What’s Inside

The China coverage in the Global Media Intelligence (GMI) Report includes poll results from internet user respondents in H1 2024 conducted by GWI. Click here to view the charts for these metrics:

• Average time spent with media 
• Video-on-demand (VOD) viewers 
• Social media/messaging users 
• Digital audio listeners 
• TV viewers 
• Traditional media users 
• Vlog/influencer viewers 
• Creator/influencer membership site users 
• Device ownership 
• Smart TV owners 
• Smartphone and tablet owners 

China in Perspective

Media consumption in China is distinct from other countries in the GMI Report. It’s a product of homegrown digital giants that dominate the service landscape and government policy that steers consumers away from international influences.

Time spent with media was noticeably down YoY in China in 2024, possibly because of increasing domestic tourism within the country and an embrace of the outdoors following extended pandemic-related lockdowns.