In the wake of the Rio Olympics, Tencent has released a fun report highlighting how Chinese netizens watched the Games. Tencent was an official online broadcaster of the Games, through their video site – Tencent Video.
Displayed in a series of animated posters, Tencent reveals there was a profound shift in the ways the Olympics were watched in China in terms of media type, demographic and type of content.
Let’s take a look
The first poster, references the four main characters of the Chinese classic Journey to the West, on their spiritual journey to the “West”, but head down in their phones, stating “we know we should focus, but we can’t miss the action from the yesterday’s events”.
Underneath, as with all the posters, are some eye-opening stats, that we hope will be of value.
78% of Chinese users watched Olympic content on their mobile phones
80% of the Olympic online audience are post-80s and post-90s, with 52% aged between 18-29, with 70% having a degree, and a slight male bias (64% of viewers)
53% of WeChat users posted the emojis of Fu Yuanhui (a Chinese swimmer famous for her off-the-all post-swim interviews) – with “I have used my magical powers” most popular with 71.9 million uses
The final of women’ volleyball (in which China claimed gold, in a victory over Serbia) was very popular, with 930 million viewers of coverage of the Chinese womens team, their slogan “拼搏“ －a call to keep fighting – was a shared on Tencent over 100 million times
It is claimed that 750 million users watched the Games through Tencent, with the 100 million watching the opening ceremony, with the amount of uses of Tencent Search being 75.6 times than the most popular Korean TV drama (thats enough gloating Tencent) – figures to be taken with a grain of salt 😉
Tencent became Asia’ most valuable company recently, their domination of eyeballs over the Olympics will certainly have helped to ensure this. But big insight, sports watching is well and truly mobile in China now!
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Jerry Clode is Head of Digital & Social Insight at Resonance. He leads Resonance SMART, providing leading-edge research, strategy and naming for brands in China using bespoke methodologies. Jerry also produces Resonance's popular China Social Branding Report, a bi-weekly publication covering modern marketing methods of the world's top brands.