中國在線視頻市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓(xùn)課件

DIGITAL

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TRENDSOnlinevideomarketinChinaCHAPTER

01KeyfiguresNumberofonlinevideousersinChinafromJune2018toJune2023(inmillions)NumberofonlinevideousersinChinaH12018-H120231,2001,0001,044.371,030.57994.88974.71943.84926.77850.44758.778006004002000724.86711.07Jun.2018Dec.2018Jun.2019Mar.2020Dec.2020Jun.2021Dec.2021Jun.2022Dec.2022Jun.20233Description:ThegraphshowsthenumberofonlinevideousersinChinafromJune2018toJune2023.ByJune2023,overonebillioninternetusersinChinawatchedonlinevideos,includingshort-formvideocontent.

ReadmoreNote(s):China;H12018toH12023Source(s):CNNICPenetrationrateofonlinevideousageinChinafrom2018tothefirsthalfof2023PenetrationrateofonlinevideousageinChina2018-H12023120%100%96.5%96.8%94.1%93.7%94.5%94.6%93.4%88.7%88.8%87.5%80%60%40%20%0%Jun.2018Dec.2018Jun.2019Mar.2020Dec.2020Jun.2021Dec.2021Jun.2022Dec.2022Jun.20234Description:ThisstatisticshowsthepenetrationrateofonlinevideousageinChinafrom2018tothefirsthalfof2023.AsofJune2023,about97percentofinternetusersinChinawatchedonlinevideos.ReadmoreNote(s):China;2018toH12023;includingshortvideousageSource(s):CNNICRevenueofChina'sonlinevideomarketfrom2009to2020withaforecastuntil2023(inbillionyuan)AnnualrevenueoftheonlinevideomarketinChina2009-202318016014012010080163.3146.6130.6115.2102.3488.872.8864.1520166040.4320154024.920013.69.263220092010201120122013201420172018201920202021*2022*2023*5Description:China`sappetiteforonlineentertainmentcontenthasseenexplosivegrowth.In2021,theestimatedrevenueoftheonlinevideomarketinChinawasapproximately131billionyuan,doubletherevenueof2016.TheChineseonlinevideomarketwasdominatedbythreetechgiants:Baidu(iQiyi),Alibaba(YoukuTudou),andTencent(TencentorQQVideo),collectivelyknownasBATs.ReadmoreNote(s):China;2009to2020;*Estimate.Oneyuanequalsapproximately0.15U.S.dollarsand0.13euros(asofOctober2021).Accordingtothesource,thedatawascalculatedbasedonfinancialreports,interviewsonindustriesandiResearch's[...]

ReadmoreSource(s):iResearchRevenuedistributionofonlinevideoindustryinChinain2022RevenuedistributionofonlinevideoindustryinChina2022Others12.1%Contentdistribution9.6%Membershipservices56%Advertisement22.3%6Description:Intherecentdecade,China'sonlinevideoindustrydevelopedinleapsandboundsandhasshiftedfromadvertisingtouserpaymentasamajorrevenuesource.In2022,about56percentoftheonlinevideorevenueinChinawasgeneratedfrompaidcontent,twicemorethantheproportionfromadvertisement.ReadmoreNote(s):China;2022Source(s):QuestMobileMarketsizeofonlineshortvideosinChinafrom2016to2020withforecastsuntil2023(inbillionyuan)MarketsizeofonlineshortvideosinChina2016-2023600500400300200516423322221.12020130.2100046.711.22.920162017201820192021*2022*2023*7Description:In2020,therevenueoftheonlineshortvideomarketinChinaamountedto221billionyuan.Themarketgrowthpeakedin2018andwasprojectedtograduallyslowdownto22percentby2023.DouyinandKuaishouareamongthelargestshortvideoplatformswhichhaveincorporatede-commercemarketingintothevideocontent.ReadmoreNote(s):China;2016to2020;*Estimate.Oneyuanequalsapproximately0.15U.S.dollarsand0.13euros(asofOctober2021).

ReadmoreSource(s):iResearchRevenueofChina'spaidonlinevideomarketfrom2013to2019withaforecastuntil2022(inbillionyuan)AnnualrevenueofthepaidonlinevideomarketinChina2013-2022120100809878.262.76051.44034.421.42010.94.81.30.5020132014201520162017201820192020*2021*2022*8Description:PaidcontenthasbecomeadrivingforceinChina'sonlineentertainmentmarket.In2019,therevenueofthepaidonlinevideosectorwasabout51.4billionyuan.Itwasestimatedtoreachalmost100billionyuanby2022.

