Tuesday, 9 April 2013

The Walking Dead has had over 100 million views on Youku

"AMC's "The Walking Dead" is hugely popular in the United States, but it's also proven a niche hit on China's leading online video site, Youku. It has more than 100 million views for the recently concluded third season -- an average of 6.8 million views per episode. Though that's a small figure considering China's huge online population, the show has attracted an audience multinational marketers highly covet: well-educated professionals in tier-one cities.
"The number of users who like American shows and the stickiness of the American shows are both increasing," said Maggie Xiong, director-media development at Youku's parent company, Youku-Tudou, who handles international TV-content acquisition. American TV shows are the fastest-growing content category at Youku, with page views quadrupling between September 2012 and January 2013.
The video site, which began as a platform for user-generated content, started building its library of licensed U.S. TV programs in 2010. Youku has purchased rights to 33 shows so far this year, including "The Vampire Diaries," "Modern Family," "Pretty Little Liars," "Revenge" and "2 Broke Girls." Youku spent $118.3 million on content acquisition in 2012, according to the company's financial results."

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