One of the World's Big Spender on TV Shows
By Lucy Handley
中国的数字包括广播或线性电视，以及包括百度，阿里巴巴和腾讯在内的在线服务。 2017年，在线平台已经花费了45亿美元，而IHS Markit预计这将在2018年上升，超过64亿美元的线性电视台节目。
百度是中国平台爱奇艺的大股东，该公司在2月底拥有6000万用户，并于3月在纳斯达克上市。 Netflix在6月底拥有1.3亿用户，已经向爱奇艺提供了一些内容，因此可以进入中国市场。据Pew Research称，流媒体服务现在是年轻观众在美国观看电视的主要方式，在18至29岁的人中有61％的人表示他们使用流媒体。
与Netflix，亚马逊和Hulu的情况一样，原创节目对中国流媒体网站非常重要，这些内容在2017年占所有中文节目的49％。据IHS Markit高级研究分析师Kia Ling Teoh说，因为提供的作品是在其他地方无法观赏，这就鼓励人们注册，而且也为其他商业机会提供了机会。
China is now the world's second-highest spender on television shows after the U.S., with its annual expenditure hitting $10.9 billion in 2017.
It beat the U.K., with a spend of $10 billion, into second place, according to a report by analyst IHS Markit. Both countries' program spend is dwarfed by the U.S., which spent $58.3 billion on content.
The Chinese figure includes broadcast or linear TV as well as online services including Baidu, Alibaba and Tencent. Online platforms spent $4.5 billion on programing in 2017 and IHS Markit expects this to rise in 2018, beating the $6.4 billion linear TV stations spent on programming.
Baidu is the majority owner of Chinese platform iQiyi, which had 60 million subscribers at the end of February and went public on Nasdaq in March. Netflix, which had 130 million subscribers at the end of June, has provided some of its content to iQiyi so it can enter the Chinese market. Streaming services are now the main way younger audiences watch TV in the U.S., with 61 percent of 18 to 29-year-olds saying they use them, according to Pew Research.
As is the case for Netflix, Amazon and Hulu, original shows are important to Chinese streaming sites, with such content making up 49 percent of all Chinese programs in 2017. Producing content not available elsewhere encourages people to sign up and provides other commercial opportunities, according to IHS Markit Senior Research Analyst Kia Ling Teoh.
"Broadcasters and online platform companies are increasingly creating their own content, not only to lure paying subscribers, but also for merchandising, mobile game development and other new revenue streams," she said in an emailed statement.
But unlike Netflix, the Chinese companies rely more on advertising and sponsorship. "If the cost of content continues to surge, such aggressive investment will become unsustainable," Teoh added.
Acquired programming made up 46 percent of Chinese TV in 2017, with sports shows making up 5 percent. This is set to rise as Chinese consumers want more sports content, reflected in its rising ad spend during this year's World Cup soccer tournament. Commercials during and around the tournament increased overall ad spending in China by $835 million, according to media group Zenith.
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