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 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, 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.