2026年中国媒体景观报告-从控制到赋能(英文版).docxVIP

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2026年中国媒体景观报告-从控制到赋能(英文版).docx

FROMCONTROL

TOEMPOWERMENT

026ChinaMediaLandscap

CHINA’SMEDIAEVOLUTION

ADV

ADVERTISERSHIFTS

dentsu

OTVPlatformCompetitionECRetailGrowth

IPContentSponsorshiptheBeginningofKOLLive-streamingCommerce

·TheInternethassurpassedtelevisioninbothengagementandreach.Chinasonlineretail

·TheInternethassurpassed

televisioninbothengagementandreach.

Chinasonlineretailmarket

achievedatransactionvalueof1.6

increasefrom2017.

trillion,reflectinga48.7%year-on-yeargrowth.2015

trillion,reflectinga48.7%year-

on-year

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