全文可编辑-中国视频点播用户分析报告：bilibili，B站-外文版培训课件2024.7,temu.ppt

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CONSUMERSBRANDS

Video-on-demand:bilibiliusers

inChinConsumerInsightsreport

June2024

ConsumerInsightsGlobalsurvey

Introduction

ReportoverviewGlobalsurveymethodology

(1)

ThisreportoffersthereaderacomprehensiveoverviewofbilibiliusersinChina:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.

Additionally,thereportallowsthereadertobenchmarkbilibiliusersinChina(’’brandusers’’)againstChinesevideo-on-demandusersingeneral(’’categoryusers’’),andtheoverallChineseconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingChina)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofJune2024

CHAPTER01

Managementsummary•Brandusage

•Keyinsights

Withausershareof53%,bilibiliisoneofthetop3video-on-demandservicesinChina

Managementsummary:brandusageandcompetition

Top10mostusedvideo-on-demandservicesinChina

iQiyi

68%

TencentVideo

bilibil55%

53%Youku

38%

MangoTV

30%

Baofeng

LeTV

Xigua

Funshion

Sohu18%

16%

15%

13%4

Notes:Whichofthesevideo-on-demandprovidershaveyouusedinthep