Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal at EMARKETER is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

China's Subscription OTT Video Market Is Booming

Nearly 229 million people will watch regularly in 2018

In 2018, close to 229 million people in China will watch video via a subscription streaming service that bypasses traditional distribution, according to eMarketer’s first-ever forecast of subscription over-the-top (OTT) video viewership in the country.

eMarketer expects 37% of digital video viewers in China will watch online content using a subscription OTT video service this year, such as iQiyi, Youku Tudou or Tencent Video.

However, the subscription OTT market is starting to heat up in the country, and eMarketer predicts steady growth in the coming years thanks to investment in homegrown content that has driven up subscriptions.

eMarketer estimates the subscription OTT market in China grew by more than 80% in 2017. By 2019, more than two-fifths of digital video viewers in China will use an OTT service.

"Apart from a constant stream of new and appealing content, factors driving the adoption of subscription OTT include growing internet penetration, faster connection speeds, affordable prices and an increasing willingness to pay for entertainment," said Shelleen Shum, senior forecasting analyst at eMarketer.

"The market is currently dominated by platforms operated by BAT—Baidu’s iQiyi, Alibaba’s Youku and Tencent’s Tencent Video. Though iQiyi currently leads the market, we expect the gap between the three platforms to narrow as investment continues and content strategies evolve," she added.