Chinese online video market: on the verge of greatness

July 04, 2016  | Subscribers Only

Jun Wen Woo Jun Wen Woo Senior Research Analyst – Online Video, IHS Markit
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China is witnessing a surge in the number of online video services as Chinese audiences gradually switch from TV to online for content consumption. The ecosystem of the Chinese online video market is driven by domestic online-first companies, which have developed capabiliites in various sections of the ecoystem beyond providing content. On the other hand, traditional broadcasters and foreign players play a very different role compares to many Western mature online video markets. Furthermore, the Chinese online video market is complicated by media regulations. In this regards, IHS has conducted this piece of research to unpack one of the fast growing video markets in the world, by analysing the overall video market, key players and their respective video strategies.

Highlights:

  • The current Chinese online video market is dominated by five online video operators
  • The online video ad market will benefit from the large scale of online users and well-established online ad market
  • The proliferation of smartphones and other mobile devices have driven the growth of online video market in China
  • Despite the impressive growth in the online video market, there are still major challenges that must be overcome

In this report:

  • Overview of the online video market in China
  • Key domestic players
  • Consolidation of the Chinese online video market
  • The Chinese online video market in a global context
  • Content and advertising regulations
  • Forecasts, drivers and challenges of the Chinese online video market

List of tables and charts:

  • China: Broadband household and smartphone penetration (%)
  • The ecosystem of the Chinese online video market
  • China: Online video ad revenue and growth by format ($m) & (%)
  • China: TV ad revenue, online ad revenue and video ad revenue ($m)
  • China: Total paid-for online video revenue, 2010-2020 ($m)
  • China: Video revenue ( advertising & subscription) big five online operators in 2015 ($m)
  • Ranking by online video ad and subscription revenue (2015)
  • China: Growth rate, market share and online video ad revenue of main Chinese video platforms in 2015 ($m) & (%)
  • OTT platforms by mobile operators and broadcasters
  • Youku Tudou online video revenue ($m) & (%)
  • iQiyi video online revenue ($m) & (%)
  • Leshi online video revenue ($m) & (%)
  • Tencent online video revenue ($m) & (%)
  • Sohu online video revenue ($m) & (%)
  • Summary of the video strategy of Chinese online video players and their nearest Western equilvalent
  • Snapshot of the Chinese video market consolidation trend
  • Notable M&A in the Chinese online video market
  • Diversification of the major online video services' parent companies
  • Compare total revenue of foreign companies and Chinese companies in 2015 ($m)
  • China's online advertising performance comparing to other countries by formats (2015) ($m)
  • Revenue of paid online video services by country in 2015 ($m)
  • China: Growth rate, market share and online video ad revenue of main Chinese video platforms in 2020 ($m) & (%)
     

Number of Pages: 23

Number of Tables and Charts: 22 

Jun Wen Woo

Senior Research Analyst – Online Video, IHS Markit

Ms. Jun Wen Woo is a senior research analyst for Online Video at IHS Markit.

Geography
China
Research by Market
Media & Advertising
Category
Advertising
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