ReadmoreNote(s):China;2013to2019;*Forecast.Oneyuanequalsapproximately0.15U.S.dollarsand0.13euros(asofMarch2021).Accordingtothesource,paidonlinevideorevenueincludesrevenuegeneratedfromuserconsumption,aswellasjoint[...]

ReadmoreSource(s):Analysys;SohuCHAPTER

02MarketsegmentsNumberoflivestreamingusersinChinafrom2016toJune2023(inmillions)NumberoflivestreamersinChina2016-H12023900800700600765.39750.65703.37616.85500422.09396.76400344.313002001000201620172018202020212022June202310Description:LivestreaminghastakenChinabystorm,changingtheonlineentertainmentandshoppingscene.Withauserbaseof765millioninChina,thesectorhasbecomealucrativebusinessformany.Popularlivestreamerscanearnadecentamountofmoneyfromadvertising,virtualgiftsandtips,aswellasproductendorsements.ReadmoreNote(s):China;2016toH12023Source(s):CNNICMarketsizeoflivestreaminginChinafrom2016to2019withforecastsuntil2026(inbillionyuan)MarketsizeoflivestreaminginChina2016-20262,5002,0001,5001,0005002,1001,6001,000700500300164.462020*84.34201951.62201818.01201624.58201702021**2022**2023**2024**2025**2026**11Description:Accordingtotheforecast,themarketsizeoflivestreaminginChinawillreacharound700billionyuanin2023.Therewereover750millionlivestreamingusersacrossthecountry.E-commerce,gaming,concerts,realityshow,andsportswerethemoststreamedcontentcategories.ReadmoreNote(s):China;2016and2019;*Estimate.**Forecast.Oneyuanequalsapproximately0.14U.S.dollarsand0.14euros(asofOctober2022).

ReadmoreSource(s):ForwardIntelligence(Qianzhan);Website()TotalnumberofshortvideousersinChinafrom2018to2022(inmillions)NumberofshortvideousersinChina2018-20221,2001,026.391,011.85962.21,0008006004002000934.15887.75873.35773.25647.98647.64594.03Jun'18Dec'18Jun'19Mar'20Dec'20Jun'21Dec'21Jun'22Dec'22Jun'2312/statistics/1005629/china-short-video-user-numberThenumberofshortvideousersinChinaexperiencedasharpriseinthelastfewyears.AsofJune2023,theuserbasesurpassedtheonebillionmark,whichmeans95.2percentoftheChineseinternetusershadengagedwithsuchbite-seizedcontent.ReadmoreNote(s):China;2018to2022Source(s):CNNICMarketsizeofonlineshortvideosinChinafrom2016to2020withforecastsuntil2023(inbillionyuan)MarketsizeofonlineshortvideosinChina2016-2023600500400300200516423322221.12020130.2100046.711.22.920162017201820192021*2022*2023*13Description:In2020,therevenueoftheonlineshortvideomarketinChinaamountedto221billionyuan.Themarketgrowthpeakedin2018andwasprojectedtograduallyslowdownto22percentby2023.DouyinandKuaishouareamongthelargestshortvideoplatformswhichhaveincorporatede-commercemarketingintothevideocontent.ReadmoreNote(s):China;2016to2020;*Estimate.Oneyuanequalsapproximately0.15U.S.dollarsand0.13euros(asofOctober2021).

ReadmoreSource(s):iResearchAnnualnumberofactivesmarttelevisionusersinChinafrom2016to2021(inmillions)NumberofactivesmartTVusersinChina2016-202160050040030055325521918620011510007820162017201820192020202114Description:In2021,thenumberofactivesmartTVusersinChinareached553million.ThefunctionalityofsmartTVswasverypopularamongChineseconsumersbecausetheyhaveanactivationrateofalmost80percent.Itindicatesthatalmostallusersengagedwiththeproduct'skeyfunctions.ReadmoreNote(s):China;2016to2021Source(s):H;NetEase;NRTA(China)MarketrevenueofOTTvideosinChinain2021withforecastsuntil2026(inbillionU.S.dollars)MarketrevenueofOTTvideoservicesinChina2021-2026181616.215.114.071413.1112.2211.3912108642020212022*2023*2024*2025*2026*15Description:In2021,over-the-top(OTT)videoservicesgeneratedarevenueofaround11.4billionU.S.dollarsinChina.Themarketwasestimatedtoincreasebyacompoundannualgrowthrateof7.3percentbetween2021and2026.

ReadmoreNote(s):China;2021and2019;*Forecast.TheSource(s):PwC;estimateisbasedonvaluesin2026andthecompoundannualgrowthratefrom2021to2026of7.3%,whichwereprovidedbythesource.Anexponentialdevelopmentofthemarketwas[...]

