China Digital Video 2019

As Consumers Explore New Formats, Traditional Broadcasters Shift Strategy

Report by Man-Chung Cheung | Sep 19, 2019

Digital Video 2019

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Forecasts for seven markets: US, Canada, China, France, Germany, Latin America, UK

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Executive Summary

The video industry in China is undergoing an upheaval, as consumers increasingly view content on digital—prompting traditional TV to adapt to this new paradigm. Meanwhile, 5G and artificial intelligence (AI) will further disrupt the market.

How much will digital video viewers in China grow?

Digital video viewers in China will grow 5.7% from 619.5 million in 2018 to 654.7 million this year. Growth has slowed somewhat from its peak of 13.7% in 2015.

What percentage of internet users in China watch digital video?

We estimate more than 75% of internet users in China will watch digital video at least once per month in 2019, and over 80% of them will use their smartphones to stream videos.

How has digital video viewing affected time spent with traditional TV?

In 2017, digital video accounted for only 23.2% of video time spent in China. By the end of 2019, the figure will have jumped to 33.0%.

What has changed in China’s digital video landscape in the last year?

The subscription share of over-the-top (OTT) revenues has overtaken advertising, and service providers are investing more in high-quality content. In the social video space, short-form video players are expanding their offerings through vlogs (video blogs).

Will 5G technology help drive virtual reality (VR) video consumer adoption?

5G has the potential to enhance VR experiences for consumers by improving on the technology’s immersive and interactive capabilities. Already, China is one of the biggest markets for VR headsets. Across VR activities, internet users in China say they are interested in using VR to watch movies/videos (second only to playing video games), but high adoption is far from certain.

WHAT’S IN THIS REPORT? This report features our latest forecast for digital and mobile video viewers in China, as well as OTT streaming viewers and subscribers by platform. It also examines what’s driving the video streaming market in China in 2019.

Here’s what’s in the full report

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26charts

Reliable data in simple displays for presentations and quick decision making.

5expert perspectives

Insights from industry and company leaders.

Table of Contents

Executive Summary
An Overview of the Digital Video Landscape in China
Digital Video Viewers in China
The Trends Driving TV and Digital Video

Overview of OTT Services
Short-Form Video Apps
Disruptive Technologies and Video
Key Takeaways

eMarketer Interviews
Sources
Media Gallery

Charts in This Report

TV/Digital Video Multimedia Behaviors Among Internet Users in China, Dec 2018 (% of respondents)TV Households in China, by Type, 2013-2019* (millions)

Pay TV Subscriptions in Select Countries in Asia-Pacific, 2018 & 2023 (millions and CAGR)Smart vs. Traditional TV Ownership in China, 2013-2022 (% of total)

What Share of Programs Do Connected TV Viewers in China Watch via Linear TV vs. Video-on-Demand (VOD)? (% of total, by device type, 2018)Digital Video Service Revenue Share in China, by Source, 2012-2020 (% of total)

Over-the-Top (OTT) Video Streaming Services iQiyi, Tencent Video and Youku Have Increased the Share of Original vs. Acquired Programs, 2018 & 2019 (% of total)Internet Movie* Releases in China, 2014-2018

Content Spending of iQiyi* vs. Top 6 Broadcasters** in China, 2010-2018 (billions of Chinese yuan renminbi)Content Title Share of Subscription Video-on-Demand (SVOD) Services in China, by Production Country, Q1 2019 (% of total)

Average Daily Time Spent on Mobile Apps in China, by Type, Q3 2018-Q2 2019 (hours and % of total)Short-Form Video Ad Spending in China, 2018 & 2023 (billions)

What Are the Leading Motivations for Watching Short-Form Videos Among Short-Form Video Viewers in China? (% of respondents, Dec 2018)What Types of Content Do Short-Form Video Viewers in China Like Most? (% of respondents, Dec 2018)

Monthly Active Short-Form Video App Users in China, by App, June 2019 (millions)Douyin vs. Kuaishou User Share in China, by Age, Jan 2019 (% of total)

Vlog Viewers in China, 2018-2021 (millions and % change)Which Digital Platforms Do Vlog Viewers in China Use to Watch Vlogs? (% of respondents, June 2019)

Bilibili Video App Usage Metrics in China, June 2017-June 2019 Video Game Live Streaming Revenue* Share in China, Esports vs. Other, 2018 & 2019 (billions of Chinese yuan renminbi and % of total)

Video Game Live Streaming Viewers in China, 2015-2020 (millions and % change)Gen Z Internet Users in South Africa and Select Countries in Asia-Pacific Who Have Watched Esports Tournaments, Q4 2018 (% of respondents)

Demographic Profile of Douyu vs. Huya Live Streaming* App Users in China, April 2019 (% of total)5G Mobile Connection Share Worldwide, China vs. Rest of World, 2020 (millions and % of total)

How Optimistic Are Internet Users in China About Future Development of 5G Technology? (% of respondents, May 2018)Leading Ways that Internet Users in China Use VR, by Gender, May 2019 (% of respondents)

authors

Man-Chung Cheung

Contributors

Shanshan Ao: Research Intern

Ross Benes: Senior Analyst

Monica Peart: Senior Director, Forecasting

Paul Verna: VP, Multimedia