How does China internet users reach video? 57.4% entered online video pages via search engine results pages of video content related queries, according to an iResearch study.
46.4% users entered online video websites URLs directly at web browsers. The third popular online video source is via Chinese navigation websites like hao123.com (owned by Baidu), followed by search engine results pages of online video sites’ brand queries.
When it comes to factors that make China online users favor and stick with a specific video websites, “rich and broad content” rank on top, followed by video stream quality (definition) and loading speed. However, 44.9% would stick with one video platform after using it for some time for being used to it.
82.3% users surveyed said they would visit another online video channel if they couldn’t find what they looked for on a specific online video website.
China online video market reached RMB5.43 billion (USD 880 million), an QoQ increase of 38.9% and YoY growth rate of 73.6%.