中国媒体市场前景及投资研究报告-培训课件外文版2024.5

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01OverviewValueoftheentertainmentandmediamarketworldwidefrom2018to2027(intrillionU.S.dollars)Revenueoftheglobalentertainmentandmediamarket2018-20273.02.782.72.622.532.432.52.322.22.031.991.942.01.51.00.50.0201820192020202120222023*2024*2025*2026*2027*4Description:In2022,thevalueofthemediaandentertainmentmarketreached2.32trillionU.S.dollars,experiencingagrowthof5.4percentcomparedto2021.Inthefollowingyearsthegrowthissettoslowdown,butdollarfiguresareexpectedreach2.78trillionbytheendof2027.ReadmoreNote(s):Worldwide;2018to2022;*Forecast.Figureshavebeenrounded.ReadmoreSource(s):Omdia;PwCEstimatedmediarevenueworldwidein2020,bycategory(inbillionU.S.dollars)Globalmediarevenue2020,bycategory450400$40035030025020015010050160$145$135$60$60$45$42$30$30$21$3.5$1.3$1.1$05Description:RevenuefrompayTVandtelevisionadvertisingwillaccountforthemajorityofglobalmediarevenuein2020,withestimatesshowingthatthemediumcouldgenerate400billionU.S.dollarsbytheendoftheyear.Meanwhile,whilsttheaudiobookandpodcastmarketswillcollectivelybringinlessthanfivebilliondollars,thetwocategoriesarebyfarthefastest-growingintheworld.Predictionsshowthattheaudiobookmarketwillbringin3.5billiondollars,markinga25percentincreasefrom[...]

ReadmoreNote(s):Worldwide;December9,2019;allfiguresareestimatesSource(s):DeloitteDigitalValueoftheentertainmentandmediamarketinChinain2022withestimatesuntil2027(inbillionU.S.dollars)ValueoftheChineseentertainmentandmediamarket2022-202735030530028727125524125020015010050227020222023*2024*2025*2026*2027*6Description:In2023,theChineseentertainmentandmediamarketwasestimatedtobevalueatabout241billionU.S.dollars.Thefigurewasexpectedtoexpandbyacompoundannualgrowthrateof6.1percentuntil2027.Chinaisthesecond-largestentertainmentandmediamarketaftertheUnitedStates,contributingalmosttenpercentoftheindustryrevenue.ReadmoreNote(s):China;2022;includesbusiness-to-business,book,magazineandnewspaperpublishing,filmedentertainment,internetaccessandadvertising,out-of-homeadvertising,radio,music,videogamesaswellasTVadvertisingandsubscriptions[...]

ReadmoreSource(s):PwC;BrandindexoflargestnewsmediabrandsinChinaasofAugust2023LeadingnewsmediabrandsinChina2023,basedonbrandindexBrandindexonascale0-1000102030405060708090100People'sDailyCCTV91.390.6HunanTelevisionShanghaiMediaGroupJiangsuTelevisionGuangmingDailyGuangzhouDailyPhoenixMediaTencent90.389.588.587.486.686.284.984.1NetEase7Description:State-ownednewsmediaremainedstronginChina.AsoftheendofAugust2023,People'sDailywastheleadingnewsmediabrandinChina,scoring91.3pointsinabrandindex.ThesecondplacewenttothenationaltelevisionbroadcasterCCTV,followedbyprovincialsatelliteTVstationHunanTelevision.ReadmoreNote(s):China;asofAugust29,2023Source(s):CNPPBrandResearchInstitute;Website()AveragedailytimeconsumingandinteractingwithmediabytheinternetusersinChinaasof3rdquarter2022,bytype(inminutes)TimespentwithmediainChinaQ32022,bytypeAveragetimespentinminutes050100150200250300350UsingtheinternetWatchingtelevision(broadcastandstreaming)Readingpressmedia(onlineandphysicalprint)Usingsocialmedia325173142119ListeningtomusicstreamingservicesPlayinggamesonagameconsoleListeningtopodcasts797263Listeningtobroadcastradio618Description:Asofthethirdquarterof2022,Chineseinternetusersspentonaveragefivehoursand25minutesperdayusingtheinternet.Theconsumptionofmusicstreamingservicesdecreasedtoonehourand19minutesofdailytimeonaverage,withaweeklyusagerateof36.3percentinthecountry.ReadmoreNote(s):China;Q32022;16-64yearsSource(s):DataReportal;GWI;Hootsuite;Meltwater;WeAreSocialCHAPTER

