Content Commerce Insider, the leading source of news and insights into how brands create content to drive revenue, released its new report, Guide to Streaming Platforms in China, detailing the seven leading platforms, emerging industry trends, and expectations for 2020. As the spread of COVID-19 locked down China (and ultimately much of the world), many Chinese citizens found themselves housebound amid the strictly enforced restrictions. Given this, streaming platforms became not only a popular escape for entertainment and games, but also a valuable resource for the latest news about the ongoing pandemic. This resulted in a surge in demand for livestream platforms during this period.
Now, however, as China begins its post-COVID-19 recovery, they’re exploring new ways to continue their reach and popularity during the “new normal” by innovating and experimenting with productions, commerce, and advertising models that could influence China’s vast livestreaming market for years to come. And CCI’s report, which is packed with case studies and profiles of major players in Chinese video streaming, also includes important takeaways for brands on how to create winning strategies for the market in the uncertain year ahead.
The playing field in streaming video is getting crowded. With none of China’s major streaming sites having a market share comparable to Netflix’s 87% in the US, the market consists of more traditional established entities (iQiyi, Youku, Tencent) and newer or more diversified entrants (Mango TV, Bilibili, and Bytedance’s Xigua Video) entrants, each with its relative strengths and weaknesses.
Among the major platforms,