2.42 Bn Yuan Online Video Market Sees Changes

22 May 2013 22 h 09 min Comments Off

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(iResearch, May 21, 2013) Revenue of China online video attained 2.42 billion Yuan in Q1 2013, with a year on year growth of 39.5% and a quarter on quarter drop of 11.0% influenced by decreasing seasonal advertising. As the online video markets are gradually driven by multi-devices, commercialization of mobile internet will affect whole video industry in the future.

China online video revenue maintained stable growth and its sources were diversified.

Online video revenue mainly sourced from advertising revenue, thus video enterprises also sought diversity of business models, which provided multiple value-added services like jointly operated game, E-commerce, show service, play on demand, etc. While pursing contents variety, video enterprises also make more efforts on their service diversification.

Share of browser-based video kept growth by effective duration on PC.

Effective duration of browser-based video outstripped that of client-based video after Q4 2012. Even in Q1 2013, the gap further increased. Although merger and acquisition frequently happened in online video industry, some video enterprises were restricted by capital markets and other factors, and couldn’t make rapid adjustment, finally causing their traffic growth inferior to the overall industry.

Mobile video advertising was waiting for advertisers’ wide acceptance.

In terms of advertisers, advertisers of PC video and mobile video app are slightly different. The traditional advertisers placing advertisements on PC video media in Q1 diminished slightly. In PC online video advertiser rankings by shares of different sector advertisers, internet service advertisers, medical service advertisers and education advertisers ranked the top three. The brand advertisers realized the strong values of mobile videos, and the advertisers from food and drink, transportation and IT industry were head of others in mobile video advertising placement. Mobile video advertisers came from very few industries, obviously less than online video on PC, thus the market have huge room to be explored.

Conclusion: China online video industry experienced fiercer competition in Q1 2013. After taking the advantage on PC, it is expanding to mobile devices and TV. Therefore, the next step of online video industry is developing on different devices.

iResearch analyzes that, video industry still continues merger and acquisition. Following Youku Tudou, many video media have the opportunity to compete for the second. Under the condition that the viewing habits of online video audiences have been developed, merger and acquisition is the express way to take the second place. In addition, along with the coming of mobile internet era, the overall structure of video industry will probably have a subversive change.

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