Video websites in China, as elsewhere in the world, include both non-curated "integrated platforms" and curated "aggregators". Aggregators generally provide topic-specific or otherwise selective content with the goal of attracting fewer but more dedicated users while other platforms focus on providing a wealth of content to attract large user bases.
While aggregators in China only command an audience roughly a quarter the size of that of more generic streaming platforms, their users are individually more dedicated; a slightly larger proportion of users are active (25.6% vs 23.3%), and per capita daily use times are significantly longer (72.5 minutes vs. 52.4 minutes).
User numbers within the industry are relatively stable for both aggregators and non-curated platforms. In the...
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