TV - beyondsummits.com€¦ · separate in the future, and high-quality content will be incline to broadcast through Internet platforms. Eventually, the number of TV audience will

TV

© 2016 Beyond Summits

Summary：

• TV media market has tended to be saturated with almost 99% coverage rate in 10 years. However, Chinese are losing their interests in watching TV. The average age of real TV audience is getting older. The biggest proportion of TV audience is constituted by audience aged over 45 years old. The older TV audience are more likely to be heavy TV users.

• In terms of TV programs, Chinese TV content is mainly produced by CCTV and provincial satellite TVs. However, TV production and broadcasting will further separate in the future, and high-quality content will be incline to broadcast through Internet platforms. Eventually, the number of TV audience will decrease. More people will choose to watch videos online instead of on TV.

• Since 2014, the advertising on TV has seen a dropping trend. In the first half of 2015, TV ads even showed a negative increase. CCTV and provincial satellite TVs were still two major platforms for business to place ads into.


2

Summary：

• In 2015，TV programs were mainly broadcasting about TV series, news and various shows，accounting for 57.1% of all programs. The top five provincial TV channels swept most high-rating programs.

• The watching length of TV variety shows had a significant increase in 2015. Hunan Sat-TV variety shows' average rating was the highest in 2015. With the rapid development of variety shows and IP TV dramas, a rising trend of title sponsorship and ads were seen in 2015.

• What users watch on TV is quite similar with what they watch online. TV series, variety shows, movies and news were their favorites.

• Those who watch TV everyday accounted for 57.4%. Watching TV becomes an emotional communication way for families. TV audience will turn to smart phones to connect with Internet friends when watching TV.


3

95.8%96.2%

96.6%97.0%

97.2%97.6%

97.8%98.2%

98.4%98.6%

98.8%

94%

95%

95%

96%

96%

97%

97%

98%

98%

99%

99%

100%

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

TV Program’s Coverage Rate from 2005 to 2015

Source：National Bureau of Statistic

In 2015, TV media’s coverage rate tended to be saturated, close to 99%.


4

168 169

165

161

156

145

150

155

160

165

170

2011 2012 2013 2014 2015

Chinese Daily TV-watching Length (mins) 2011-2015

Source：CSM Rating China TV market review 2015

In the past five years, Chinese people tended to spend less time on TV. As of 2015, daily TV watching length was 156 minutes.


5

239

247 248

252 251 69.5%

68.4%66.6%

64.0%62.3%

50%

55%

60%

65%

70%

75%

200

220

240

260

2011 2012 2013 2014 2015

Chinese Daily TV-watching Length (mins) per Capita and TV Coverage Rate from 2005 to 2015(Loyal Audience)

TV-watching length (mins) per capita Coverage Rate


In the past five years, loyal TV viewers have remained long watching time, but the coverage rate of TV has been declining year by year, and the scale of TV viewers has continued to shrink.


6

7.0%8.5%

15.5%14.9%

21.5%

17.7%

14.9%

80.0 60.0 68.1

87.6

130.0

163.0

177.0

0

50

100

150

200

250

0%

5%

10%

15%

20%

25%

4-14 15-24 25-34 35-44 45-54 55-64 over 65

TV Audience Characteristics by Age in 2015Age Proportion Concentration Rate%

Audience aged over 45 took the largest proportion. In addition, the older audience are more likely to be heavy TV users.

© 2016 Beyond SummitsSource：CSM Rating China TV market review 2015

7

126

86106

134

202

257278

0

50

100

150

200

250

300

4-14 15-24 25-34 35-44 45-54 55-64 over 65

TV Watching Length for Audience of Different Ages in 2015 (mins/day)2013 2014 2015

For the audience under 54 years old, the TV-watching length per capita decreased year by year, while the number of audience aged over 55 were steadily rising.


8

28.7%

33.2%

20.6%

9.0% 8.6%

28.2%

31.7%

21.3%

9.4% 9.5%

0%

10%

20%

30%

40%

CCTV provincial sat-TV provincial non-sat TV

local channels other channels

Viewing Shares from 2013 to 20152014 2015

In 2015, the viewing shares of CCTV and provincial sat-TV channels decreased rapidly, while the ground channels' viewing shares began to rise.

