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Managing Director, Hylink USA
China’s digital landscape has progressed to the point where it is not dominated by advertising and consumers are willing to pay for video content. eMarketer’s Man-Chung Cheung spoke with Humphrey Ho, managing director of digital agency Hylink’s US office, about why digital users developed this behavior, and the opportunity it opens up for advertisers.
eMarketer : What led consumers in China to become willing to pay for digital content such as video, music and games?
Humphrey Ho : First, they want to skip ads. Ads have become longer. For instance, long-form video content has 120 to 180 seconds of video ads. Second, it’s cheap. For comparison, YouTube Red costs $9.99 per month, whereas iQiyi VIP or Youku VIP only costs $2.00 per month. Third, it’s downloadable. Many consumers don’t watch content live. Instead, they download an entire series, allowing them to watch it whenever they’d like. Downloading requires a subscription.
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