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China: 80% of TV sales in 2015 were Smart TVs

YuMe, the global audience technology company powered by data-driven insights and multi-screen expertise, has announced the launch of its new white paper, 2015 China Connected TV Market Development Blue Book, in partnership with Nielsen CCData and UPOTV.

The Chinese CTV media and advertising industries are seeing rapid growth, with the video audience in China estimated at 439 million people.

“It only took three years after OTT debuted in China to reach significant market spending,” said Octopus Zhang, CEO, Nielsen CCData. “With China being the second largest advertising market in the world, Nielsen CCData strongly understood the need for the global market to have comprehensive insights into critical market research. Through our partnership with YuMe and UPOTV, we were able to produce this new white paper to help guide the global advertising industry on the state of the Chinese digital video marketplace.”

“Knowing that China is such a significant player in the global advertising market, we partnered with Nielsen CCData and UPOTV to produce specific insights that uncover key levers in the Chinese digital video marketplace,” said Michael Hudes, Executive Vice President of Emerging Markets at YuMe.

Key research findings:
– The Chinese digital advertising market is growing steadily. In 2015, 60 million TVs were sold in China, with 80 per cent being Smart TVs, an almost 100 per cent growth rate over 2014.
– CTV provides an improved user experience that has led to the increase of audience scale and stickiness. More content, along with interactive capabilities, have helped living room TV viewing behaviour become an integral part of the lifestyle of families in China.
– Audiences are using CTV at a higher rate than traditional TV, with an average of five times more daily usage across CTV devices. In 2015, data shows Power Up Screen ad formats also became popular, with about 43 per cent of CTV devices turning on more than 7 times per day.
– CTV is leading young viewers back to the television screen. Instead of simply targeting CTV screens, Nielsen CCData announced a new algorithm model of targeting reach beyond screens to individual family members.

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