Music and Video Streaming - China - November 2017

Music and Video Streaming - China - November 2017

Nov 2017 Mintel MediaN/A Price :
$ 3990
Holding a considerable user base, video and audio streaming service operators are now facing the challenge of converting free users to paid users, preferably long-term subscribers. For video streaming, exclusive contents and interactive features are key drivers for payment, while for music streaming, social features and professional recommendations can help players win.
Table of contents

OVERVIEW
What you need to know
Covered in this Report
Excluded
EXECUTIVE SUMMARY
The market
Video and music streaming market maintains a considerable user base
Figure 1: Video streaming service user base, China, 2012-22
Figure 2: Music streaming service user base, China, 2012-22
The number of paid users sees a booming growth, along with more spending on streaming services
Figure 3: Paid streaming subscriber base, 2015-17
Changes regarding regulations and streaming habits help the market to grow
Companies and brands
Chinese internet giants are behind streaming operators, especially in video streaming market
Compete via exclusiveness and adapting to users everyday life needs
Innovations to cater to users needs and keep up with cutting-edge technologies
The consumer
Rapid growth of short video streaming and promising profits from content sharing observed
Figure 4: Penetration rate of video websites, August 2017
Figure 5: Penetration rate of audio websites, August 2017
Switching between operators for exclusive contents or unique experience
Figure 6: Video websites usage preference, August 2017
Figure 7: Audio websites usage preference, August 2017
Subscription plan is popular for its effortlessness
Figure 8: Payment preference, by service type, August 2017
Timely release and social functions regarded as essential offering when streaming videos
Figure 9: Video streaming habits, August 2017
Majority of consumers stream short videos for relaxation purposes, while younger generation see it as normal leisure activity
Figure 10: Reasons for watching short videos, August 2017
Professional recommendations and playlists play an imported role
Figure 11: Music streaming habits, August 2017
What we think
ISSUES AND INSIGHTS
How can video streaming websites retain consumers after phenomenal hits?
The facts
The implications
How can music streaming websites play their roles in brand communications?
The facts
The implications
How can integrated services retain consumers attention?
The facts
The implications
THE MARKET WHAT YOU NEED TO KNOW
Growing music and video streaming users
Subscription becomes a key source of revenue
MARKET SIZE AND FORECAST
Video streaming market sees healthy growth owing to exclusive content
Figure 12: Video streaming penetration, 2012-17
Figure 13: Video streaming service user base, China, 2012-22
Music streaming service is stabilising after slight slip in 2016
Figure 14: Music streaming penetration, 2012-17
Figure 15: Music streaming service user base, China, 2012-22
Paid streaming services are embraced by increasing amount of consumers
Figure 16: Paid streaming subscriber base, 2015-17
Figure 17: Paid streaming subscription market value, 2015-17
MARKET FACTORS
Accessible data plan creates the need for streaming on more occasions
Figure 18: Worry-free video streaming plan from China Unicom
Regulations protecting copyright may bring more paid users
Development of mobile payment simplifies purchase of streaming service
Indirectly taking payments from peoples wallet
KEY PLAYERS WHAT YOU NEED TO KNOW
Tencent plays a vital role in the music and video streaming business
Social, mobile, differentiation and productivity are key themes to stay competitive
Future technology innovation highlights
MARKET SHARE
Leading video streaming websites are from internet giants BAT (Baidu, Alibaba and Tencent)
Figure 19: Paid video streaming subscriber base, by brand, million, 2015-17
Tencent Music Group dominates music streaming service
Figure 20: Paid music streaming subscriber base, by brand, million, 2015-17
COMPETITIVE STRATEGIES
Making streaming a part of social life
Fitting into new usage occasions and needs
Differentiating by distinctive offerings
Figure 21: Independent musician promotion platform
Capitalising upon contents that drive everyday productivity
Beyond media content, more could be offered
WHOS INNOVATING?
Flexible streaming experience
Further development on VR
Acquiring users from competitors
Global innovation highlights
THE CONSUMER WHAT YOU NEED TO KNOW
Content sharing services are relatively new but promising
Paid users are willing to switch between websites
Subscription model is considered a win-win, while some consumers are reluctant to be tied
Male users keen on posting comments and females value timely new content when streaming videos
Short videos for killing time and relaxation
