Media reach in China 2018

In 2018, around 73 percent of the Chinese population were reached by out-of-home media daily, right after the daily reach of internet and television. The penetration rate of print media was the lowest among all media.

Is broadcast media dying in China?

The Chinese media market has become more crowded with new, strong entrants like short videos, eSports, and live streaming. It makes one wonder whether there is still a place for traditional media to compete for consumers’ time and attention. Although daily TV reach has been dropping over the past decade, Chinese adult consumers spent an average of nearly 2.5 hours watching television every day. In comparison, the radio penetration rate and daily usage time were much lower than television. However, listening to radio remained as the most preferred activity during driving, whereas radio ad spending expected to hover around 15 billion yuan throughout the next few years.

Can print media survive in the face of digitalization?

Echoing the global trend, the readership and ad revenue of China’s print media has experienced a constant decline. Newspaper advertising was only one fifth of the size it was a decade ago and the annual revenue of magazine advertising fell below three billion yuan. Alongside a decreasing newspaper and magazine subscription rate, Chinese consumers also spent less time reading newspapers. In 2019, adult readers consumed an average of about 24 printed publications, down from 64 publications in 2015. Although printed books are still more popular than digital formats, more consumers have embraced digital reading because of convenience and the variety of choices.

Media reach in China in 2018

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Release date

May 2019



Survey time period


Age group

14-64 years

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