© 2016 Beyond SummitsSource：2015 TV and Video Dual-Screen Report

24.2%

32.3%

24.4%

12.0%

7.1%

24.5%

29.8%

25.4%

12.4%

7.9%

0%

10%

20%

30%

40%

CCTV provincial sat-TV provincial non-sat TV

local channels other channels

Viewing Shares During Prime Time from 2013 to 2015

2014 2015

9

In 2015, CCTV-Comprehensive, Hunan Satellite TV, and CCTV-News(Chinese) still ranked Top 3. But the market shares of the two CCTV channels decreased, while Hunan TV's market share kept increasing significantly.


Channel Market Share in 2014（%） Market Share in 2015（%）

CCTV-Comprehensive 5.2 4.7

Hunan Satellite TV 3.4 4.0

CCTV-News(Chinese) 3.2 3.0

CCTV-Movie 2.6 2.9

Zhejiang Satellite TV 2.3 2.8

CCTV-Variety Shows 2.7 2.6

CCTV-International News 2.6 2.6

Jiangsu Satellite TV 2.5 2.2

CCTV-Sports 2.5 2.2

CCTV-Series 1.9 2.2

Source：2015 TV and Video Dual-Screen Report

10

Compared with other kinds of media, TV has absolute advantages in promoting the brand image and covering more audience.

91%

87%

30%

28%

20%

17%

10%

8%

4%

3%

12%

31%

56%

37%

10%

36%

69%

76%

13%

84%

57%

36%

13%

18%

9%

17%

18%

18%

18%

6%

13%

21%

6%

4%

9%

11%

24%

12%

51%

15%

37%

10%

8%

23%

3%

4%

19%

22%

21%

3%

Enhance The Brand Image

Wider Coverage

Effects Can Be Quantified /Accumulated

Transmission for a SecondTime

High Return On Investment

Strong Ability Of SalesConversion

Accurate Ad Placement

Creative And Flexible

Cheap Price

More Interactive

The Advantages of TV BroadcastingTV Internet Outdoor Radio Print

© 2016 Beyond SummitsSource：CTR Media Intelligence "2016 advertisers marketing trend survey"

11

TV, 37%

Internet (PC), 20%Internet (mobile), 16%

Outdoor, 12%

Print, 4%

Radio, 4%

Other, 7%

Media Buying in 2016

TV was still the most important media for advertisers, who have invested 37% of the total marketing budget into TV ads in 2016.

© 2016 Beyond SummitsSource：CTR Media Intelligence "2016 advertisers marketing trend survey"

12

The total amount of TV ads continued to decline since 2013.

Source：CSM TV Advertising and Competitive

6,045 6,024

5,760

9.6%

-0.5%

-4.6% -6%

-4%

-2%

0%

2%

4%

6%

8%

10%

12%

5,600

5,650

5,700

5,750

5,800

5,850

5,900

5,950

6,000

6,050

6,100

2013 2014 2015

TV Advertising in 2015TV Ads Growth Rate


13

In 2015，The provincial satellite TV ads significantly increased.

49

158

239

59

98

48.2

177.1

235.5

50.0

91.6

0

50

100

150

200

250

300

CCTV Provincial TV Provincial TerrestrialChannels

Provincial Capital CityChannels

Other Channels

TV Ads in 2014 & 2015 (Billion Yuan)2014 2015

© 2016 Beyond SummitsSource：CSM TV Advertising and Competitive

14

In 2015, among the Top 10 provincial TVs, Jiangsu satellite TV kept the leading position in ad placements. The ads placed on Top 10 provincial capital city TVs have dropped to different extent.


