Amid unprecedented recessionary headwinds caused by the coronavirus pandemic, China’s total ad spending will downshift considerably, but remain in positive territory at 0.4% growth. This will make it the only national market we cover to see net growth this year. Digital ad spending in China, meanwhile, will grow by 5.0%.

Already No. 1 in ecommerce, China will overtake the US this year to become the world’s largest overall retail market for the first time.

This report explores our latest forecast for time spent with media in China, and how the coronavirus pandemic will impact our forecast for 2020 and beyond.

In a tumultuous year for advertising, every market we cover except China will experience a decline in ad spending, and Google will see its first ever contraction in digital ad revenues.

Retail social commerce sales in China will grow to $242.41 billion (RMB1.675 trillion) this year, accounting for 11.6% of total retail ecommerce sales in the country, according to our latest estimates.

Live streaming commerce—a form of online shopping that is interactive and takes place in real time—is creating new and innovative ways for brands and retailers to connect with consumers. The format has gained wide popularity in China particularly.

China’s online population continues to grow at a healthy clip, despite the rate of expansion naturally slowing due to the now-enormous base effect. We estimate that 914.1 million people in China will be internet users in 2020, which represents 65.6% of the population. This figure should cross 975 million by 2022, even as growth rates decline from 4.5% this year to 3.1% two years from now.