- September 17, 2017
China: Understanding Online Video Consumption at the Programme Level
Comscore recently launched Extended Video in China. This new offering delivers programme-level insights into online video consumption, providing granular data on content viewed, audience composition and engagement across the video ecosystem on a weekly and daily basis. An analysis of the multi-platform and mobile data revealed some key findings:
Smaller audiences can be more valuable for TV drama views
- During the week of 30 January – 5 February 2017, “三生三世十里桃花” led the market in terms of both audience scale and total videos.
- However, despite having the third largest audience, “孤芳不自赏” achieved over 43% more views than “射雕英雄传”, which had a larger audience.
- Other examples of shows that outperformed their viewers ranking were “于成龙”, “微微一笑很倾城” and “乱世丽人行”.
Digital video offers diverse audiences by programme
- Data from the week of 30 January – 5 February 2017 shows how age demographics varied dramatically when consuming digital video content.
- The overall most-viewed show “三生三世十里桃花” was also number one among viewers aged 45+, but only 5th for under 25s.
- In contrast, the most watched show for under 25s “于成龙” did not even make the top 10 for the older demographic.
- Nuanced habits such as these present very actionable consequences for both advertisers and content developers, who can find digital audiences in a granular manner.
The power of online syndication for video
- Whilst exclusive programmes have the power to draw large audiences, the scale and on-demand nature of online distribution means that syndication can yield many views.
- Data from the week of 30 January – 5 February 2017 shows how some syndicated programmes across the web achieved over 4 times as many views as even the most popular exclusive programmes.
- Content owners and advertisers must carefully weigh the value of exclusivity when examining their reach and frequency objectives in a digital world.