China Insights
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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.

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