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Expansive Over-the-Top

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?
SCORE 4.5
Popularity
Activity
Freshness
Megatrends
Patterns
61,549 Total Clicks
Apr 15 - Jun 16
Average
Pop CultureTechMediaInternetComputers
Featured Examples
Chinese Streaming Services - 'Tmall Box Office' Gives Viewers Access to Chinese and Foreign Content
SCORE 4.9
Average 1,450 Clicks Pub: Jun 3, 16
Chinese Streaming Services
'Tmall Box Office' Gives Viewers Access to Chinese and Foreign Content
Last fall, Alibaba Group launched a Netflix-like streaming service called ‘Tmall Box Office’ in China. With a format similar to the American video service, Tmall Box Office gives Chinese... [More]
Regional Streaming Platforms - Disney and Alibaba Join Forces to Launch DisneyLife China
SCORE 3.9
Mild 535 Clicks Pub: Dec 18, 15
Regional Streaming Platforms
Disney and Alibaba Join Forces to Launch DisneyLife China
The DisneyLife China launch is a subscription streaming service that resulted from a partnership between Disney and Alibaba. Disney chose to leverage the international attention garnered around the... [More]
Digital Distribution Deals - Tencent and Warner Music Group Have Announced a Partnership
SCORE 4.3
Average 1,559 Clicks Pub: Apr 7, 15
Digital Distribution Deals
Tencent and Warner Music Group Have Announced a Partnership
Chinese Internet service provider Tencent and Warner Music Group recently announced a partnership that will see the distribution of the company’s catalog in China. Notably, Warner Music Group... [More]
Pro Wrestling Streaming Subscriptions - The WWE Network is an OTT Service for Fanatics
SCORE 4
Average 481 Clicks Pub: May 21, 15
Pro Wrestling Streaming Subscriptions
The WWE Network is an OTT Service for Fanatics
Launched in the United States in 2014, the WWE Network is an over-the-top streaming subscription that makes accessible both a linear streaming channel and an on-demand library of the brand’s... [More]
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