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1、FROM CONTROLTO EMPOWERMENT2026 China Media LandscapeK-SHAPED CONSUMPTION|MEDIA CENTRALIZATION|ALL-IN AI2CHINAS MEDIA EVOLUTIONSource:Dentsu Media Landscape 2015,2018,2020,2023,and 20252015201820202023The Internet has surpassed television in both engagement and reach.Chinas online retail market achie

2、ved a transaction value of 1.6 trillion,reflecting a 48.7%year-on-year growth.Chinas e-commerce user base reached 265 million by March 2020,surging to 896 million social media users by the end of the year.In 2018,67%of online video users have paid memberships,a 68%increase from 2017.The social comme

3、rce market reached 2.7 trillion,reflecting a 14.4%increase.Out-of-home(OOH)advertising penetration has nearly recovered to pre-COVID-19 levels.OTV Platform Competition&EC Retail GrowthIP&Content Sponsorship&the Beginning of KOLLive-streamingCommerceKOL Live-streamingCommerce&O2O Explosion During COV

4、ID-19 OOH&Full-funnel(socialCommerce/5A group)Advertisers redirect TV budgets to OTV and track multi-screen reachHeavy investment on EC platform as a new frontier for media-driven revenue growth245 new brands entered content marketing,with beauty and FMCG brands leading in volumeLivestreaming become

5、s a compelling new experience in ChinaExplosion of social commerce and live-streaming due to COVID-19Luxury brands enter live-stream trend and launch new collections in social channelsEfforts focus on full-funnel ROI to optimize business performanceFMCG,alcohol and automotive brands lead in newly in

6、vigorated out-of-home(OOH)battlegroundsThe proportion of LOrals digital media spending increased from 15.7%to 35%from 2014-2017.Livestreaming ad revenue grew to 20.8%in 2020,up from 5.8%in 2018.KOL promotion dominates social marketing,with 63%of efforts focused on it.In 2018,online video advertising