2016 China Overview – TV
English
TV media market has tended to be saturated with almost 99% coverage rate in 10 years. However, 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. More people will choose to watch videos online instead of on TV.
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2016 China Overview – TV
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.
- 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.
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