02PrintmediaNumberofnewspapersinChinafrom2011to2021NumberofnewspapersinChinain2011-20212,5001,9281,9181,9151,9121,9062,0001,5001,0005001,8941,8841,8711,8511,8101,75202011201220132014201520162017201820192020202110Description:ThisstatisticshowsthenumberofnewspaperspublishedinChinafrom2011to2021.In2021,thenumberofnewspapersinChinaamountedtoapproximately1,752.ReadmoreNote(s):China;2011to2021Source(s):GAPP(China);NationalBureauofStatisticsofChinaAmountofnewspaperssoldinChinafromJuly2013toJuly2023(inbillions)MonthlysalesvolumeofnewspapersinChina2013-20232.11.91.71.51.31.10.90.70.5Jul

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ReadmoreNote(s):China;July2013toJuly2023Source(s):NationalBureauofStatisticsofChinaLeadingnewspaperbrandsonsocialmediainChinaasofFebruary2023,basedonsocialmediaindexMostpopularnewspaperbrandsonsocialmediainChina2023Socialmediaindex(0-100points)40

50010203060708090100110People'sDailyReferenceNews97.994.7GlobalTimes90.188.7YangtseEveningPostBeijingDaily83.180.2ChinaYouthDailyTheNewYorkTimesYangchengEveningNewsTheNanfangDailySouthernWeekly75.77569.266.512Description:AsofFebruary2023,People'sDailywastheleadingnewspaperbrandinChinaintermsofthenumberoflandingpagevisitsandsocialmediafollowings.ReferenceNewscameinsecondwithabout94.7pointsinthesocialmediaindexfollowedbyGlobalTimes.ReadmoreNote(s):China;asofFebruary2023Source(s):CNPPBrandResearchInstitute;Website()NumberofmagazinepublicationsinChinafrom2011to2021NumberofmagazinepublicationsinChinain2011-202112,00010,17110,19210,18510,08410,13010,1399,96610,0149,8499,8679,87710,0008,0006,0004,0002,00002011201220132014201520162017201820192020202113Description:ThisstatisticshowsthenumberofmagazinepublicationsinChinafrom2011to2021.In2021,theamountofmagazinespublishedinChinawas10,185.ReadmoreNote(s):China;2011to2021Source(s):GAPP(China);NationalBureauofStatisticsofChinaAmountofmagazinessoldinChinafromJuly2013toJuly2023(inmillions)MonthlysalesvolumeofmagazinesinChina2013-202310595.4894.8394.293.4592.84

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'2314Description:ThemonthlysalesvolumeofmagazinesinChinawasdeclininggradually.Inthemostrecentlyreportedmonth,around54.14millionmagazinesweresoldinthecountry,abigcontrastcomparedtothepeakatover100millioncopiesin2012.

