Market Insights Advertising & Media Media

TV & Video - China

China

In China, revenue in the TV & Video market market is projected to reach €96.34bn in 2024.
Revenue is anticipated to exhibit an annual growth rate (CAGR 2024-2029) of 5.75%, leading to a projected market volume of €127.40bn by 2029.
The largest market within this market is OTT Video, which is expected to have a market volume of €71.03bn in 2024.
In a global context, the highest revenue will be generated the United States, amounting to €259.90bn in 2024.
Within China's TV & Video market market, the number of users is expected to reach 1.2bn users by 2029.
User penetration in this market is projected to be at 77.8% in 2024.
The average revenue per user (ARPU) in China is forecasted to amount to €86.49 in 2024.
In China, the TV and video market is increasingly dominated by streaming platforms, reflecting a shift in consumer preferences towards on-demand content and mobile viewing.

Key regions: China, South Korea, Asia, France, United Kingdom

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Analyst Opinion

The TV & Video market in China has experienced significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Chinese customers have shown a strong preference for online streaming services and video platforms. This shift in preference can be attributed to several factors. Firstly, the convenience of online streaming allows viewers to access a wide range of content at any time and from any location. Additionally, the availability of high-quality original content on these platforms has attracted a large and loyal user base. Furthermore, the affordability of online streaming services compared to traditional cable TV packages has made them an attractive option for cost-conscious consumers.

Trends in the market: One of the key trends in the TV & Video market in China is the rise of mobile video consumption. With the increasing penetration of smartphones and the availability of high-speed mobile internet, more and more Chinese consumers are watching videos on their mobile devices. This trend has been further accelerated by the popularity of short video platforms, which offer bite-sized content that can be easily consumed on the go. Another trend in the market is the growing demand for high-definition and 4K content. As Chinese consumers upgrade their TVs to larger screens with higher resolutions, there is a need for content that can fully utilize these capabilities. This has led to an increase in the production and distribution of high-quality content, including movies, TV shows, and documentaries.

Local special circumstances: China has a unique regulatory environment for the TV & Video market. The government has implemented strict censorship rules and content regulations, which can impact the types of content that are available to Chinese consumers. This has led to the rise of domestic video platforms that produce and distribute content that complies with these regulations. Additionally, the government has also encouraged the development of domestic video streaming services through various policies and incentives, which has further fueled the growth of the market.

Underlying macroeconomic factors: China's booming economy and rising disposable incomes have played a significant role in the growth of the TV & Video market. As more Chinese consumers have the financial means to afford TVs, smartphones, and high-speed internet connections, the demand for video content has increased. Furthermore, the rapid urbanization and increasing penetration of internet services in rural areas have also contributed to the expansion of the market. In conclusion, the TV & Video market in China is experiencing rapid growth due to changing customer preferences, such as the shift towards online streaming services and mobile video consumption. The market is also influenced by local special circumstances, including strict content regulations and government support for domestic video platforms. Additionally, underlying macroeconomic factors, such as China's booming economy and rising disposable incomes, have further fueled the growth of the market.

Methodology

Data coverage:

The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.

Modeling approach / Segment size:

The segment size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.

Forecasts:

We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.