2021
0
China Online Literature Market Report 2021
2022-01-19T03:04:38+00:00
OX1049351
3695
147006
[{"name":"Media and Marketing","url":"https:\/\/store.mintel.com\/industries\/media-marketing"}]
Report
en_GB
"The online literature market has become a mature mass entertainment and sees slower user growth and high penetration. Looking ahead, maintaining users and motivating active usage will be more important…

China Online Literature Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“The online literature market has become a mature mass entertainment and sees slower user growth and high penetration. Looking ahead, maintaining users and motivating active usage will be more important than recruiting new users. Players need to clarify how different advertising efforts can play a role in user recruitment, retention and activation. Currently, they rely heavily on novel-to-entertainment adaptations for revenue generation. Novel IPs can find diverse ways of commercialisation, such as through virtual idols.”

– Saskia Zhao, Senior Research Analyst

This report will look at the following areas:

  • Digital entertainment usage
  • Active users of web novels
  • Preferences of reading platforms and genres
  • Reading habits
  • The role of variety show sponsorship in the growth of readers
  • How virtual idols based on web novels can join in the marketing of consumer products: beauty and sports

Table of Contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • The market
            • Slow user growth of online literature
              • Figure 1: Web novel readers, 2015-2021
              • Figure 2: Online entertainment users, 2018-2020
            • Growth trajectory of online readers forecast to remain flat
              • Figure 3: Forecast of web novel readers, 2021-2026
            • Paid web novel users will remain a small group
              • Market challenges
                • Figure 4: Number of web novel writers, 2015-2020
              • Key players
                • New platforms grab users by offering free novels
                  • Existing platforms rely heavily on commercialising novel adaptations
                    • The consumer
                      • Web novels are a mainstream online entertainment
                        • Figure 5: Usage frequency of selected online entertainment, 2021
                      • Significant gap in paid service usage between web novels, videos and music
                        • Figure 6: Paying users of online entertainment, 2021
                      • Active readers are not motivated to pay for reading
                        • Figure 7: Read web novels every day, by family structure, 2021
                        • Figure 8: Paying users of web novels, by family structure, 2021
                      • Free novel platforms lead overall penetration…
                        • Figure 9: Platforms for reading web novels, 2021
                      • …while niche platforms see more active readers by responding to preferred genres instead of varied interactions
                        • Figure 10: Read web novels every day, by platforms used, 2021
                      • Familiarity is essential to develop user engagement activities for novel platforms
                        • Figure 11: Reading habits: participation in engagement activities, 2021
                      • Mystery and detective genres are key when targeting a mass audience
                        • Figure 12: Preferred genres, 2021
                      • Novel-to-entertainment adaptation is most popular
                        • Figure 13: Interest in peripheral products, 2021
                      • What we think
                      • Issues and Insights

                        • Web novel-inspired virtual idols in BPC marketing
                          • Figure 14: Brand loyalty: facial skincare and personal care, by favourability towards celebrity endorsement, 2021
                          • Figure 15: Interest in purchase upgrade: facial skincare and personal care, by favourability towards celebrity endorsement, 2021
                          • Figure 16: Buy from the same price tier: facial skincare and personal care products, by favourability towards celebrity endorsement, 2021
                          • Figure 17: Virtual idol AYAYI at the marketing event of Guerlain, 2021
                        • Embrace animated characters from web novels to market sports products to young people
                          • Figure 18: Does fitness or sport at night on workdays, by web novel genre preference, 2021
                          • Figure 19: Does fitness or sport at night on days off, by web novel genre preference, 2021
                          • Figure 20: Doing fitness at home is very helpful to improve mood, by web novel genre preference, 2021
                          • Figure 21: Watch anime and manga, by age, 2021
                        • Variety show sponsorship reels in readers just not loyal ones
                          • Figure 22: Read web novels, by usage of selected types of entertainment, 2021
                          • Figure 23: Read web novels every day, by usage of selected types of entertainment, 2021
                          • Figure 24: Reading habit: always do this, by web novel reading frequency, 2021
                      • Market Size and Forecast

                        • User growth of online literature slows
                          • Figure 25: Web novel readers, 2015-2021
                        • COVID-19 has driven user growth for video-based entertainment
                          • Figure 26: Online entertainment users, 2018-2020
                        • Online literature users forecast to remain flat
                          • Figure 27: Forecast of web novel readers, 2021-2026
                      • Market Factors

                        • Entertainment sees consumer interest
                          • Figure 28: Consumer spending on entertainment, 2021
                        • Supply challenges: maintain abundance and encourage excellence
                          • Figure 29: Number of web novel writers, 2015-2020
                        • Cyber protection for adolescents may put rating system for web novels in place
                        • Key Players

                            • Fanqie Novel adopts multiple initiatives to grow users
                              • Qimao Novel aggressively advertises both online and offline
                                • QQ Reading extracts value from novel IPs
                                  • Zhangyue re-engineers its offerings by tapping into novel adaptation
                                    • Figure 30: Landing page of Yuan Long anime on Bilibili, 2020
                                • Marketing Campaigns

                                  • Metro station posters capture attention of commuters
                                    • Figure 31: Qimao Novel’s metro advertisements in Changsha, 2021
                                  • Web novel platforms sponsor variety shows to gain awareness
                                    • Recruiting readers with short web dramas
                                    • Digital Entertainment Consumption

