Key regions: Asia, United Kingdom, China, Germany, Japan
The Traditional TV & Home Video Market in China is experiencing mild growth, influenced by factors such as evolving consumer habits, competition from digital platforms, and fluctuations in advertising revenue, impacting overall market dynamics and future prospects.
Customer preferences: Consumers in China are gravitating towards on-demand viewing experiences, favoring streaming services over traditional television formats. This shift is fueled by younger demographics who prioritize convenience and personalized content, often influenced by global media trends. Additionally, the rise of mobile viewing options reflects changing lifestyles, with many preferring to watch content on smartphones during commutes. Cultural factors, such as the growing emphasis on family-oriented programming, also shape content preferences, as households seek entertainment that fosters shared experiences.
Trends in the market: In China, the Traditional TV & Home Video Market is experiencing a significant decline as consumers increasingly favor streaming services over conventional broadcast formats. This trend is largely driven by younger audiences who seek flexible and on-demand viewing options, often accessing content through mobile devices. The proliferation of internet-based platforms has shifted viewing habits, leading to a preference for binge-watching and personalized recommendations. As a result, traditional broadcasters face pressure to adapt their content strategies, potentially leading to a consolidation in the industry and a reevaluation of advertising models to engage the evolving consumer base.
Local special circumstances: In China, the Traditional TV & Home Video Market is uniquely shaped by a blend of rapid urbanization and a rich cultural heritage that values storytelling. The vast geographical diversity influences content preferences, with regional languages and themes gaining traction among local audiences. Additionally, stringent regulatory frameworks around content censorship impact what is available on traditional platforms, further pushing viewers toward streaming services that offer a wider array of choices. This shift is compounded by the rise of social media, where younger generations discover and share content, reinforcing their preference for on-demand viewing.
Underlying macroeconomic factors: The Traditional TV & Home Video Market in China is significantly influenced by macroeconomic factors such as economic growth, disposable income levels, and urbanization trends. The country's rapid economic development has led to increasing disposable incomes, allowing consumers to invest more in home entertainment options. Moreover, fiscal policies that promote cultural industries encourage local content production, enhancing viewer engagement. However, global economic uncertainties, such as supply chain disruptions, may impact production costs and content availability. Additionally, as digital platforms rise, traditional markets must adapt to shifting consumer preferences shaped by technological advancements and changing viewing habits.
Data coverage:
The data encompasses B2C enterprises. Figures are based on Traditional TV & Home Video and OTT (over-the-top) Services. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective segment. This spending factors in discounts, margins, and taxes.Modeling approach / Segment size:
The segment size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the segment size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, number of internet users, and internet consumption.Forecasts:
We apply a variety of forecasting techniques, depending on the behavior of the relevant segment. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption.Additional notes:
The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.
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