Table of Content



1.China’s Online Firm & TV Market

1.1 Content Costs Remain High; Fierce Competition Between the Top Three

1.2 Content Payments Finally Surpassed Advertising Revenue But Growth Slowed

1.3 The Rise of Short Video and Direct Broadcast Threatens Platforms


2. iQiyi

2.1 Monthly User Fees Have Limited Room to Grow; iQiyi is Moving into Licensing

2.2 The iQiyi “Apple Park” Integrates Content and Services

2.3 Short Videos Used to Drive Views of Long Videos


3. Tencent Video

3.1 A Fan Economy Integrating Content, Social, and IP Operations

3.2 Multi-pronged Internal Horse Racing Strategy

3.3 Focusing on Interactive Content


4. Youku

4.1 Seeking Growth Momentum after Acquisition and Lower Sales

4.2 Integrated Content, New E-commerce Model, and licensed content sales strategy

4.3 Developing Online Series and Shared Revenue to Integrate the Industry Chain


5. MIC Perspective

Appendix

Glossary of Terms

List of Companies

List of Figures

Figure 1: The Chinese Online Video Subscriber Base, 2012-1H 2019

Figure 2: Overall User Penetration Rate of Chinese OTT Film & TV Platforms

Figure 3. iQiyi’s User Base, 2015-2019

Figure 4. iQiyi’s Revenues, 2018Q2-2019Q2

Figure 5 iQiyi’s Revenue Structure, 2018Q1-2019Q2

Figure 6 iQiyi’s 21-Product Matrix

Figure 7 iQiyi’s Short and Long Video Model

Figure 8 Tencent Video’s User Base, 2017Q4-2019Q2

Figure 9 Tencent’s Interactive TV Editing Process