Alibaba first, Xiaomi eighth in Chinese online ad revenue ranking

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The Beijing-based Zhongguancun Interactive Marketing Lab, in collaboration with institutions such as PricewaterhouseCoopers (PWC), jointly released the 2021 China Internet Advertising Data Report on Thursday.

According to the report, in 2021, China’s Internet industry benefited from growing domestic market demand, and the entire industry achieved advertising revenue of 543.5 billion yuan ($85.6 billion). dollars), a year-over-year increase of 9.32% compared to 2020. The growth rate was 4.53% lower than the previous year. The total scale of the Internet marketing industry is about 617.3 billion yuan, an annual increase of 12.36%, while the entire advertising market is 1,160.8 billion yuan, an annual increase of 12.36%. increase of 11.01% over the previous year.

In addition, the concentration of China’s Internet advertising market in 2021 has increased compared to last year, the top 10 companies such as Alibaba representing 94.85% market share. The market share of the top four companies, meanwhile, increased further to 78.2%.

Among the companies, Alibaba, ByteDance and Tencent ranked among the top three in terms of advertising revenue, while the top two companies’ revenue exceeded 100 billion yuan respectively. BaiduAdvertising revenue returned to growth in 2021 after declining the previous year, retaining fourth position. The fifth to tenth ranked companies were JD.com, Meituan, Kuaishou, Xiaomi, Weibo and Pinduoduo, in turn.

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In 2021, from the perspective of platform revenue proportion, e-commerce platforms continued to take the top spot among advertising channels, accounting for one-third of total market revenue. Video platform advertising revenue continued to grow by 30.28% and market share increased to 21.66%. For the third year in a row, search platforms saw their ad revenue and market share decline, with ad revenue accounting for 10.43%. The market share of social platform revenue has remained stable at 9.77% in recent years.

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