Smart recommendations and professional playlists are attractive to paid music users
USAGE PENETRATION
Short video streaming sees rapid growth regarding penetration
Figure 22: Penetration rate of video websites, August 2017
Audio streaming industry see more varieties getting popular
Figure 23: Penetration rate of audio websites, August 2017
Content sharing services show potential on conversion
Figure 24: Paid user conversion rate (proportion of paid users amongst all users), August 2017
Child status and education level show influence on purchase behaviour
Figure 25: Paid video streaming service usage, by presence of children in household, August 2017
Figure 26: Paid streaming service usage, by education level, August 2017
WEBSITES PREFERENCE
Video websites differentiate themselves by content
Figure 27: Video websites usage preference, August 2017
Consumers are comparatively more loyal to audio websites, especially the young
Figure 28: Audio websites usage preference, August 2017
Figure 29: Audio websites usage preference, by age, August 2017
Paid users tend to leverage various services
Figure 30: Video websites usage preference, by user segment, August 2017
Figure 31: Music websites usage preference, by user segment, August 2017
PAYMENT PREFERENCE
Subscription plan is welcomed for video websites, on-demand payment is welcomed for audio websites
Figure 32: Payment preference, by service type, August 2017
Younger generations prefer monthly subscription plans over full-year plans
Figure 33: Video websites payment preference, by age, August 2017
Figure 34: Audio websites payment preference, by age, August 2017
Non-paid video users may be attracted by on-demand payment
Figure 35: Music websites payment preference, by user segments, August 2017
Figure 36: Video websites payment preference, by user segment, August 2017
VIDEO STREAMING HABITS
Consumers are eager for immediate access to new episodes
Figure 37: Video streaming habit, watching preference, August 2017
Many consumers see video streaming as part of their social lives
Figure 38: Video streaming habit, social behaviour, August 2017
Figure 39: Video streaming habit, social behaviour (comments), by age, August 2017
Figure 40: Video streaming habit, social behaviour (reviews and sharing), by age, August 2017
Younger consumers are more likely to download video content
Sharing self-made video and watching overseas content are niche
Figure 41: Video streaming habit, accessing overseas content, by education levels, August 2017
Paid users are more actively using various video streaming services
Figure 42: Video streaming habit, by user segment, August 2017
REASONS FOR WATCHING SHORT VIDEOS
Majority of people see short videos as time killers
Figure 43: Reasons for watching short videos, August 2017
Younger generation are in favour of short videos as content carriers
Figure 44: Reasons for watching short videos (curious, fun), by age, August 2017
MUSIC STREAMING HABITS
Consumers are actively seeking audio contents
Figure 45: Music streaming behaviour, August 2017
Social functions are particularly important in music streaming
Figure 46: Music streaming behaviour, socialising, August 2017
Figure 47: Nongfu Spring x NetEase Music collaboration, September 2017
Music is accompanying many consumers lives and works
Paid users engage more on music consuming
Figure 48: Music streaming behaviour, by consumer segment, August 2017
Monthly subscribers search more actively while also appreciating recommendations
Figure 49: Percentage of consumers who agree that monthly subscription is the most appealing payment option for music streaming CHAID Tree output, August 2017
MEET THE MINTROPOLITANS
Mintropolitans actively using new services
Figure 50: Proportion of MinT vs Non-MinT users amongst different streaming services, August 2017
Mintropolitans are willing to switch services for desired content
Figure 51: Streaming usage preference, by consumer classification, August 2017
Mintropolitans are not fans of on-demand purchase and point redemption
Figure 52: Streaming service payment preference, by consumer classification, August 2017
Mintropolitans are eager to express themselves while streaming videos
Figure 53: Video streaming habits, by consumer classification, August 2017
Mintropolitans watch short videos for more serious purposes
Figure 54: Reasons for watching short videos, by consumer classification, August 2017
Mintropolitans weigh more personal and tailored contents when using music streaming services
Figure 55: Music streaming habits, by consumer classification, August 2017
APPENDIX MARKET SIZE AND FORECAST
Figure 56: Market volume of Chinas online video streaming market, 2012-22
Figure 57: Market volume of Chinas online music streaming market, 2012-22
Figure 58: Key drivers for using paid video streaming websites, August 2017
APPENDIX METHODOLOGY AND ABBREVIATIONS
Methodology
Fan chart forecast
Abbreviations

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