ReadmoreNumberofusersofvideostreaming(svod)inChinafrom2017to2027(inmillions)Numberofusersofvideostreaming(svod)inChina2017-2027600500400508.83491.45469.95443.87412.89381.77370.11332.71284.223002001000257236.972017201820192020202120222023202420252026202716Description:Thenumberofusersinthe'VideoStreaming(SVoD)'segmentofthedigitalmediamarketinChinawasforecasttocontinuouslyincreasebetween2023and2027byintotal95.9millionusers(+23.23percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach508.83millionusersandthereforeanewpeakin2027.Notably,thenumberofusersofthe'VideoStreaming(SVoD)'segmentofthedigitalmediamarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):China;2017to2027Source(s):DigitalMarketInsightsShareofrespondentspayingforsubscriptionvideo-on-demand(SVOD)servicesinChinaasofMay2021SVODsubscriptionrateinChina2021Yes48%No52%17Description:AccordingtoaChineseconsumersurveyconductedbyRakutenInsightinMay2021,about48percentofrespondentshadsubscribedtovideo-on-demand(SVOD)services.ThesurveyfoundoutthatiQiyiandTencentVideo(orWeTV)werethemostpopularSVODplatformsamongrespondentsinChina.ReadmoreNote(s):China;13to30May,2021;2,900respondents;16yearsandolderSource(s):RakutenInsightCHAPTER

03MarketplayersMonthlyactiveusersofleadingonlinevideoappsinChinaasofJuly2023(inmillions)MonthlyactiveusersofleadingonlinevideoappsinChina2023Numberofmonthlyactiveusersinmillions150

200

250

300050100350400450443500TencentVideoYouku421413iQIYIMangoTVBilibili12489HuaweiVideoMiguVideoSohuVideo360Kan7039392115BaiduVideo19Description:AsofJuly2023,TencentVideowastheleadingonlinevideoappinChinawithabout443millionmonthlyactiveusers,down2.4percentcomparedtoDecember2022.Youkutrailedwith421millionactiveuserswhileiQIYIbecamethethirdplacewith413millionactiveusers.Shortvideoapps-oneofthedrivingforcesinChina'sonlinevideoindustry-werenotincludedinthisranking.ReadmoreNote(s):China;asofJuly2023;excludesshortvideoappsSource(s):iiMediaResearchNumberofmonthlyactiveusersofmajorlivestreamingappsinChinaasofJuly2023(inmillions)LeadinglivestreamingappsinChina2023,basedonMAUsNumberofusersinmillions15051020253035HuyaLive(gaming)YYLive(entertainment)DouyuLive(gaming)30.527.1425.8Inke(entertainment)11.4510.25Huajiao(entertainment)Yizhibo(entertainment)QQE-game(gaming)9.076.385.854.99Now(entertainment)KKLive(entertainment)KugouLive(entertainment)2.3920Description:Tencent-backedHuyaLivewastheleadinglivestreamingappinChina.InJuly2023,itsmonthlyactiveusersamountedtoapproximately30.5million.ItsdomesticrivalsYYLiveandDouyuLivefollowedwith27.1and25.8millionmonthlyactiveusersrespectively.ReadmoreNote(s):China;asofJuly2023Source(s):iiMediaResearchNumberofTVdramasonleadingvideo-on-demand(VOD)platformsinChinain2022NumberofTVdramasonmajorVODplatformsinChina2022TotalOriginalcontent16013514012010080131987364606040200iQIYITencentVideoYouku21/statistics/1365504/china-online-tv-drama-numbers-by-video-streaming-platformsIn2022,China'sNetflixequivalentiQIYIreleasedatotalof135TVdramas,54percentofwhichwereexclusivecontentonitsplatform.Incomparison,Youkuhadarelativelylowamountofdramaseriesbuttwo-thirdofthetitleswereoriginalseries.

