Mobile video ad revenue in China more than doubled over the past year to CNY6 billion ($860 million) in Q3 and accounted for nearly 60 per cent of total online video ad revenue, according to iResearch.
The country’s overall online video sector grew 62 per cent year-on-year in Q3 to CNY18.3 billion, with ad revenue accounting for 55 per cent of total online video revenue.
Online video ad revenue increased 51 per cent year-on-year in the quarter to just over CNY10 billion. The Beijing-based research firm expects ad revenue to maintain a high growth rate, even as the overall sector starts to slow.
The increase in high-quality content, including exclusive content like user-generated dramas and self-made variety shows, accelerated the development of paid video, which accounted for 19 per cent of total video revenue, iResearch said. Copyright distribution revenue accounted for 1 per cent of online video revenue in Q3, and other revenue (including terminal sale revenue, e-commerce revenue and game revenue) accounted for 25 per cent, which has been steady over the past five quarters.