American content is demanded and welcome in China, especially basketball and drama serial. Let’s start with basketball. The Chinese loves the National Basketball Association (NBA) and Tencent Holdings, China’s largest Internet company understands its users well.
Tencent has partnered with NBA to provide American basketball content for its users across all its websites, including QQ.com.
The collaboration creates a win-win situation for both parties. NBA is able to extend its reach within China while Tencent users are able to enjoy video previews.
However, the content isn’t going to be free as both organizations plan to offer a paid subscription model in the future. Subscribers are able to watch games online and even participate in a NBA online game. NBA will also set up a retail store on Tencent’s online shopping site, Paipai. We can expect any Yao Ming-related products to sell like hot cakes.
On the other hand, American drama serial and Chinese video streaming site didn’t fusion very well. I used to see clips of Heroes on Youku.com and Big Bang Theory on Tudou.com but recently these videos all went missing. The reason? Copyright issue. The Chinese government has ordered all video streaming sites to delete unauthorized American TV programs. Interestingly, there are also authorized American movies on Chinese video streaming sites. Just two weeks ago, Youku.com paid for the movie Inception but will only stream it to premium users. This move has hinted a possibility on how Hollywood can spread its films into the world’s most populated country.
It’s a love-hate problem for the content producers. On hindsight, I thought it was a good strategy to “allow” unauthorized drama serial to be streamed on Chinese video sites. These videos are free and entertaining. That is why over 60 percent of all Chinese online users watch them and words spread like wildfire whenever things are good and free-of-charge. The result turns out to be a large group of Chinese who are always craving for new episodes to be uploaded.
The sudden cut off of American content brings about shock and disappointment to the Chinese consumers. Eventually, the loyal viewers are the ones who’re willing to pay for the content. In that way, Americans have successfully broken into the Chinese market and generate revenue. I’m sure content producers and Chinese streaming sites can strike a partnership. But the question remains: How many viewers are willing to pay for content?
Stay updated on the go with our mobile app.
Get latest insights with smoother, more personalized experience through TIA mobile app.