ReadmoreNote(s):China;2022Source(s):36KrAnnualrevenueofTencentfrom2014to2022,bysegment(inbillionyuan)AnnualrevenueofTencent2014-2022,bysegmentValue-addedservicesFinTechandbusinessservicesOnlineadvertisingOther35030025020015010050020142015201620172018201920202021202222/statistics/292800/revenue-of-tencent-by-segmentThisstatisticshowstherevenuedistributionofTencentbetweenthefiscalyears2014and2022,bysegment.In2022,Tencentgeneratedrevenuesofapproximately287.6billionyuanfromtheinternetvalue-addedservicessegmentsuchasonlinegames.ReadmoreNote(s):China;2014to2022Source(s):TencentAnnualrevenueofChineseonlinevideositeiQIYI,Inc.from2015to2022(inbillionyuan)ChineseonlinevideoplatformiQIYI'sannualrevenue2015-20223530252030.5529.7128.992924.9917.381510511.2420165.320201520172018201920202021202223Description:Baidu'siQIYIInc.reportedanapproximately30billionyuanoftotalannualrevenuein2022,representingaslightdecreaseof1.55percentfromthepreviousyear.FoundedinBeijingin2010,iQIYIisoneofthelargestonlinevideoplatformsintheworldwithover530millionmonthlyactiveusers.ReadmoreNote(s):China;2015to2022Source(s):iQIYIAnnualrevenueofAlibabafromfinancialyear2018to2023,bysegment(inmillionyuan)Alibaba'sannualsegmentrevenueFY2018-FY2023ChinacommerceretailCainiaologisticsservicesDigitalmediaandentertainmentChinacommercewholesaleLocalConsumerServicesInnovationinitiativesandothersInternationalcommerceretailCorecommerce-othersInternationalcommercewholesaleCloudcomputing1,000,000900,000800,000700,000600,000500,000400,000300,000200,000100,000020182019202020212022202324Description:InthefiscalyearendingMarch31,2023,Chinesee-commercecorporationgeneratedaround49.9billionyuanthroughinternationalonlineretailsales.Thisaccountedforfivepercentofthetotalrevenuethatyear.

ReadmoreNote(s):Worldwide,China;FY2018toFY2023;fiscalyearendingMarch31Source(s):AlibabaRevenueofSohufrom2012to2022(inmillionU.S.dollars)RevenueofSohu2012-20222,0001,8001,6001,4001,2001,0008001,894.521,673.081,400.271,067.2924.06862.71835.58749.89733.87690.18673.820196004002000201220132014201520162017201820202021202225Description:ThisstatisticshowstheannualrevenueofSohufrom2012to2022.In2022,Sohuhadgeneratedarevenueofapproximately733.876millionU.S.dollars,andecreasefromaround835.58millionU.S.dollarsinthepreviousyear.

ReadmoreNote(s):China;2012to2022Source(s):SohuCHAPTER

04OnlinevideousersAveragedailytimeconsumingandinteractingwithmediabytheinternetusersinChinaasof3rdquarter2022,bytype(inminutes)TimespentwithmediainChinaQ32022,bytypeAveragetimespentinminutes050100150200250300350UsingtheinternetWatchingtelevision(broadcastandstreaming)Readingpressmedia(onlineandphysicalprint)Usingsocialmedia325173142119ListeningtomusicstreamingservicesPlayinggamesonagameconsoleListeningtopodcasts797263Listeningtobroadcastradio6127Description:Asofthethirdquarterof2022,Chineseinternetusersspentonaveragefivehoursand25minutesperdayusingtheinternet.Theconsumptionofmusicstreamingservicesdecreasedtoonehourand19minutesofdailytimeonaverage,withaweeklyusagerateof36.3percentinthecountry.ReadmoreNote(s):China;Q32022;16-64yearsSource(s):DataReportal;GWI;Hootsuite;Meltwater;WeAreSocialAveragetimespentwatchingonlinevideospermonthinChinafromMarch2020toMarch2023(inhours)AveragemonthlytimespentviewingonlinevideoinChina2020-20231816.81616141210813.813.2136420Mar'20Sep'20Mar'21Sep'21Mar'2328Description:Chineseinternetusersspentanaverageofabout16hoursononlinevideoperpersonduringthespringof2023.inChina,over780millioninternetuserswereactivelyconsumingonlinevideocontentonamonthlybasis.

ReadmoreNote(s):China;March2020toDecember2023Source(s):QuestMobileAveragemonthlytimespentonselectedvideostreamingappsperuserinChinainSeptember2022,byusertype(inhours)MonthlytimespentonmainvideostreamingappsinChina2022Overall19.3Paidusers25201510518.916.313.77.46.86.34.90iQIYITencentVideoMangoTVYouku29Description:InChina,videousersspentanaverageof7.4hoursamonthontheNetflix-likeplatformiQIYI.Whencomparingpaidusers,TencentVideohadthehighestmonthlystreamingdurationat19.3hoursperperson.

ReadmoreNote(s):China;September2022Source(s):QuestMobileDistributionofonlinevideousersinChinaasofSeptember2022,byagegroupAgedistributionofonlinevideousersinChina202240%34.2%35%30%25%20%15%10%5%24.7%23.4%17.8%0%Below24yearsold25to35yearsold36to45yearsoldOver46yearsold30Description:ThegraphshowstheagedistributionofonlinevideousersinChinainSeptember2022.Aboutathirdofonlinevideousersagedbelow24years,representingthelargestusershare.Comparatively,usersover46yearsoldconstitutedthelargestaudiencegroupinshort-formedvideos.ReadmoreNote(s):China;S