Quick Take: Netizens Increasingly Willing to Pay for Video Content, Survey Finds
Netizens are becoming more willing to pay to view online videos, and are shifting from viewing content on computers to their smartphones, a recent survey found.
Nearly 43% of online video users were paid subscribers to some form of video service by the end of this year — 7.4 percentage points higher than the proportion last year, according to a report published Wednesday by the China Netcasting Services Association, the country’s largest industry organization of online video platforms.
The top two reasons viewers gave for paying for content? Firstly, some content is only available to paid subscribers. And secondly, users want to be able to skip advertisements.
Among paid users, nearly 60% were male, and 89% were younger than 40. A robust 70% said they plan to renew their subscription once it expires.
Viewing habits for all types of videos — paid or unpaid — showed a trend toward gadgets. So far in 2017, 95% of users surveyed watch content on smartphones. While that was only 0.1 percentage point higher than the year before, declines among larger devices were more substantial: use of computers, laptops and tablets fell by 15.7%, 10.4% and 11.4%, respectively.
The report found that advertisers are also growing more willing to open their wallets. Advertising revenue for online video platforms has grown significantly over the past five years, from 9.9 billion yuan ($1.5 billion) in 2012 to 37.5 billion yuan last year, according to the report. That number is expected to reach 49.6 billion yuan this year.
Contact reporter Coco Feng (email@example.com)
May 21 19:59
May 21 17:50
May 21 17:13
May 21 17:46
May 21 15:04
May 21 14:38
May 21 14:30
May 21 11:25
May 21 09:49
May 21 04:01
May 21 04:12
May 20 18:56
May 20 18:10
May 20 16:29
May 20 16:52
- 1Opinion: Jack Ma’s ‘669’ Sex Joke Reinforces Tech’s Culture of Gender Harassment
- 2China Boosts Hydrogen Fuel Cell Investment in Green Energy Push
- 3Jack Ma Faces Backlash for Telling Employees How Often to Have Sex
- 4Huawei to Seek Remedies in Face of U.S. Ban
- 5Huawei Prepares ‘Alternative Chips’ to Cope With U.S. Ban
- 1Power To The People: Pintec Serves A Booming Consumer Class
- 2Largest hotel group in Europe accepts UnionPay
- 3UnionPay mobile QuickPass debuts in Hong Kong
- 4UnionPay International launches premium catering privilege U Dining Collection
- 5UnionPay International’s U Plan has covered over 1600 stores overseas