ReadmoreNote(s):China;July2013toJuly2023Source(s):NationalBureauofStatisticsofChinaLeadingmagazinebrandsonsocialmediainChinaasofFebruary2023,basedonsocialmediaindexMostpopularmagazinebrandsonsocialmediainChina2023Socialmediaindex(0-100points)30

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500102060708090100110ElleRayli96.893.1CaijingOnlineMagazineVogue9086.684.282.5DuzheCosmopolitanYilin77ChineseNationalGeographyTheNewYorkTimesBanyuetan7368.765.915Description:AsofFebruary2023,ElleremainedtheleadingmagazinebrandinChinaintermsofthenumberoflandingpagevisitsandsocialmediafollowings.ThefemalefashionmagazineRaylikeptitssecondspot,scoring93.1pointsinasocialmediaindex,whereastheformerthirdplaceholderDuzhedroppedtothefifth.ReadmoreNote(s):China;asofFebruary2023Source(s):CNPPBrandResearchInstituteNumberofnewlypublishedbooksinChinafrom2011to2021NumberofnewlypublishedbooksinChinafrom2011-2021300,000262,415260,426255,981255,890255,106247,108241,986250,000200,000150,000100,00050,0000224,762225,253213,636207,5062011201220132014201520162017201820192020202116Description:ThestatisticshowsthenumberofnewlypublishedbooksinChinafrom2011to2021.In2021,thenumberofnewpublicationsinChinaamountedtoapproximately225,253.ReadmoreNote(s):China;2011to2021Source(s):GAPP(China);NationalBureauofStatisticsofChinaSalesrevenueofphysicalbookstoresinChinafrom2013to2022(inbillionyuan)SalesrevenueofphysicalbookstoresChina2013-20224034.434.43433.635302520151053332.130.7621.220.3613.332022020132014201520162017201820192020202117Description:TheretailsalesrevenueofphysicalbookstoresinChinadroppedtothelowestpointintherecentdecade.In2022,China'sbookretailmarketgeneratedasalesrevenueof13.3billionyuanfromthephysicalbookstores,a37percentdeclinecomparedtothepreviousyear.ReadmoreNote(s):Asia,China;2013to2022Source(s):OpenBook;Sohu;Averagedailytimespentonprintedbooks,newspapers,andmagazinesamongadultsinChinain2022(inminutes)AveragedailytimespentonreadingprintedpublicationsinChina2022,bytype2523.1320151055.053.150BooksNewspapersPeriodicals18Description:AccordingtothesurveyonChinesereadinghabitsconductedbetweenOctober2022andFebruary2023,respondentsagedabove18yearsspentonaverageslightlyover23minutesonprintedbooksperday.Meanwhile,35.5percentofadultrespondentshadahabitoflisteningtoaudiobooks.ReadmoreNote(s):China;October2022toFebruary2023;1,104,879respondents;18yearsandolderSource(s):ChineseAcademyofPressandPublication;GAPP(China)CHAPTER

03BroadcastmediaRevenueofradioandtelevisionnetworksinChinafrom2012to2022(inbillionyuan)RevenueofradioandtelevisionnetworksinChina2012-20221,4001,2001,0008001,241.931,148.88921.46810.75695.21607.02600503.98463.46422.632014373.4920134002000326.8820122015201620172018201920202021202220Description:In2022,radioandtelevisionnetworksinChinageneratedarevenueofaround1.24trillionyuan,registeringaneightpercentyear-over-yearincrease.Advertisingcontributedover330billionyuanintheindustryrevenue.

ReadmoreNote(s):China;2012to2022Source(s):NRTA(China)CableradioandTVpenetrationrateinChinafrom2011to2022CableradioandTVpenetrationrateinChina2011-202260%54.82%54.63%54.14%52.75%51.5%49.43%49.01%48.32%50%40%30%20%10%0%46.22%46.23%44.63%2011201220132014201520162017201820192020202121Description:ThisstatisticshowsthepercentageofhouseholdsinChinawithanactivecableradioandTVconnectionfrom2011to2021.In2021,around44.63percentofhouseholdsinChinahadacableradioorTVconnection.

ReadmoreNote(s):China;2011to2022Source(s):NationalBureauofStatisticsofChina;NRTA(China)NumberofradioshowsinChinafrom2010to2021NumberofradioshowsinChina2010-20213,5002,9412,9002,9142,9323,0002,5002,0001,5001,0005002,8252,7822,7412,6862,6342,6372,59002011201220132014201520162017201820192020202122Description:ThestatisticshowsthenumberofradioshowsinChinafrom2011to2021.In2021,therewere2,941radioshowsbroadcastedinChina.

