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Video, both online and on TV sets, is the most popular recreational media in China. As time spent viewing online video surpasses that of TV, understanding how viewers share online video with their peers—a popular practice among those in China looking to be seen as trendsetters—is of growing importance.
According to the December 2011 “Online Video Audience & Media Value” report from media buyer GroupM, online video site youku and local research firm Sinomonitor, the top three ways viewers in China share videos are by IM, weibo microblogs and social networks.
In addition to its easier shareability, online video has a more captive audience—41.3% of online video viewers in China reported watching 4 or more hours of online video per day on weekends, compared to 12.7% of TV watchers. “Online video creates more and different viewing peaks than TV throughout the day,” said Tony Chen, president of GroupM Interaction, in a statement. “[Online video] provides opportunities for advertisers to build closer relations with consumers through interactive content.”
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