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A competitive analysis of original content on Chinese video streaming websites
Thesis   Open access

A competitive analysis of original content on Chinese video streaming websites

Aoran Yang
Master of Science (M.S.), Drexel University
01 Jun 2015
DOI:
https://doi.org/10.17918/etd-6487
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Abstract

Television--Management Streaming video--Web sites--China Television programs--Ratings--China
In the first 15 years of the 21st century, the Chinese video industry continued growing and evolving at a rapid pace. With the changes in the video streaming market, producing original content became a hot topic within major video streaming websites. This study provided a competitive analysis of Chinese video streaming websites. The research applied a comparison study to understand the differences of original content on Chinese video streaming websites. A survey about the online audience's using habits, attitudes toward original contents and ads on video streaming websites was conducted. SWOT analyses in this research also provided an overall understanding of the competitiveness of major video streaming websites. Facing diverse internal and external challenges, the original content on major video platforms had to overcome serious weaknesses such as a lack of creativity, an unstable user experience, and a short life cycle. Therefore, increasing audience loyalty is a critical goal. The main recommendations would be to improve the quality of original content and branding which are the most important aspects for the future development of Chinese video streaming websites.

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