                                      • Web novels are widely consumed, comparable to short videos
                                        • Figure 32: Online entertainment consumption, 2021
                                        • Figure 33: Usage frequency of selected online entertainment, 2021
                                      • New dads are active readers of web novels
                                        • Figure 34: Read web novels, by family structure, 2021
                                        • Figure 35: Read web novels every day, by family structure, 2021
                                        • Figure 36: Web novels: read every day, by age and gender, 2021
                                        • Figure 37: Read web novels, by city tier, 2021
                                      • Non-readers are lured by internet celebrities’ videos
                                        • Figure 38: Online entertainment usage: every day, 2021
                                      • Radio drama connects web novels, anime and manga
                                        • Figure 39: Read web novels, by usage of other types of online entertainment, 2021
                                        • Figure 40: Watch anime and manga, by usage of other online entertainment, 2021
                                      • Music defines Gen-Z’s entertainment
                                        • Figure 41: Consume online entertainment every day, by age, 2021
                                    • Spending on Online Entertainment

                                      • Web novels attract moderate paid usage
                                        • Figure 42: Paying users of online entertainment, 2021
                                      • Consumer spending on web novels also compelling
                                        • Figure 43: Monthly spending on selected online entertainment, 2021
                                        • Figure 44: Distribution of online entertainment spending, 2021
                                      • New moms are key paid web novel readers and they spend rationally
                                        • Figure 45: Paying users of web novels, by family structure, 2021
                                        • Figure 46: Paying users of web novels, by age and gender, 2021
                                        • Figure 47: Monthly average spending on web novel, by family structure, 2021
                                      • Novels featuring sports entice high spending
                                        • Figure 48: High spenders of web novels, by demographic, 2021
                                        • Figure 49: High spenders of web novels, by preferred genres, 2021
                                    • Platforms for Reading Online Novels

                                      • Leading platforms for free novels dominate penetration
                                        • Figure 50: Platforms for web novels, 2021
                                        • Figure 51: Platforms for web novels, by city, 2021
                                        • Figure 52: Platforms for reading web novels among paying readers, 2021
                                      • Less penetrated platforms boost active daily usage by responding to users’ genre preference
                                        • Figure 53: Read web novels every day, by platforms used, 2021
                                        • Figure 54: Read web novels on JJWXC.net, by age and gender, 2021
                                        • Figure 55: Preferred genres: tanbi, by platforms used, 2021
                                        • Figure 56: Frequency of reading web novels: JJWXC.net, by demographic, 2021
                                        • Figure 57: Read web novels on Qidian.com, by age and gender, 2021
                                        • Figure 58: Preferred genres: fantasy, science fiction and history, by platforms used, 2021
                                        • Figure 59: Frequency of reading web novels: Qidian.com, by demographic, 2021
                                        • Figure 60: Reading habits: always do this, by platforms used, 2021
                                    • Reading Habits

                                      • Web novels trend towards fast entertainment
                                        • Figure 61: Reading habits: content engagement, 2021
                                      • Readers enjoy connecting with authors in a non-commercialised way
                                        • Figure 62: Reading habits: interaction with authors, 2021
                                        • Figure 63: Reading habits of paying users: tip authors, 2021
                                      • User engagement activities should focus on familiarity
                                        • Figure 64: Reading habits: participation in engagement activities, 2021
                                        • Figure 65: Reading habits – Always do this: participation in engagement activities, by reading frequency, 2021
                                        • Figure 66: Reading habits – Always do this: participation in engagement activities, by age, 2021
                                    • Preferred Genres

                                      • Mystery and detective are the most attractive
                                        • Figure 67: Preferred genres, 2021
                                        • Figure 68: Preferred genres, by types of online entertainment consumed, 2021
                                      • Mystery and detective ideal when targeting mass consumers
                                        • Figure 69: Genre preferences: selected genres, by age and gender, 2021
                                        • Figure 70: Genre preferences: gaming, by age and gender, 2021
                                        • Figure 71: Genre preferences: mysteries or detective, by age and gender, 2021
                                      • Retail operators can appeal to male Gen-Zers with innovations inspired by romance novels
                                        • Figure 72: Preferred genres, by age and gender,2021
                                        • Figure 73: Interest in peripheral products, by preference for romantic genre, 2021
                                        • Figure 74: Interest in peripheral products, by preference for youth and campus genre, 2021
                                    • Interest in Peripheral Products

                                      • Book-to-entertainment adaptation is the most preferred
                                        • Figure 75: Interest in peripheral products, 2021
                                      • Role-playing games based on novel adaptations: the true picture
                                        • Figure 76: Interest in peripheral products: role-playing games, by going to shopping malls, 2021
                                        • Figure 77: Interest in peripheral products: role-playing games, by interest in a theme park night tour, 2021
                                        • Figure 78: Interest in peripheral products: role-playing games, by age and gender, 2021
                                    • Appendix – Market Size and Forecast

                                        • Figure 79: Online literature users, 2015-26(fore)
                                    • Appendix – Other Consumer Data

                                        • Figure 80: Calculation of average monthly spending on selected online entertainment, 2021
                                        • Figure 81: Sample size table for consuming online entertainment every day by age, 2021
                                        • Figure 82: Genre preferences, by age and gender, 2021
                                    • Appendix – Methodology and Abbreviations

                                      • Methodology
                                        • Abbreviations

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