China Insights
English
English

Three sites lead China’s online video market

Zod Fang

Director, GroupM Knowledge

Digital 28.08.2015 / 09:05

Three video sites

iQiyi, Youku, and QQ are dominating OTV market with stiff competition among themselves. iQiyi surpasses Youku and leads the sector.

GroupM's Shan Hai Jin Study undertook a YoY analysis on OTV from consumer perception. The report analysed OTV market by looking into its share (viewed past one week), audience switch among major OTV sites as well as OTV brand image in consumer's perception.

Key takeaways are as below:

• iQiyi overwhelmed Youku and tops China OTV market, especially among younger generation

• QQ (Tencent) is rising, given its potential and recent moves, its prospect this year looks good

• iQiyi, Youku, and QQ are now dominating OTV market with stiff competition among themselves

• Image-wise, major OTV sites are well distinctive from each other whilst Sohu and iQiyi are much alike

OTV Audience Share Y-o-Y comparison

OTV Audience Share Y-o -Y Comparison 

Audience switch situation:

Further looking into audience flow between major OTV players, most combats are among iQiyi and Youku as well as QQ.

Audience Switch Situation 

OTV brand image analysis:

From consumers' mind, major OTV sites are well distinguished from each other whilst iQiyi and Sohu are much alike. In other words, if Sohu gets enough funding, it will become another iQiyi soon.

OTV Brand Image Analysis

Source: GroupM

Editor's notes

* The article originally appeared in GroupM's GMT Media Express, No. 31, August 21, 2015.

* Please subscribe to our newsletter to receive news alerts.

Latest Stories

10 Chinese brands significantly lift loyalty among young consumers. The right celebrity makes a difference.

iPhone 7 and iPhone 7 Plus remain top selling devices, but Chinese brands successfully lift their shares through Chinese New Year promotions.

Convenient stores in China capitalize the trend by launching their branded coffee products.

Tencent’s investment in Tesla should be transformational in the way that we view Chinese brands.

The advent of WeChat Index has offered a new measurement tool for brand owners to keep track of social buzz and measure social marketing effectiveness.

Related Content
Social Network