ReadmoreNote(s):China;2010to2021Source(s):NationalBureauofStatisticsofChina;NRTA(China)BrandindexoflargestradiostationsinChinaasofMay2023LeadingradiostationsinChina2023,basedonbrandindexBrandindexonascale0-1000102030405060708090100ChinaNationalRadio(CNR)ChinaRadioInternational(CRI)RadioGuangdongRadioShanghai91.790.99089.188.287.387.286.385.484.5RadioBeijingRadioJiangsuRadioZhejiangRadioHebeiRadioTianjingRadioHunan23Description:AsofMay5,2023,thestate-runChinaNationalRadiowastheleadingradiostationinChina,scoring91.7pointsinaradiobrandindex.Whenitcomestosocialmediafollowings,ChinaNationalRadiowassecondafterRadioHunan.ReadmoreNote(s):China;asofMay5,2023Source(s):CNPPBrandResearchInstitute;Website()NumberofTVshowsinChinafrom2011to2021NumberofTVshowsinChina2011-20214,0003,6093,6033,6133,5593,4933,4423,3703,3533,3603,5003,0002,5002,0001,5001,0005003,3293,25002011201220132014201520162017201820192020202124Description:ThisstatisticshowsthenumberofTVshowsinChinafrom2011to2021.In2021,therewere3,613TVshowsbroadcastinginChina.ReadmoreNote(s):China;2011to2021Source(s):NationalBureauofStatisticsofChina;NRTA(China)AveragedailytimespentwatchingtelevisioninChinain2022,bygenre(inminutes)AveragetimespentperdaywatchingTVinChina2022,bygenreAveragedailyusageinminutes30

400102050607080TVdramasNews71.549.9VarietyshowsMovies24.916.214.413.513.3DocumentariesSportsKids'programsFeatureprogramsDailyservices8.3725Description:In2022,TVviewersinChinaspentanaverageofonehourand12minutesonwatchingTVdramasonadaybasis.NewswasthesecondmostpopularTVprogramgenrewithanaveragedailyviewingtimeof50minutes.Varietyshowsandmoviesfollowedwithawidemargin.ReadmoreNote(s):China;2022Source(s):199IT;Website()BrandindexoflargesttelevisionstationsinChinaasofMay2023LeadingTVstationsinChina2023,basedonbrandindexBrandindexonascale0-1000102030405060708090100ChinaCentralTelevision(CCTV)HunanTelevision91.790.6DragonTelevision90.189.5BeijingTelevisionZhejiangTelevisionJiangsuTelevision88.78886.5868584.8PhoenixTelevisionGuangdongTelevisionShenzhenTelevisionShandongTelevision26Description:AsofMay5,2023,theChinesestate-runtelevisionbroadcasterCCTVwastheleadingtelevisionstationinChina,scoring91.7pointsinabrandindex.ThesecondplacewenttoHunanTelevision,aprovincialTVchannelfamousforitsrealityandvarietyshows.ReadmoreNote(s):China;asofMay5,2023Source(s):CNPPBrandResearchInstitute;Website()CHAPTER