Provincial TV

2014 2015

Channel

Ad Placement（billion yuan）

Channel

AdPlacement（billion yuan）

1 Jiangsu Satellite TV 10.67 Jiangsu Satellite

TV 11.27

2 Henan set 10.52 Hubei Satellite TV 10.44

3 Hubei Satellite TV 8.76 Henan set 9.73

4 Dragon TV 8.57 Tianjing Satellite TV 8.8

5 Shandong Satellite TV 8.52 Shandong Satellite

TV 8.77

6 Tianjing Satellite TV 8.18 Zhejiang Satellite

TV 8.57

7 Zhejiang Satellite TV 8.11 Yunnan set 8.55

8 Heilongjiang Satellite TV 7.94 Fujian Southeast

TV 8.17

9 Guizhou Satellite TV 7.87 Heilongjiang

Satellite TV 8.06

10 Anhui Satellite TV 6.53 Hunan Satellite TV 7.85

Provincial Capital City TV

2014 2015

Channel

AdPlacement（billion yuan）

Channel

AdPlaceme

nt（billion yuan）

1 Guangzhou TV Station 8.95 Guangzhou TV

Station 5.35

2 Hefei TV Station 4.76 Kunming TV Station 4.52

3 Kunming TV Station 4.66 Nanjing TV Station 4.21

4 Wuhan TV Station 4.31 Hefei TV Station 4.2

5 Nanjing TV Station 4.25 Changsha TV Station 3.37

6 Xi’an TV Station 3.74 Xi’an TV Station 3.09

7 Zhengzhou TV Station 3.34 Wuhan TV Station 3.07

8 Changsha TV Station 3.22 Zhengzhou TV Station 2.28

9 Taiyuan TV Station 2.34 Hangzhou TV Station 1.96

10 Hai’erbing TV Station 2.03 Nanning TV Station 1.92Source：CSM Rating China TV market review 2015

15

The number of hard-sell TV ads has declined, while the number of ads implanted in the content showed an increase of 30%, indicating the great potential of soft-sell TV ads.

380

5,196

493

4,928

0

1,000

2,000

3,000

4,000

5,000

6,000

Soft-sell Hard-sell

The Number of Hard-sell and Soft-sell TV Ads in 2015 H1 and 2015 H22015H1 2015H2

© 2016 Beyond SummitsSource：Jirang

16

CCTV, 79

Satellite TV, 636

CCTV vs Satellite TV in Ad Placements

In 2015, the local satellite TV channels were preferred by advertisers to place ads.


252

244

315

403

Q1

Q2

Q3

Q4

Ad Placements in Satellite TV Q1-Q4

Source：Jirang

17

TV series, 30.0%

News, 14.1%

Variety, 13.0%Domestic services,

8.2%

Topics, 6.5%

Viewing Shares of Programs in 2015

TV seriesNewsVarietyDomestic servicesTopicsTeensMoviesSportsLegalMusicFinanceDramaEducationOthers

In 2015，the TV programs were mainly about TV series, News and variety shows，accounting for 57.1% of all the programs.


18

In 2015, the provincial TVs relied more on TV series and variety shows to get a high rating. However, CCTV channels focused more on TV series and News.


TV ProgramCCTV Provincial sat-TV Provincial non-sat TV Local channels

broadcast proportion%

viewing proportion%


viewing proportion%


viewing proportion%


viewing proportion%

TV series 13.8 16.5 31.9 39.5 26.9 32.5 26.8 34.9

News 12.1 16.8 8.7 6.6 9.4 16.8 12.4 24.4

Variety 8.8 13.3 7 17.9 6.8 8.8 4.9 5.1Domestic services 6.7 5.3 11.4 8.2 18.7 11.5 19 9

