Group M, Youku and research company Sinomonitor jointly released a research report “Online Video Audience & Media Value” last December; the report showed that instant messager, Weibo and social networks are the top three channels China internet users share online videos.
Other key findings of this report include:
- Time spent on TV drops as online video viewing increases, particularly for those born after-1980, where TV viewing time has dropped 63.3% and viewing frequency 56.4% after using online video sites
- Online video sites complement TV in the areas of viewers, viewing times, and content; the average video viewer watches 3 hours per day, almost twice as much as TV
- Online video viewers showed higher brand awareness, deeper product understanding, higher preference and intention to purchase
Online video presents a huge opportunity for marketers and is becoming a channel marketers targeting Generation Y should not ignore, especially after China ordered a ban on advertisements during TV dramas as part of its reform of cultural activities last November.
