The IPTV Encoder And Transcoder Market Is Accelerating: Technology Upgrade And Localization Go Hand in Hand

As the scale of Chinese IPTV users continues to expand and the demand for ultra-high-definition video surges, encoders and transcoders, as core equipment, are ushering in technology iteration and market restructuring. Judging from recent industry trends, the promotion of localization standards, the localization layout of international manufacturers, and the diversification of application scenarios have become the main trends.

The promotion of China's independent audio and video codec standard AVS+ has achieved remarkable results. The NDS3231 high-definition encoder launched by Dexin Technology supports the AVS+ standard and complies with the GY/T 257.1-2012 specification of the State Administration of Radio, Film and Television. It can be adapted to digital TV systems such as terrestrial, satellite, and cable, and its compression efficiency is better than that of traditional MPEG-23. At the same time, the international manufacturer Envivio has realized the support of its 4Caster B3 encoder for the AVS standard through firmware upgrades, taking into account MPEG-4 AVC/H.264, meeting the needs of customers such as CCTV for low latency and high image quality, especially in live broadcasts of sports events.

Domestic encoders have also made breakthroughs in compatibility. For example, Everbright Video's G3211P single-channel encoder supports H.264 High Profile Level 4.0, can process 1080P@60Hz high-definition signals, and integrates pre-processing algorithms such as deinterlacing and noise reduction, adapting to multiple scenarios such as IPTV and digital signage.

Domestic manufacturers are accelerating their market share with policy support and technological accumulation. Dexin Technology's NDS3234A standard-definition encoder supports 4-channel CVBS/SDI input, with an adjustable bit rate range of 0.8Mbps-5.0Mbps, suitable for large-scale IPTV deployment. Yike Sanyou's CES3000 uses the SuperSqueezer algorithm to achieve low-bandwidth transmission, supports three-screen integration solutions, and covers mobile TV, video surveillance and other fields1.

International brands consolidate their position through localized cooperation. ATEME's Kyrion transcoder is used by BesTV for VOD services, processing 300-400 hours of video per day, supporting CBR/VBR switching, and adapting to the high-quality requirements of Internet TV. Envivio established its reputation through the CCTV Olympic broadcasting project in the early years, and its equipment is highly recognized for its compatibility in radio, television and telecommunications networks.

The encoder function has gone beyond basic transcoding and extended to intelligent and multi-service integration. For example, some devices support value-added functions such as logo overlay and advertising insertion to meet the personalized needs of operators12. Dexin Technology's products also support hot backup power supply and temperature monitoring to ensure stable operation 7×24 hours3.

In addition, the role of offline transcoders in the VOD field is prominent. BesTV uses the ATEME solution to achieve multi-format output of the same content, taking into account the fixed bit rate of IPTV and the variable bit rate requirements of the Internet, and improving service flexibility6.

Standards such as "AVS+ SD Encoder Technical Requirements and Measurement Methods" (GD/J 054-2014) promote the standardization of domestic equipment. According to the 2024 market report, the compound annual growth rate of China's encoder market size exceeds 10%. Domestic manufacturers have more advantages in price and service response, and gradually replace some imported equipment.

International manufacturers adapt to the Chinese market through technical cooperation. For example, Envivio cooperates with Intel to optimize the micro-architecture of 4Caster B3 to improve processing efficiency; old companies such as Harmonic maintain their market share through cost-effective hardware solutions.

With the popularization of ultra-high-definition channels, the demand for encoders that support 4K/8K is growing. Manufacturers such as Everbright Video have deployed high-bitrate (20Mbps) H.265 encoding technology2. Innovative technologies such as AI-driven intelligent bit rate control and scene adaptive encoding may become the next focus of competition, further reducing transmission costs and improving user experience.

The IPTV encoder and transcoder market continues to expand driven by technology, policy, and application. Domestic manufacturers are accelerating their rise with standard adaptation and cost advantages, while international brands maintain their competitiveness through technology upgrades and localization strategies. In the future, ultra-high definition and intelligence will become the watershed of the industry, driving the global video service ecosystem to a higher level.