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INFOGRAPHIC China Media Landscape AT A GLANCE

CHINA MEDIA ENVIRONMENT USD 100.13b

USD 65.42b 5.23m 4.49m 65 000 10 000 Websites Apps OOH media Magazines vendors

MEDIA DIGITAL MEDIA 3350 2900 1900 SPENDING* SPENDING** * (+17.4%) in 2018 vs USD 223.7 billion in the US (+8.97%) TV channels Radio stations Newspapers **(+30.03%) in 2018

CHINA OTT & TV MARKET 264.2m Smart TV users in 2018 36% (+19%) OTT penetration OTT AD SPENDING 64% RMB 2.3b RMB 2.35b 2018 TV penetration

2018 H1 2017

CHINA OOH MEDIA VIDEO OOH SPENDING RMB 81.48b Share of OOH spending per tier Growth rates per city tier TIER 1 53% 12% METRO OOH SPENDING RMB 38.39b TIER 2 TOTAL SPENDING 2018 RMB 155.79b* 35% (+19% yoy) 17% HOME APPLIANCES OOH VIDEO SPENDING GROWTH +137% TIER 3 12% 10%

CHINA CINEMA 61 000 Cinema screens (+2.7% yoy)

504 Movies shown (+7.46%) 1.72 billion

1.72 billion Tickets sold (+6.17%)

41.2% Lower tier market share (vs 39.8% in 2017) CHINA CONTENT TOP 3 SPONSORSHIP VALUE PROGRAMS TOP 4 ONLINE VARIETY SHOW PLATFORMS

43% Tencent Video 34% Mango TV

17% iQiyi Running Man S7 EUR 65.7m The Voice of China S7 EUR 78.8m 6% Youku Singer S7 EUR 85.4m

TOP 5 FAVORITE ONLINE SHOW THEMES TOP 5 ONLINE VARIETY SHOWS

COSTUME DRAMAS SHOW ONLINE VIDEO PLATFORM 59.1% 1 Produce 101 Tencent The Coming One S2 Tencent WAR 2 49.1% 3 Idol Producer iQiyi Viva La Romance Mango HISTORY 4 48.8% 5 Hot Blood Dance Crew iQiyi

CRIME 47.7% RMB 60.3b RMB 46.9b Idol industry Fan economy market size market size MARTIAL ARTS (artist revenues) (+114% yoy) 46.7% (+26.41% yoy)

CHINA DIGITAL MEDIA

829m 27.7 hours 780m USD 65.42b internet users average weekly use IM* services China internet internet usage in China ad spending (+3% yoy) (+30.03% yoy)

30 of 50 459m top apps belong to BATB companies play mobile games (+12.7% yoy) 592m 583m shop on mobile devices (+17.1% yoy) use mobile payment (+10.7% yoy) 54.7% mobile users are from 397m 20:15 lower tier markets order food on smartphone (+23.2% yoy) SEP CONTACT NAME 28 98.5% + 58 212 456882 mobile internet penetration 590m view mobile video (+9.7% yoy) 80% search from mobile (+4.8% yoy) 400m book trips on mobile apps

* Instant Message

CHINA ONLINE VIDEO

MOBILE TOTAL

OV USERS 590m 612m TOP 3 PLATFORMS TOP 5 ONLINE VARIETY SHOWS VIDEO PLATFORM ECOSYSTEM OV PENETRATION 72.2% 74% 1 Tencent Video 1 Douyin Bytedance OV SUBSCRIPTIONS 230m 2 iQiyi 2 Kuaishou Tencent 3 Youku 3 Xigua Bytedance 4 Huoshan Bytedance 700.3m 651 Bobo Video Yixia Tech unique devices short video apps 5 with short video apps emerged by 2018 CHINA SOCIAL

45b WeChat messages sent every day

780m China IM users

Weibo MAU 130m 462 million Chinese characters Douyin DAU 250 million 汉 posted on Weibo daily Douyin MAU 500 million WeChat MAU (globally) 1.1 billion

MINI PROGRAMS 1.2m 65,000 DAILY FREQUENCY CHINA ECOMMERCE WECHAT ALIPAY

4-6 times 1 time 0.7% 0.6% Gome Amazon China

3.7% 0.5% VIP.com Dangdang DAILY TIME SPENT CHINA ECOMMERCE WECHAT ALIPAY MARKET SHARE MP MP WECHAT ALIPAY 6.7% 61.5% Suning Tmall 380m Alipay 24.2% MP MAU JD.com 15min 4.7min

*The currency rate is 1 USD = 6.90234 CNY as of May 21st MAU

CHINA SEARCH USD 26.17b 540m 385m RMB 213.5b 263.6m Alibaba’s 2018 TOTAL USERS 681.32m D11 revenues 93.4m

MOBILE USERS 653.96m USD 1.526t AD SPENDING sales in 2018 IN 2018 25% TAOBAO PINDUODUO JD.COM VIP.COM

*The currency rate is 1 USD = 6.90234 CNY as of May 21st 610m 592m ECOMMERCE MCOMMERCE* SEARCH MARKET PENETRATION PENETRATION 74.63% 13.52% 4.78% 3.16% Baidu Shenme Sogou Haosou ONLINE MOBILE 73.6% 72.5% SHOPPERS SHOPPERS *mCommerce: Mobile Commerce *Penetration of total internet users

CHINA PROGRAMMATIC BUYING CHINA CROSS-BORDER ECOMMERCE

USD 23.18b USD 15.23b USD 17.40b*

2018 H1

27.8% 21.4% 13.5% Tmall NetEase Kaola JD 10% DIGITAL DIRECT DIGITAL DIGITAL INFEED 9.4% 7% VIP.com Other DISPLAY SPENDING DISPLAY SPENDING SPENDING Amazon China 4.3% *The currency rate is 1 USD = 6.90234 CNY as of May 21st 2.5% 2.4% Xiaohongshu Suning Jumei 1.1% Sources: eMarketer, CNNIC, Analysys Fengqu