Main Chinese video websites. Photo: iStock

Chinese online video consumers have developed “payment awareness” and their growing interest in online content has a tendency to subdivide, said Zhou Jie, deputy secretary-general of the China Netcasting Services Association, Shanghai Securities Journal reported.

While 42.9% of online users have paid for video content, 25.5% of those who haven’t paid before said they are willing to pay if the content is attractive.

The top five categories where consumers paid for video content includes new movies from cinemas, online movies, the hottest TV dramas and entertainment shows produced by video sites.

As of June, the number of online video users in China has reached 565 million with a usage rate of 75.2%, representing an increase of 20.26 million users from the end of 2016.