L2：2017中国在线视频洞察报告（2页）.pdf

1、1 THE FULL REPORT IS AVAILABLE TO L2 MEMBERS ONLY. INQUIRE ABOUT MEMBERSHIP. EXCERPT INSIGHT REPORT CHINA: ONLINE VIDEO November 13, 2017 L2 Inc., 2017 Circulation of the report violates copyright, trademark and intellectual property laws. Key Findings On average, Weibo posts with video content earn

2、 more than three times as much engagement as those without video. Because of its proximity to purchase and seamless commerce execution, Tmall has become the primary platform for livestream deployment among brands. Celebrities are necessary for generating engagement on video content. All of the top 1

3、0 CPG livestreaming campaigns on Tmall featured a celebrity or KOL. What Brands Should Be Thinking About Content Is King: Brands must have multi-platform video assets to be competitive in China. Platform Ecosystems: Brands should take advantage of the seamless connection of video platforms with affi

4、liated commerce and social platforms to drive engagement and sales. Sales ROI: With the rise of “see now, buy now,” video content can be utilized to link directly to product purchase, and views and impressions can directly correlate with sales and conversions. L2 research is based on data-driven ana

5、lysis. Our findings, rankings, and recommendations are objective, unbiased, and independent of membership. Consolidation of Power In 2016, the rapid growth of livestreaming culture in China spurred a chaotic proliferation of video services known as the “war of a thousand livestreaming platforms” (千播

6、大战). Now that the livestreaming fever has cooled, market share is consolidating among a few dominant players,1 and the top 10 livestreaming platforms now account for 97.5 percent of all viewer time.2 In 2017, short-form video has experienced explosive growth. By 2018, short-form video viewership is