Element’s IP geolocation database is among the most accurate in the industry. Its coverage extends to almost all global IP addresses, ensuring reliable and consistent results.
In addition to IP geolocation, Digital Element also offers an agent detection database, the only one of its kind in the market. This tool identifies whether an IP address is coming from a proxy server, cloud service, or VPN, helping companies detect and block suspicious activity. The data is updated daily, ensuring real-time accuracy.
As the OTT market continues to evolve, IP intelligence will remain a key enabler, helping businesses deliver the right content to the right users at the right time. Digital Element remains committed to leveraging this technology to drive innovation and growth in the digital media space.
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