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Music and Video Streaming - China - November 2017

“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.”
– Yihe Huang, Research Analyst

This Report looks at the following areas:

  • How can video streaming websites retain consumers after phenomenal hits?
  • How can music streaming websites play their roles in brand communications?
  • How can integrated services retain consumers’ attention?

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Table of contents

  1. 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 people’s 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
                                                                          • Who’s 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 China’s online video streaming market, 2012-22
                                                                                                        • Figure 57: Market volume of China’s 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

                                                                                                          Companies Covered

                                                                                                          To learn more about the companies covered in this report please contact us.

                                                                                                          Music and Video Streaming - China - November 2017

                                                                                                          US $3,990.00 (Excl.Tax)