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More Digital Video Views in China Go Mobile

PC still dominates

August 27, 2013

The PC remains the dominant place where viewers in China watch digital video. But there is no question that mobile is quickly supplanting some of that activity. In September 2012, mobile accounted for only 4.5% of total time spent with digital video in China, according to research from iResearch Consulting Group. Just nine months later, in May 2013, that share had almost doubled to 8.8%.

PC vs. Mobile Share of Time Spent with Digital Video in China, Sep 2012-May 2013 (% of total)

The study found the digital video ad market rose 49% in Q2 2013, compared to Q2 2012. Advertising accounted for about three-quarters of total digital video revenues.

An iResearch Consulting Group study from March 2013 showed the significant devotion web users in China have toward digital video. Time spent viewing videos on the PC reached 5.3 billion hours that month. However, that was down from the 5.4 billion hours spent viewing online video in October 2012.

Monthly Time Spent Viewing Online Video by Online Video Viewers in China, Oct 2012-March 2013 (billions of hours and % change vs. same period of prior year)

Mobile could account for some of this decline. The number of hours spent viewing video on the PC likely decreased as more mobile users looked to their phones and tablets to watch the latest short- and long-form video content.

comScore estimated that 289.9 million residents in China watched online video in December 2012. That is already a substantial audience, and with the addition of mobile viewers, the digital video ad market will continue to see strong growth.

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