Topics 20 10.5 14.3 4.6 7.3 4 8 5.6

Teens 3.4 5 8.3 6.6 3.4 2.4 2.9 1.8

Movies 4.9 8.9 1.9 1.8 4.9 3.5 1.7 1.3

Sports 10.1 6.2 0.8 0.4 3 2.9 1 0.6

Legal 2.5 2.8 0.6 0.4 1.7 2.4 2 2.4

Music 4.2 2.7 0.6 0.3 0.5 0.1 1.0. 0.2

Finance 2.8 1.7 1.1 0.5 0.8 1.2 0.8 0.4

Drama 1.7 0.7 0.4 0.1 0.8 0.3 0.3 0.5

Education 0.6 0.2 0.1 0 0.3 0 0.3 0

Foreign 0 0 0 0 0.1 0 0 0

其它 8.3 9.3 12.8 13 15.4 13.5 18.8 13.7


19

CCTV-Comprehensive, 17.6%

CCTV-Variety Shows, 10.0%

CCTV-International News, 9.0%

CCTV-Sports, 7.0%

CCTV-Movie, 10.4%CCTV-Series, 8.6%

CCTV-News(Chinese), 10.1%

CCTV-Children, 6.0%

2015 CCTV Channels’ Ratings

CCTV-ComprehensiveCCTV-FinanceCCTV-Variety ShowsCCTV-International NewsCCTV-SportsCCTV-MovieCCTV-Millitary & AgricultureCCTV-SeriesCCTV-DocumentaryCCTV-Science & EducationCCTV-DramaCCTV-Society & LawCCTV-News(Chinese)CCTV-ChildrenCCTV-MusicCCTV-News(English)CCTV-Sports Events

In 2015, among all CCTV channels, CCTV-Comprehensive got the highest rating, followed by CCTV-Movie, CCTV-Variety Shows and CCTV-News(Chinese).


20

6,630

6,340

6,587

6,386

6,980 10.1%

-4.4%

3.9%

-3.1%

9.3%

-5%

-3%

-1%

1%

3%

5%

7%

9%

11%

6,000

6,200

6,400

6,600

6,800

7,000

2011 2012 2013 2014 2015

Variety Shows Watching Length per Capita and Growth Rate from 2011 to 2015Watching length（mins）per capita Growth rate

Source：Analysis on the Rating of Variety Shows in 2015

The watching length of TV variety show had a significant increase in 2015.


21

25.0%

-30%

-20%

-10%

0%

10%

20%

30%

0

5

10

15

20

25

30

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Weekly Watching Length of Variety Shows per Capita and Growth Rate 2011-20152013 2014 2015 growth rate

Due to the fierce competition of TV variety shows in the weekend, some TV channels were forced to broadcast their shows on the weekday, resulting in a substantial increase of ratings on Wednesday.

© 2016 Beyond SummitsSource：Analysis on the Rating of Variety Shows in 2015

22

Audience of different ages preferred different variety shows. Audiences aged under 54 preferred variety shows in provincial TVs, while those aged over 54 year old preferred variety shows in CCTV.


Watching Length（mins）of Variety Shows

Age CCTV Provincial TV Ground Channels Other Channels

4-14 1,128 3,482 659 14

15-24 1,014 2,988 733 27

25-34 1,179 2,886 861 34

35-44 1,775 3,229 1,054 25

45-54 2,894 3,889 1,971 39

55-64 4,383 3,894 2,678 33

Over 65 5,573 3,393 2,352 28

Source：Analysis on the Rating of Variety Shows in 2015

23

Affected by related policy, the rating of variety shows in the provincial satellite channels has increased significantly in 2015.

8.8%

7.0% 6.8%

4.9%

13.3%

17.9%

8.8%

5.1%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

0%

4%

8%

12%

16%

20%

CCTV provincial sat-TV provincial non-sat TV local channels

The Proportion of Variety Shows in All Programs 2014-20152014 broadcast proportion 2015 broadcast proportion 2014 ratings 2015 ratings


24

The variety shows of provincial satellite channels had got the highest ratings in 2015.

32.3%

47.8%

0%

10%

20%

30%

40%

50%

CCTV provincial sat-TV provincial non-sat TV local channels other channels

The Ratings of Variety Shows Broadcasting in Different Channels 2014-20152014 ratings 2015 ratings


25

Hunan Sat-TV variety shows had the highest average rating in 2015.

1.304

0.891

0.655 0.605

0.461

0

0.5

1

1.5

Hunan Satellite TV Zhejiang Satellite TV Jiangsu Satellite TV Dragon TV Beijing Satellite TV

Variety Shows' Average Ratings in the Evening in 2015

© 2016 Beyond SummitsSource：CSM50 4+

26

The variety shows competed fiercely with each other during the golden time of Friday and Saturday, forcing the TV shows to arrange their broadcasting schedule on Wednesday and Sunday.


