OTT Video - China
- China
- In China, revenue in the OTT Video market is projected to reach €75.82bn in 2025.
- Revenue is anticipated to exhibit an annual growth rate (CAGR 2025-2029) of 6.25%, leading to a projected market volume of €96.62bn by 2029.
- The largest market within this market in China is OTT Video Advertising, which is expected to have a market volume of €52.63bn in 2025.
- In a global context, the highest revenue is forecasted to be generated the United States, amounting to €133,300.00m in 2025.
- Within China's OTT Video market, the user base is expected to reach 1,270.0m users by 2029.
- User penetration is projected to be 70.5% in 2025 and is estimated to increase to 89.1% by 2029.
- The average revenue per user (ARPU) in China's OTT Video market is projected to be €75.10 in 2025.
- In China, the OTT video market is experiencing rapid growth, driven by increasing demand for localized content and innovative streaming technologies.
Key regions: United Kingdom, Germany, Asia, South Korea, Japan
Analyst Opinion
The OTT Video market in China is witnessing remarkable expansion, fueled by factors like the surge in internet penetration, growing consumer demand for diverse content, and the rise of innovative advertising models that enhance viewer engagement.
Customer preferences: Consumers in China are increasingly favoring personalized and localized content in the OTT video market, reflecting their desire for relatable narratives and cultural relevance. The rise of mobile viewing, especially among younger demographics, is reshaping content consumption patterns, with short-form videos gaining traction. Additionally, the integration of social features within platforms is fostering community engagement, as users seek to share experiences and recommendations. This shift underscores a broader trend towards interactive and immersive viewing experiences that resonate with evolving lifestyle preferences.
Trends in the market: In China, the OTT video market is experiencing a surge in demand for personalized and localized content, as viewers increasingly seek narratives that resonate with their cultural context. The popularity of mobile viewing, particularly among younger audiences, is driving a shift towards short-form videos that cater to on-the-go consumption. Furthermore, the integration of social features within these platforms is enhancing community engagement, allowing users to share their viewing experiences and recommendations. This evolving landscape presents significant implications for industry stakeholders, as they must adapt to these trends to capture audience loyalty and optimize content strategies.
Local special circumstances: In China, the OTT video market is significantly shaped by the country's vast geographical diversity and rich cultural heritage, which influence content preferences and consumption patterns. Regional variations create demand for localized narratives that resonate with specific audiences, fostering a competitive landscape among providers. Additionally, stringent regulatory frameworks and content censorship necessitate careful navigation by platforms, impacting their content strategies. The rise of mobile internet accessibility further drives consumption trends, particularly among the youth, who favor interactive and engaging short-form videos that enhance their viewing experience.
Underlying macroeconomic factors: The OTT video market in China is influenced by several macroeconomic factors, including rapid urbanization, rising disposable incomes, and increased internet penetration. The national economic health, marked by steady GDP growth, supports higher consumer spending on entertainment, driving demand for diverse video content. Fiscal policies promoting digital innovation and infrastructure development further enhance market accessibility. Additionally, global economic trends, such as the shift towards digital consumption and international collaborations, impact content offerings and competition among providers. These factors collectively shape the landscape and growth potential of the OTT video sector in China.
Methodology
Data coverage:
The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.Modeling approach / Segment size:
The segment size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.Forecasts:
We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.Additional notes:
The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.Visión general
- Revenue
- Analyst Opinion
- Users
- Demographics
- Media Usage
- Key Players
- Global Comparison
- Methodology
- Key Market Indicators