# Expansive Over-the-Top Brands adapt OTT offerings for the Chinese market. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Jun 6, 2016, updated Jun 9, 2016 | Category: [Pop Culture](https://www.trendhunter.com/pro/category/pop-culture-and-internet-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/expansive-overthetop ## Key Figures - Trend score: 4.0/10 - Evidence articles: 4 ## What is the Expansive Over-the-Top trend? **Expansive Over-the-Top:** 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 7, 2015 to Jun 3, 2016 - Published: Jun 6, 2016 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Artificial Intelligence](https://www.trendhunter.com/megatrend/artificial-intelligence), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Many to Many](https://www.trendhunter.com/megatrend/many-to-many) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Alpha, Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Expansive Over-the-Top trend ### 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. ### 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. ### 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. ## What the Expansive Over-the-Top trend means for industry ### For Media and Entertainment Media and entertainment companies can adapt to target new markets by launching OTT streaming services that provide exclusive access to content. ### For 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). ### For 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. ## Workshop question If your brand were to venture into the entertainment space, how might you do so? ## Trend signals for Expansive Over-the-Top Trend score 4.0 out of 10, from popularity 66%, activity 45%, freshness 8%. - Popularity: 66% - Activity: 45% - Freshness: 8% ## Examples of the Expansive Over-the-Top trend 4 featured examples from Apr 7, 2015 to Jun 3, 2016. - [Chinese Streaming Services](https://www.trendhunter.com/trends/tmall-box-office): 'Tmall Box Office' Gives Viewers Access to Chinese and Foreign Content (Category: Pop Culture) Implication: The launch of Tmall Box Office and other Chinese streaming services represents a disruptive innovation opportunity in the video streaming industry by providing convenient and dive… - [Regional Streaming Platforms](https://www.trendhunter.com/trends/disneylife-china): Disney and Alibaba Join Forces to Launch DisneyLife China (Category: Pop Culture) Implication: The entertainment industry can benefit from offering subscription streaming services with unique content to cater to the growing demand of digital content consumption. - [Digital Distribution Deals](https://www.trendhunter.com/trends/tencent-and-warner-music): Tencent and Warner Music Group Have Announced a Partnership (Category: Tech) Implication: The partnership between Tencent and Warner Music Group presents an opportunity for disruptive innovation in the Internet services industry, as companies explore new ways to distri… - [Pro Wrestling Streaming Subscriptions](https://www.trendhunter.com/trends/wwe-network): The WWE Network is an OTT Service for Fanatics (Category: Tech) Implication: With the growing popularity of streaming services, there is a disruptive innovation opportunity for businesses to enter the entertainment streaming industry and offer unique conte… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Pop Culture - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Makeup Artist Jewelry Collaborations](https://www.trendhunter.com/trends/pandora-x-pat-mcgrath) - [Influencer-Curated Cafe Menus](https://www.trendhunter.com/trends/kit-keenan) - [Pop-Culture WiFi Routers](https://www.trendhunter.com/trends/pop-culture-wifi-routers) All articles: [Pop Culture](https://www.trendhunter.com/popculture)