0.4400.378

0.5120.393

1.181

1.040

0.696

0

0.5

1

1.5

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Viewing TrendsOf TV Variety Shows Per Week

27

24%

12%

20%10%

32%

24%

22%

20%

18%

16%

Shares of Top Variety ShowsOf Different Sat-TVs

Zhejiang SatelliteTV

Dragon TV

Hunan Satellite TV

Jiangsu Satellite TV

Other TV

In 2015, the number of first-tier sat-TV programs rose to 42, accounting for 84%. The proportion of Zhejiang satellite TV and Hunan satellite TV programs remained unchanged, but Zhejiang satellite TV programs got a higher program ranking.

© 2016 Beyond SummitsSource：CSM50 4+，Outer Ring is 2015，Inner Ring is 2014

28

Top 1-20, 65%

Top 21-40, 20%

Top 41-60, 9%

Others, 6%

The Proportion of Views of TOP 200 Sat-TV Variety Shows in 2015

In recent years, Matthew Effect was obviously seen in variety shows. Among the Top 200 Sat-TV variety shows, Top 20 of them have contributed to 65% of the total views.

© 2016 Beyond SummitsSource：Provincial TV variety shows list

29

In recent years, seasonal variety shows are becoming more popular. Among Top 100 sat-TV variety shows, almost 75% of the total views were brought by seasonal variety shows.


Provincial Variety Show TOP100

Daily Broadcast 2.2%

Weekly Broadcast 25.6%

Seasonal Broadcast 72.2%

Source：Provincial TV variety shows list

30

In 2015, there were still diversified kinds of TV variety shows, but the number of outdoor shows have increased significantly.

4 4 4

8

5

6

3

2

4

3

1

2

1 1 1

0 0

1

8

7

6

4 4

3 3 3

2 2 2

1 1 1 1 1 1

00

2

4

6

8

10

The Number of Top 50 Sat-TV Variety Shows by Category 2014-20152014 2015


31

In 2015, almost all the TOP20 evening variety shows were broadcasted by Zhejiang TV, Hunan TV, Dragon TV and Jiangsu TV.


TOP 20 Sat-TV Evening Variety Shows in 2015（CSM50 4+）

Program Channel Ratings（%） Market Share（%）

The Voice of China 4 Zhejiang Satellite TV 4.865 16.01Running Man 2 Zhejiang Satellite TV 4.756 15.55Running Man 3 Zhejiang Satellite TV 4.310 14.43Running Man 1 Zhejiang Satellite TV 3.763 11.39

I am A Singer 3 Hunan Satellite TV 2.723 12.53Xiao Ao Jiang Hu 2 Dragon TV 2.320 7.66

Where Are You Going Dad 3 Hunan Satellite TV 2.262 10.75Happy Camp Hunan Satellite TV 2.195 6.11

Go Fighting Dragon TV 2.151 7.02Challenger Alliance Zhejiang Satellite TV 2.118 6.00

Super Brain 2 Jiangsu Satellite TV 2.102 6.85Up Idol Hunan Satellite TV 2.026 9.76

You Are the One Jiangsu Satellite TV 1.770 5.83Wonderful Friends Hunan Satellite TV 1.699 7.58

Day Day Up Hunan Satellite TV 1.544 4.28Successor Beijing Satellite TV 1.477 4.51

Hidden Energy Zhejiang Satellite TV 1.432 4.48Dad came back Zhejiang Satellite TV 1.430 4.13Fight For Her Jiangsu Satellite TV 1.356 3.95

I Like the Challenge Dragon TV 1.306 6.23

Source：CSM50 4+

32

The title sponsorship for those popular variety shows are becoming more expensive, and are mainly sponsored by advertisers from FMCG industry.


