The new generation of netizens is characterized by free interactivity, common participation, open sharing and self presentation. Moreover, the usage behavior of this group of new-generation netizens will also influence the development of new-generation online entertainment in the future. Based on this group of newgeneration netizens, future development trends in online entertainment will be as follows.

Increasing User Autonomy

Because the new-generation internet environment has given netizens even more space to participate, it has also provided many mechanisms allowing users to collect, use and organize internet information as they wish. For this reason, users enjoy even more spontaneity and autonomy.

Birth and Vigorous Growth of Productive Consumers

Because the internet environment al lows open participation, internet users can use such means as text, graphics, audio and video clips to participate in and contribute to internet content. At the same time as they browse other people's works, they can also let other people browse their own works, simultaneously playingthe role of producer and consumer, leading to the birth of so-called "productive consumers".

Platforms Extending One's Ability to Present OneselfThe new generation of netizens has also discovered that the power of the internet platform allows not only the expression of an assortment of various ideas, but the presentation of the totality of oneself and the operation of a personal platform.

Platforms Shared by Companies and Users

Also, because the internet overall is moving in the direction of becoming an openly shared environment, in addtion to providing internet companies a platform, by means of common participation, users are also allowed to enter into exchanges, and internet companies can build a common platform to interact with users.

Mixing, Matching and Distributing Entertainment Content and Form

“Mix and match” is one of the characteristics of the newgeneration internet environment, combining internet content of many different functions and different forms into a unique platform or service. In the future, online entertainment companies will develop synergies by uniting different forms of online entertainment.

Integrating and Linking Fixed and Mobile Platforms

Because new-generation internet entertainment groups emphasize interactivity, participation, sharing, blogs, social groups and more, these applications will be used by many internet users in their basic internet use. For this reason, if we are to discuss the online entertainment market of the future, in addtion to the existing online games, online music and online videos that form the mainstream, we also need to add blogs, social groups, instant messaging and other interactive and commonly shared platforms.

Future Market Opportunities
After gaining an understanding of new-generation online entertainment social groups and development trends, we can analyze future business opportunities in online entertainment using the following three dimensions: new products and services of online entertainment companies, other websites and other industries.

New Products and Services of Online Entertainment Companies

Gaining a grasp of productive consumers is the key effort for online entertainment related companies as the  face the arrival of the new-generation internet era. Only consumers can provide actual revenue and enable the development of business opportunities. Therefore, by gaining a grasp of their methods, we can create all sorts of business opportunities, and we can obtain payment from consumers for usage as well as advertising revenue, offer rich services and cut costs. 

Currently online entertainment services mostly use computers as the main platform, but in fact, the amount of home equipment that can connect to and interact with the internet is increasing. Users are no longer satisfied with computers alone for use of online entertainment services. They hope to use other home equipment to enhance their entertainment experiences and for this reason, home entertainment can be considered a market segment that online entertainment service companies should pay attention to.

Other Websites
This dimension mainly treats other websites as potential customers of online entertainment companies. After online entertainment-related companies make their operations a success, they can transform their core business services into products, and transfer their experience to other websites. In other words, this simply means that other websites can outsource some portions of their website operations to online entertainmentrelated companies. For example, with social and friendship groups and online videos, the outsourcing of this content represents a market opportunity that online entertainment-related companies can take advantage of.

Other Industries

As regards the third dimension, this involves online entertainment companies expanding their scope from the internet industry to other industries. Currently, there are many companies that have started making further use of online games, online videos, online music, blogs, friendship and social groups, transforming them into internal or external platforms, and they have more closely linked these platforms with their corporate operations.

In addition, many corporations have used online forums, evaluations of user experience, video clip sharing websites, friendship and social group websites and similar methods as part of a strategy to send productrelated information directly to internet users and narrow the gap with users and interact with them.