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Development of China's OTT Online Streaming Platforms

  • ID: 4904370
  • Report
  • January 2020
  • Region: China
  • 34 Pages
  • Market Intelligence & Consulting Institute (MIC)
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In 2019, China's online video service market was led by three platforms: Tencent Video, iQiyi, and Youku. As growth in paid membership has slowed, however, self-made dramas and variety shows have become more popular, and competition has intensified between online video platforms. Over the past two years, with the rise of the state-backed Mango TV, Bilibili has gradually expanded from animated content to a full product line of film and TV services.

Meanwhile, short videos, led by Douyin and Kuaishou, have taken over the industry, impacting video platforms, so the three giants are now under attack from two sides. This report analyzes its potential development strategies and the overall industry's competitive landscape.

List of Topics

  • Development of China's online firm TV market, touching on the online video subscriber base from 2012 to the first half of 2019 and the overall penetration rate
  • Development of iQiyi, Tencent Video, and Youku, touching on their recent developments such as user base and revenues as well as their deployment strategies
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1. China's Online Firm TV Market
1.1 Content Costs Remain High; Fierce Competition Between the Top Three
1.2 Content Payments Finally Surpassed Advertising Revenue But Growth Slowed
1.3 The Rise of Short Video and Direct Broadcast Threatens Platforms

2. iQiyi
2.1 Monthly User Fees Have Limited Room to Grow; iQiyi is Moving into Licensing
2.2 The iQiyi, Apple Park, Integrates Content and Services
2.3 Short Videos Used to Drive Views of Long Videos

3. Tencent Video
3.1 A Fan Economy Integrating Content, Social, and IP Operations
3.2 Multi-pronged Internal Horse Racing Strategy
3.3 Focusing on Interactive Content

4. Youku
4.1 Seeking Growth Momentum after Acquisition and Lower Sales
4.2 Integrated Content, New E-commerce Model, and licensed content sales strategy
4.3 Developing Online Series and Shared Revenue to Integrate the Industry Chain

5. Author's Perspective

Glossary of Terms
List of Companies

List of Figures
Figure 1: The Chinese Online Video Subscriber Base, 2012-1H 2019
Figure 2: Overall User Penetration Rate of Chinese OTT Film TV Platforms
Figure 3. iQiyi's User Base, 2015-2019
Figure 4. iQiyi's Revenues, 2018Q2-2019Q2
Figure 5 iQiyi's Revenue Structure, 2018Q1-2019Q2
Figure 6 iQiyi's 21-Product Matrix
Figure 7 iQiyi's Short and Long Video Model
Figure 8 Tencent Video's User Base, 2017Q4-2019Q2
Figure 9 Tencent's Interactive TV Editing Process

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  • 56.com
  • Alibaba
  • Alipay
  • Baidu
  • Bilibili
  • CR Beer
  • Disney
  • Douyin
  • Ele.me
  • EverShine
  • Hanhoo
  • HBO
  • Hema
  • Hulu
  • iQiyi
  • JD
  • Ku6.com
  • Kuaishou Technology
  • LeTV
  • Mango TV
  • MiGu
  • Nesound
  • Netflix
  • Paopao
  • PPS
  • PPTV
  • QvodPlayer
  • Ruyi
  • Sohu
  • Suning
  • Super X
  • Taobao
  • Tencent
  • Tmall
  • Tudou
  • XTEP
  • Xunlei
  • Youku
  • YouTube
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Primary research with a holistic, cross-domain approach

The exhaustive primary research methods are central to the value that the analyst delivers. A combination of questionnaires and on-site visits to the major manufacturers provides a first view of the latest data and trends. Information is subsequently validated by interviews with the manufacturers' suppliers and customers, covering a holistic industry value chain. This process is backed up by a cross-domain team-based approach, creating an interlaced network across numerous interrelated components and system-level devices to ensure statistical integrity and provide in-depth insight.

Complementing primary research is a running database and secondary research of industry and market information. Dedicated research into the macro-environmental trends shaping the ICT industry also allows the analyst to forecast future development trends and generate foresight perspectives. With more than 20 years of experience and endeavors in research, the methods and methodologies include:


  • Component supplier interviews
  • System supplier interviews
  • User interviews
  • Channel interviews
  • IPO interviews
  • Focus groups
  • Consumer surveys
  • Production databases
  • Financial data
  • Custom databases


  • Technology forecasting and assessment
  • Product assessment and selection
  • Product life cycles
  • Added value analysis
  • Market trends
  • Scenario analysis
  • Competitor analysis