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The battle is on among China’s app marketers as the country’s mobile video market heats up. The nation’s approximately 435 million mobile video viewers are driving demand for more mobile video content and services.

“This huge market opportunity is leading to an increasingly competitive environment among the top video apps, as they fight to secure more exclusive content, users and revenue streams,” according to eMarketer.

According to research by Cheetah Lab on the top mobile video apps among Android users in China between March 27 and April 2, a number of well-established firms dominate the sector.

A few well known market leaders are commandeering the sector. For instance, recent Cheetah Lab research showed that Tencent Video’s mobile app had the largest reach at more than 15 percent of Android users and 388 million monthly active users.

Baidu-owned iQiyi—a newly-minted Netflix partner—ranked second with more than 14 percent reach and 369 million monthly active users. Cheetah Lab’s analysis focused on long-form video apps (which distribute content like movies and TV shows), rather than short-form video content.

The battle is on to lock down future revenue streams that may be generated from video services, especially “value-added” services like subscriptions, as well as content licensing. In fact, while subscriptions made up only 3.4 percent of digital video revenues in 2011, that proportion is expected to rise to nearly a quarter of all video proceeds by the close of 2017.

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