2013-2015 Variety Show Title Sponsorship

Channel Program Quarter Year Fees Title Sponsorship

Hunan Satellite TV I am A Singer S1 2013 60million Liby Laundry LiquidS2 2014 0.235billion Liby Laundry LiquidS3 2015 0.3billion Liby Soap

Hunan Satellite TV Where Are You Going Dad S1 2013 60million 999S2 2014 0.312billion Yili QQ StarS3 2015 0.5billion Yili QQ Star

Zhejiang Satellite TV The Voice of China S1 2012 60million JiaDuoBaoS2 2013 0.2billion JiaDuoBaoS3 2014 0.25billion JiaDuoBaoS4 2015 0.3billion JiaDuoBao

Zhejiang Satellite TV Running Man S1 2014 0.13billion LamandoS2 2015 0.216billion AmbrosialS3 2015 0.338billion Meilishuo

Jiangsu Satellite TV Super Brain S1 2014 60million GioneeS2 2015 0.25billion SATINE

Dragon TV Go fighting! S1 2015 0.12billion TMALL

Source：CSM50 4+

33

With the development of Internet TV, the users return to the living room. On one hand, users can enjoy Internet content through a large screen in the living room; on the other hand, promoted by the Internet TV industry, a large number of users have begun to try some new entertainment in the living room.


The trend of Chinese audience returning to the living room in 2016

Intelligent TV, with more features, more intelligent and controllable.

Users have got used to the internet services, and are more demanding for large screens

With Interactive TV, the user does not have to accept the television program passively.

Habits of using mobile electronic products accelerate the upgrade of electronic devices.

Source：2016 China’s Internet TV Industry Research Report

34

Users who watch both TV and online videos have exceeded 50%，while TV-only audience was less than 45%. TV-only audience will keep decreasing in the future, and there will be more audience who enjoy both media.

TV audience（98%）

TV-only audience（44%）

Online video audience（59%）

Online video only audience（5%）

Both TV and online video viewers（54%）


35

43% 45% 46% 45% 43% 41% 38%

57% 55% 54% 55% 57% 59% 62%

0%

20%

40%

60%

80%

100%

ALL 15-19 20-24 25-29 30-34 34-39 40+

Time Spend on Television and Online Videos in 2015OTV TV

+1% +1% +1% +1% +2% +2% +2%

In 2015, although lots of audience still consumed quite an amount of time on TV, but the time spent on the online videos were rising for users of different ages.


36

41.844.5 45.8 46.6 49.1

52.556.2

16.1

24.028.3

35.641.7

47.452.3

38.5%

53.8%

61.7%

76.4%

85.0%90.2% 93.0%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

20

40

60

80

2012 2013 2014 2014 2016E 2017E 2018E

Smart TV Sales in China from 2012 to 2018Flat-panel TV sales（million） Smart TV sales（million） permeability


In the coming few years, the smart TV will become more popular in China. In 2016，smart TV’s penetration will reach 85%.


37

24.9%

69.7%

75.1%

30.3%

0%

20%

40%

60%

80%

100%

Current User Group Pre-order Group

Smart TV Users and Pre-order Consumers

smart TV other TV

Source：China 's smart TV market research report

Smart TV users accounted for 70% of all the pre-order consumers. Smart TV users increased rapidly with a 27.8% growth rate.


2.4%

27.8%

0%

10%

20%

30%

all smart TV

User Growth Year on Year

38

People aged 19-40 are the most important audience for Internet TV, and most purchasing decisions were made by them.

76.2%

75.2%

44.9%

35.2%

48.7%

37.7%

9.0%

4.6%

67.2%

26.0%

5.2%

1.7%

19-40

over 40

8-18

0-7

China Internet TV Users in 2016All users Users with the longest watching time Buying decision makers

© 2016 Beyond SummitsSource：2016 China’s Internet TV Industry Research Report

39

11.43%

31.67%

25.50%

14.98%

8.69%

7.74%

under 1hour

1-2hours

2-3hours

3-4hours

4-5hours

over5hours

Time Internet Users Spent on TV in 2015

Source：Iresearch

In 2015，netizens preferred to spend about 3 hours on TV. And evening prime time (8 p.m.-10 p.m.) was the peak watching time.