04Movies&videosBoxofficerevenueinChinafrom2012to2022(inbillionyuan)BoxofficerevenueinChina2012-20227064.2760.98605040302010055.9147.2645.7144.0730.0729.6421.77201320.42202017.0720122014201520162017201820192021202228Description:In2022,China'sannualboxofficerevenueamountedto30billionyuan,stillnotyetbouncedbacktothepre-pandemiclevelin2019.Thepandemicimpactcanbelong-lastingandsubstantial,asmanyChinesemoviefanshaveswitchedtovideostreamingservicesduringthelockdownandarestillcautiousaboutvisitingcinemas.ReadmoreNote(s):China;2012to2022Source(s):ChinaDailyNews;ChinaFilmAdministrationNumberofmoviesshowninthecinemasinChinafrom2012to2022NumberofmoviesreleasedinChina2012-20227006126076005004003002001000559464433366325326169110652012201320142015201620172018201920202021202229Description:In2022,therewere326moviesshowninthecinemasinChina,backtothelevelin2020whenthecoronaviruspandemicstarted.Domseticmovietitleshavebeenincreasinglypopularwhilethemarketshareofforeignmovieshasbeendecreasinggraduallyduetostrictpolicieslimitingfilmimports.ReadmoreNote(s):China;2012to2022Source(s):Sohu;Website()AveragenumberofmovieswatchedamongmoviegoersinChinafrom2017to2022AveragenumberofmovieswatchedinChina2017-20223.53.062.92.883.02.52.01.51.00.50.02.431.881.7320172018201920202021202230Description:In2022,Chinesemoviegoerswatchedanaverageof1.88moviesincinemas,showingasignificantdropcomparedtothepeakin2018.Duetothecoronaviruspandemic,theChinesecinemaindustrytookahardhitasthenumberoffilmtitlesdeclined,alongwithawidescaleofcinemaclosuresthroughouttheyear.ReadmoreNote(s):China;2017to2022Source(s):199IT;MaoyanLeadingmovietheaterchainsinChinain2022,byboxofficerevenue(inbillionyuan)LeadingmovietheaterchainsinChina2022,byboxofficerevenueRevenueinbillionyuan2013456WandaCinemaLineChinaDigifilmCinemas5.162.42.39GuangdongDadiDigitalCinemasShanghaiFilmCinemas2.15ChinaFilmSouthern2.13HengdianWorldCinemas1.331Description:Watchingfilmsisawidelyenjoyedformofrecreationwithseveraltechnologicaladvancementshavingoccurredovertheyears.Chinahasinvestedheavilyinitsfilmandcinemaindustrytocatertotheneedsofmoviebuffsandbeforethepandemicin2019,therewereabout50theaterchainsinChina.WandaCinemaLinewasleadingthemarketwithaboxofficerevenueofalmost5.2billionyuanin2022,followedbyChinaDigifilmCinemaswith2.4billionyuan.ReadmoreNote(s):China;January1toDecember29,2022Source(s):Maoyan;S;Varioussources(1903.com;NewMediaCenter)MarketrevenueofOTTvideosinChinain2021withforecastsuntil2026(inbillionU.S.dollars)MarketrevenueofOTTvideoservicesinChina2021-2026181616.215.114.071413.1112.2211.3912108642020212022*2023*2024*2025*2026*32Description:In2021,over-the-top(OTT)videoservicesgeneratedarevenueofaround11.4billionU.S.dollarsinChina.Themarketwasestimatedtoincreasebyacompoundannualgrowthrateof7.3percentbetween2021and2026.

ReadmoreNote(s):China;2021and2019;*Forecast.TheSource(s):PwC;estimateisbasedonvaluesin2026andthecompoundannualgrowthratefrom2021to2026of7.3%,whichwereprovidedbythesource.Anexponentialdevelopmentofthemarketwas[...]

ReadmoreAveragetimespentwatchingonlinevideospermonthinChinafromMarch2020toMarch2023(inhours)AveragemonthlytimespentviewingonlinevideoinChina2020-20231816.81616141210813.813.2136420Mar'20Sep'20Mar'21Sep'21Mar'2333Description:Chineseinternetusersspentanaverageofabout16hoursononlinevideoperpersonduringthespringof2023.inChina,over780millioninternetuserswereactivelyconsumingonlinevideocontentonamonthlybasis.

