iQiyi ranks on top in China’s mobile video category with 245.61 million active users in Feb 2017, followed by Tencent Video, Youku, Letv, and Mango TV.

Sohu TV, Baofeng, PPTV, Tudou, and Migu Video apps are also in the top 10 video apps by MAUs in Feb 2017. Bilibili Cartoon ranks first in the vertical digital video mobile apps category with 30.52 million active users, followed by Hanju TV (Korean drama), Migu Movie, AcFun, Renren Movie, 1905 Movie, etc.

CCTV mobile app is the top one in TV programs category, followed by Migu, Mobile TV, and Yuntu TV.

In the short videos category, Kuaishou mobile app ranks on top in China in Feb 2017 with over 86 million active users, followed by Meipai, Xiaokaxiu, Miaopai, and Doupai.

Douyu, Huya, Inke, YY Live, and Huajiao are the top 5 digital video broadcasting mobile apps by MAU in Feb 2017.

Case Studies: Native Video Ads on WeChat Moments

Baidu

On September 23 2013, Baidu announced that Baidu video app users hit 100 million which was the number one in mobile video market.

Baidu video is an OTT (Over the Top) – search, aggregation and play videos. When Baidu video users reached 100 million, in a degree, it has controlled the entrance to mobile videos. Besides, Baidu will list iQiyi videos in the front when several video websites have broadcast rights.

Baidu just declared its mobile video app was now open for advertisements to video websites partners, which means Baidu mobile video app not only aggregates large amount of videos to attract millions of users, but also sells ads to video websites. Baidu takes advantage of its technology to attract resources and make money without producing its own videos.

Sohu

Sohu video claimed to be number one in monthly visitors, in June and July’s UV, etc. Besides, Sohu also announced its self-made drama strategy, making it a high profile.

In 2013, Sohu video is driven by American drama broadcasting, TV variety show and self-made drama. They all cater for the highlights of this year, and it’s no wonder Sohu ranked top in monthly visitors and others. However, Sohu has to pick the new hit for the American drama and TV variety show has too much uncertainty and is constantly changing. This explains why Sohu cannot stay on the top for long.

ifeng

ifeng, too, announced its video app users reached 20 million on September 23 2013. It ranked the number one in news videos.

In China, almost all major video websites focus on entertainment except for ifeng video, which has the support from ifeng TV. It almost dominated in news video websites. On one hand, ifeng video owns the video resources from its partners such as ifeng TV, dragon TV. On the other hand, ifeng video also has its own UGC (User Generated Content) team.

But, it also faces huge challenges. First, how to transfer public attention from entertainment to news requires both effort and time. Second, ifeng video need to strengthen its promotion and advertising.

Though Baidu, Sohu and ifeng all claim to be number one in mobile video market, they have different focuses. Baidu has controlled the entrance to mobile videos, Sohu aims at topping in video industry and ifeng’s ambition is to secure its position in news videos.