iPinYou's latest analysis of the Chinese Connected TV (CTV) ecosystem, conducted in November 2024, shows that in China, CTV advertising is separated between Hardware and video apps, both with similar user adoption and scale for biddable CTV campaigns. With over 2 billion daily bid requests, we will examine the key players and some of the content driving CTV growth for Advertisers in China.
Tencent Video (APP) and Skyworth (Hardware) are the channel leaders with over 400m combined daily bid requests. Tencent video hosts some of China's leading Dramas such as Love Game in Eastern Fantasy (永夜星河) drawing comparison with Netflix's Bridgerton but set in a parallel universe! China has many period dramas such as Empresses in the Palace (甄嬛传) which are popular amongst the silver generation but have never resonated with modern urban youth. Love Game in Eastern Fantasy has found a way to connect Gen-Z and millennial audiences to the period drama genre with huge success on the Tencent video platform.
Tencent also offers many up to date real life dramas which are highly relatable to Chinese audiences today. "Later, I Laughed" (不讨好的勇气) and "Our Days" (好团圆) detail how Gen-Z and Millennial Women navigate work, play and relationships in modern China, another big hit for Tencent Video. Recently CCTV (China Central Television) has released their CTV APP Yangshipin which is now available to be accessed programmatically providing users with more video content that used to be exclusive to linear broadcasts.
From a CTV hardware perspective, Skyworth products deliver the latest innovation in Smart TV entertainment with very affordable costs along with integrations with all CTV APPs, making it the hardware market leader. HiSense has recently introduced its AI-powered operating system called VIDAA which provides tailored recommendations and Smart home integrations to allow users to control home devices while watching their favorite shows.
The iPinYou DSP allows advertisers to target households with over 45 targeting segments across all of the CTV APP and Hardware providers in China. From creative sequencing to frequency control and 3rd party reporting if you are looking to bring more effectiveness and efficiency to your CTV or Linear broadcast advertising strategy in China, feel free to get in touch with your local iPinYou team.
