China: market share of online advertising by ad category 2025

E-commerce and short videos continue to be the backbone of China's digital advertising market. In 2023, retail media ads accounted for over 57 percent of the country's online advertising revenue. That year, online ad spending in China was estimated to increase by 7.6 percent.

Market share of online advertising in China in 2022 and 2023, with estimates until 2025, by ad category

Characteristic	Retail media ads	Short video ads	Online video ads	Social media ads	Info ads	Others
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Release date

March 2024

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Region

China

Survey time period

2022 and 2023

Supplementary notes

* Estimate.

The revenues are calculated based on financial reports and the statistical forecast model of QuestMobile AD INSIGHT. The calculations exclude ads on app stores, ads in gaming and audio, and commission charges.

According to the source, information platform ads include general info, search & download, browser, and vertical info industry, etc.; e-commerce ads include e-commerce platforms, live commerce sites, and daily service platforms.

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