Brands adapt OTT offerings for the Chinese market
Implications - Marketers looking to build a brand in the Chinese entertainment market are increasingly opting to launch Over-The-Top streaming services that provide exclusive access to content in a form that coincides with media consumption habits in the region. In addition to highlighting how brands will need to adapt strategy to accurately reflect the needs and wants of Chinese consumers, this shift demonstrates the opportunity of marketing entertainment content as a means of introducing a larger brand vision.
Workshop Question - If your brand were to venture into the entertainment space, how might you do so?
Trend Themes
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Chinese OTT Streaming Services — The Chinese entertainment market is increasingly looking for Over-The-Top (OTT) platforms and services for streaming TV shows, movies, and original programming. Entertainment content can be marketed as a means of introducing a larger brand vision.
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International Partnerships — International partnerships between brands targeting new markets are becoming more common in the media and entertainment industries. These partnerships can give customers access to exclusive content and open up new audiences for brands.
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Subscription-based Streaming Services — Subscription-based streaming services are becoming the norm in the media and entertainment industries. Brands are leveraging on-demand and live streaming to build stronger fan communities around engaging and exclusive content.
Industry Implications
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Media and Entertainment — Media and entertainment companies can adapt to target new markets by launching OTT streaming services that provide exclusive access to content.
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Technology — The expansion of OTT streaming services is driving the need for technology-related products and services. Examples of such include hardware and software solutions for streaming, mobile devices, cloud computing, Content Delivery Networks (CDN), and Artificial Intelligence (AI).
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E-commerce — Subscription-based streaming services are also being used as e-commerce tools, driven by the ability to offer exclusive content and upsell related merchandise and events.
4 Featured, 33 Examples:
110,482 Total Clicks
Date Range:
Apr 15 — Jun 16
Trending:
Average
Consumer Insight Topics:
