Oct 1, 2024
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Insights
Top Streaming Platforms and Market Trends in China
The Chinese streaming market is particularly fascinating due to its distinctive characteristics that set it apart from other markets worldwide. It is large, highly consolidated, and simultaneously isolated from the rest of the global streaming landscape. Dive into BB Media’s analysis to gain valuable insights into this unique market. Which platforms are currently dominating the Chinese streaming market? In the first quarter of 2024, the top five subscription platforms with the highest penetration rates are all China-based.
Notably, three platforms lead with a market share between 22% and 19% each. When it comes to account sharing, China has the lowest rate in the region. On most platforms, sharing remains stable, ranging between 14% and 17%, with Mango TV standing out at 19%, the highest among the top five.
As observed in numerous countries across the APAC region, Chinese users also display a preference for smartphones when consuming online content. This trend can be attributed to the widespread availability of affordable mobile internet plans. Currently, China Mobile holds the top spot in terms of market share, followed by China Telecom and China Unicom. Streaming platforms looking to enter the Chinese streaming market should consider the dominant use of smartphones, as it could influence the type of content consumed by Chinese users.
The Chinese streaming market holds vast potential for growth. All leading streaming platforms originate from China, and the market’s unique characteristics present both challenges and opportunities. Breaking into this relatively closed market is difficult for international streaming platforms due to stringent regulations requiring partnerships with local media organizations.
Additionally, China’s censorship rules allow the government to remove content deemed immoral, creating further barriers for foreign platforms like Netflix to establish a foothold. However, the closed nature of the Chinese streaming market also indicates promising expansion opportunities, particularly for China-based platforms looking to extend their success regionally and globally.
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