2.4%

11.2%

16.5%

56.5%

62.2%

15.0%

0:00-6:00

6:00-12:00

12:00-18:00

18:00-20:00

20:00-22:00

22:00-24:00

Time Period that the Internet Users Watch TV

40

8.0%13.1% 10.8%

21.8%

9.9%

27.3%

65.9% 67.1%

18.5%8.4%

21.3%

46.4%43.5% 43.9% 46.5%

71.1% 71.3%

31.5%

0%

20%

40%

60%

80%

0:01-7:00 7:01-9:00 9:01-12:00 12:01-14:00 14:01-17:00 17:01-19:00 19:01-20:00 20:01-22:00 22:01-24:00

Time that Users Watch Internet TV in 2016weekend workday

On weekdays, Internet users watch TV mainly at the prime time of the evening, while in the weekends, any time was comfortable for them to watch TV.


41

7.7%

16.8%

21.7%

53.8%

5.1%

18.5%

19.1%

57.4%

Less than 3 days amonth

4-6 days a week

1-3 days a week

Everyday

TV Watching Frequency of Internet Users in 2014-2015

2015 2014

Those who watch TV everyday accounted for 57.4%. Accompanying with family members was the most important reason for Internet users to watch TV. Watching TV becomes an emotional communication.


23.7%

31.8%

42.2%

43.5%

48.9%

49.2%

23.3%

37.0%

43.9%

44.2%

47.1%

52.7%

Learning

See particularprogram

Time-killing

Obtaining Info

Entertainment

Family companion

Why Internet Users Watch TV in 2014-20152015 2014

Source：Iresearch

42

19.7%

20.1%

20.4%

25.8%

26.9%

28.2%

40.1%

45.7%

49.7%

51.9%

Military

Social survey

Music

Sports

Life

Finance

Movie

Variety Show

News

TV Series

What Internet Users Watch on TV in 2015

What internet users watch on TV are quite similar with what they watch online. TV series, variety shows, movies and news were Internet users’ favorites.


19.6%

20.3%

20.7%

20.9%

23.7%

27.4%

34.9%

38.9%

50.8%

52.1%

Music

Documentary

Life

Sports

Finance

Funny video

News

Variety Show

Movie

TV Series

What Internet Users Watch Online in 2015

Source：Iresearch

43

13.9%

30.3%

32.3%

69.8%

Don't Use

Tablet

Desktop Computeror Notebook

Smartphone

Devices Used by Internet Users While Watching TV in 2015

Smart phones were the most commonly used devices when Internet users were watching TV. The major reason is that they need to discuss and comment on programs with the others .


26.5%

27.8%

40.2%

41.2%

48.3%

28.9%

33.1%

39.0%

40.8%

52.2%

Interact withfriends

Discuss withfriends

Selective TVwatching

Avoid TV ads

Habit of usingsmart-phone

Why Internet Users Use Other Devices While Watching TV in 2015

2015 2014

Source：Iresearch

44

Social media has been one of the main channels for Internet users to interact with others when watching TV.


13.1%

13.3%

26.0%

42.0%

55.1%

18.5%

18.6%

24.1%

53.9%

59.4%

By phone

By TV app

By SMS

By QR code

By Weibo/WeChat

How Internet Users Interact with the Others when Watching TV in 20152015 2014

Source：Iresearch

45

5.7%

12.8%

35.4%

45.7%

Focus all attention

don't watch

just have a quickglance

Interested to havea closer look

Internet TV Users' Attitudes Towards Ads in 2016

Most Internet TV users have positive attitudes towards ads to different extent. And most of the users can accept ads of no more than 30 seconds.


9.2%

21.3%

26.0%28.2%

11.0%

2.1% 2.2%

0%

10%

20%

30%

40%

5s 10s 15s 30s 60s 90s 120s

The Length of the Ads That Internet TV Users Can Accept in 2016


46

3.9%

4.9%

9.9%

11.6%

13.0%

18.1%

19.1%

19.5%

Not clear

Once a month

2-3 a month

Once a week

Once every 4-6 days

Once everyday

Several times everyday

Once every 2-3 days

Frequency of App Using for Internet TV Audience in 2016

Not so many Internet TV audience will frequently use mobile apps, and only 37.2% of them will use mobile apps every day.

© 2016 Beyond SummitsSource：2016 China’s Internet TV Industry Research Report

47

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