Streaming, both music and video, are in the early follower phase of consumer adoption in China. While they are still niche consumer segments, their behaviours will become more widely adopted. Chinese consumers in these segments increasingly curate their content, including the extent to which they pay attention to the advertising messages they receive. Chinese streaming consumers are important to advertisers because they are indicative of the behaviours of the growing middle class, complete with more spending power and a taste for international brands. They are also important because they offer key indicators to the growth trajectory of the overall digital consumer market in China.

Companies and Products Mentioned: WeChat, Tencent, Facebook, Facebook Messenger, WhatsApp, Google, UCWeb, Alibaba