As of June 2014, the number of China online video users exceeded 439 million. And, the number of mobile video users was 294 million according to data of CNNIC.
According to Tencent’s latest research, China online video users have various needs nowadays. Their habit of paying for online videos is expected to advance in China in 2015.
The research shows 75% of China online video users watch video which indicates great consumption potential in the market.
China online video users watching videos for over one hour accounted for 73.2% in Tencent’s research. 47.5% watch over two hours on a daily basis.
Popular categories of online videos among users are movies, TV play, news, variety live show and so on in 2015. Compared with traditional television, internet users can choose to watch their favorite movies, TV plays with flexibility of forwarding or pause.
Only 25.1% China respondents would like to pay for variety live show videos.
The data indicates the habit of paying for online video is still not developed well in China. Nearly 80% of respondents didn’t pay for online videos. Further, online video providers’ better service may stimulate users’ consumption potential in online video market.
In terms of consumption on online videos, 63.9% respondents would accept spend lower than 20 yuan every month in China.
Among paid users, 85% respondents choose to buy VIP membership directly while 13.4% choose to pay for single online video.
78.4% respondents buy VIP membership on online video official websites.
Most of the online video users who buy VIP membership are attracted by various content of online video.
Many frustrations among users exist after buying VIP membership, such as some videos are not smooth when watching.
Also read: China Online Video Market in 2014