ReadmoreNote(s):China;March2020toDecember2023Source(s):QuestMobileMonthlyactiveusersofleadingonlinevideoappsinChinaasofJuly2023(inmillions)MonthlyactiveusersofleadingonlinevideoappsinChina2023Numberofmonthlyactiveusersinmillions150

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300050100350400450443500TencentVideoYouku421413iQIYIMangoTVBilibili12489HuaweiVideoMiguVideoSohuVideo360Kan7039392115BaiduVideo34Description:AsofJuly2023,TencentVideowastheleadingonlinevideoappinChinawithabout443millionmonthlyactiveusers,down2.4percentcomparedtoDecember2022.Youkutrailedwith421millionactiveuserswhileiQIYIbecamethethirdplacewith413millionactiveusers.Shortvideoapps-oneofthedrivingforcesinChina'sonlinevideoindustry-werenotincludedinthisranking.ReadmoreNote(s):China;asofJuly2023;excludesshortvideoappsSource(s):iiMediaResearchCHAPTER

05OthersegmentsMusicindustryrevenueandYoYgrowthinChinafrom2015to2020withaforecastfor2021MusicindustryrevenueinChina2015-2021RevenueYoYgrowth4504009876543210418.6403.9395.18374.87.8325.3347.16.735030025020015010050301.85.95.43.62.202015201620172018201920202021*36Description:In2020,China'smusicindustryrevenueamountedto404billionyuanandwasprojectedtoincreaseby3.6percentin2021.ThenumberofmobilemusicusersinChinawouldreach689millionbytheendof2021.

ReadmoreNote(s):China;2015to2020;*Estimate.Oneyuanequalsapproximately0.16U.S.dollarsand0.14euros(asofApril2022).Musicindustryreferredtomusicaudio,musicshows,digitalmusic,musicSource(s):Analysys;Varioussources(MusicIndustryAnalysisDevelopmentCenter(CommunicationUniversityofChina))managementandoperation,karaoke,[...]

ReadmoreMarketsizeofdigitalmusicindustryinChinafrom2018to2021withanestimatefor2022(inbillionyuan)MarketvalueofdigitalmusicinChina2018-20226050403048.2742.8935.7325.0219.582018201002019202020212022*37Description:In2022,thedigitalmusicindustryinChinawasestimatedtogenerateatotalrevenueof48billionyuan,postinga13percentgrowthcomparedtothepreviousyear.Userpayments,advertising,andoperationsarethemainrevenuesourcesofdigitalmusicplatformsinChina.ReadmoreNote(s):China;2018to2021;*Estimate.Oneyuanequalsapproximately0.15U.S.dollarsand0.13euros(asofApril2023).Figuresincludedrevenuefromuserpayment,suchasmembership,musicpayment,anddigitalalbum.

ReadmoreSource(s):iiMediaResearchBoxofficerevenueoflivemusicinChinafrom2012to2021withestimatesuntil2022(inbillionyuan)LivemusicboxofficerevenueinChina2012-20226.05.04.84.54.14.03.02.01.00.03.63.22.82.50.720152016201720182019202020212022*38Description:China'slivemusicsectorwassettorecoverto2.8billionyuaninboxofficerevenuein2022,only55percentofthepre-pandemiclevel.Livemusiccontributedone-fifthoftheperformanceandconcertmarketinChina.

ReadmoreNote(s):Asia,China;2012to2021;coveringlivemusicshows,concerts,musicfestivals,andofficiallivestreamshows;*Estimate.Oneyuanequalsapproximately0.141U.S.dollarsand0.14euros(asofMarch2023).

ReadmoreSource(s):CIC;TotalrevenueofvideogameindustryinChinafrom2008to1sthalf2023(inbillionyuan)VideogamingrevenueinChina2008-H12023350300250200150100296.51278.69265.88230.88214.44203.61165.57144.26140.7114.48201483.17201360.28201244.6150033.326.28200918.5620082010201120152016201720182019202020212022H1202339Description:Inthefirsthalfof2023,China'svideogamingindustryreportedatotalrevenueof144billionyuan,representinga2.4percentdropcomparedtothesameperiodinthepreviousyear.Amid