Streaming Giant
Online streaming, in China, is bigger than ever. Unlike North America and Netflix, China does not have a definite counterpart. Many websites that adopt the “look” of YouTube actually offer full-length TV and movie streaming, but it’s hard to say who actually dominates the market.
This is because consumer behaviour is extremely volatile in this particular market. Consumers are looking for the best video source, whether it’s about HD quality, shorter ads, faster uploads, or even the best subtitles, they usually will only settle for one website based on their criteria, while leaving the rest as alternatives.
Youku.com is one of the biggest and most popular streaming sites in China, and it is also originally inspired by YouTube
Due to such competitive behaviour, streaming sites in China are looking to become more profitable by expanding into the realm of television. Sites such as LeTV and iQiyi are starting to incorporate their own cable boxes (and the giant flat screen TV that comes with it) into the ads they show before videos.
However, the major barrier to entrance for streaming sites is the tight government regulations about what can be aired on TV. While streaming sites can easily buy exclusive rights to video contents from other countries, it is much harder for them to release such shows and movies onto an actual television channel. This is a challenge yet to be overcome by any firm, but definitely a sight to further consider.
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Works Cited
“Youku.com” Luxury Activist. Youku, 2013. Web. 10 Nov. 2013.
“The Chinese Stream.” The Economist. The Economist Newspaper Ltd., 9 Nov. 2013. Web. 10 Nov. 2013.