The 2020 China Digital Reading Cloud Conference will be launched online on April 23. The theme of the conference is “e reading, make life better” and H5 as the official interactive platform. The “2019 White Paper on Digital Reading in China” released at the meeting showed that as of 2019, the total number of digital reading users in China reached 470 million, and the annual number of e-books per capita was 14.6.
On April 23, the 2020 China Digital Reading Cloud Conference was officially launched. This is also the first time that China Digital Reading Conference has taken the form of an online virtual venue since it was held. This conference uses H5 as the official interactive platform, with an opening ceremony, a reading hall, a reading hall, a cloud cafe, a cloud VR bookstore, a cloud museum, a cloud IP hall, a 5G experience area, and a love The 9 content sections of the Public Welfare Museum showcase the changes brought by 5G to the digital reading and pan-cultural industries.
At the conference, Zhang Yijun, the first deputy chairman of the China Audiovisual and Digital Publishing Association, released the “2019 China Digital Reading White Paper” (hereinafter referred to as the “White Paper”) through video. The white paper contains five chapters: “policy”, “industry”, “user”, “epidemic” and “outlook”, presenting the development status and user behavior of China’s digital reading industry in 2019 from multiple dimensions such as market, content, users, and trends Habits and future trends.
At the same time, the conference also announced the “2019 Top Ten Digital Reading Works”, “2019 Top Ten Reading Poverty Alleviation Projects”, “2019 Top Ten Digital Reading Cities” and the new award “Technology Application Innovation Award”. Among them, Nanjing, Chengdu, Shenzhen, Nanchang, Hangzhou, Beijing, Hefei, Wuhan, Haikou and Xiamen won the titles of Top 10 Digital Reading Cities in 2019.
Since 2015, the China Digital Reading Conference has been successfully held for five sessions. It has played an active role in cultivating a new format of digital publishing and leading a new fashion in reading. It has become an important brand to promote reading for all and an important platform for the development of the digital publishing industry. Now, you can enter the virtual venue of the 2020 China Digital Reading Cloud Conference through address links such as the homepage of the digital reading platform client, the short video platform area, the online platforms of China Mobile and Migu, and the key media special pages.
From April 23 to 30, the 2020 China Digital Reading Cloud Conference will be held online.
Subscription revenue is still the main body but copyright revenue has increased significantly
According to reports, white paper data sources include industry research and user research. Among them, the industry research conducted data collection and in-depth interviews for more than 20 mainstream digital reading platforms and enterprises across the country. The user survey obtained 96,081 effective samples from the random sampling of digital reading users in 209 cities across the country. According to the questionnaire design logic, effective samples with relevant behaviors such as reading and listening to books were screened out. Finally, 91,647 qualified users were obtained.
The white paper compares the scale of China’s digital reading industry from 2016 to 2019 and the revenue structure of the digital reading industry from 2015 to 2019, showing that the overall size of China’s digital reading industry market reached 28.88 billion yuan in 2019, with a growth rate of 13.5%. Among them, subscription revenue is still the main body, but the increase in copyright revenue is obvious, which is an increase of 16.6% compared with 2018. The proportion of subscription revenue has dropped from 90.5% in 2015 to 60.8% in 2019; copyright revenue rose from 3.4% to 28.9% during the same period. Revenue in 2019 reached 5.66 billion yuan, an increase of 164.5% year-on-year.
From the perspective of the number of digital content creators in China, the number of authors has risen year by year from 2015 to 2019, with the number of post-90s authors reaching 58.8%, ranking first, and the number of post-80s authors accounting for 26.8%, with a significant gap in numbers. From the perspective of the subject matter of creation, novels still occupy an important position in the works published by the masses, accounting for 45.1%, followed by history and social sciences, economic management, teaching materials, biographies and so on. In terms of the subject matter of net works, from the perspective of the number of subject matter distribution, the number of real subject works such as urban workplaces, youth campuses, historical military, etc. accounted for 65.9%. It can be seen that real subject matter occupies an important position in online literature.
Corresponding promotion activities have also shifted from offline to online. Live marketing, short video marketing, community discussion and marketing have become new modes of operational innovation. Literary IP adaptation of film and television has become a new bright spot. In 2019, literary IP adaptation accounted for 50% -70% of the main video platform homemade dramas. Among the top ten TV drama scripts covered by online broadcasts in 2019, including “Dear, Love”, “Little Joy”, “Everything is Good”, “Fengshen Yanyi”, “Know if you know it should be green fat red Nine works including “Slim”, “Chen Qingling”, “Qing Yu Nian” and so on are all literary adaptations, and only one work of “Bringing Dad to Study Abroad” is the original script.
In addition, the copyrights of many movies, animations and animation works based on IP, including “Datang Xuan Zang”, “Three Body”, “Entrepreneurial Times”, and “Little Beauty” were sold out overseas. The heated discussion represented that China’s digital reading works are moving towards the global pan-entertainment industry chain.
As of 2019, the total number of digital reading users in China reached 470 million, with 8.8 paper books per capita and 14.6 e-books per capita. Among them, more than 20 e-books accounted for 53.8%, up 3.4% from last year.
The white paper also shows that in 2019, China’s digital reading users will have 8.8 paper books per capita and 14.6 e-books per capita. In 2019, China’s digital reading users accounted for 53.8% of e-books in contact with more than 20 e-books, up 3.4% from last year. It is particularly worth mentioning that the overall reading behavior of digital reading users is relatively heavy, and the amount of contact with paper books is also higher than the national average.
In terms of willingness to pay, 50% of users are willing to pay more than 20 yuan for a single e-book, and spend an average of 37.8 yuan per month on the purchase of e-books. User stickiness has also increased compared to last year. In terms of reading frequency, the proportion of users who read three or more times per week increases by 17.5% in 2019 compared with 2018. Mobile phones have become the first choice for reading. In 2019, the proportion of digital reading users reading more than one hour per day on different devices. 69.7% for mobile phones, 44.5% for e-book readers, 36.6% for computers, and 32.9% for tablets.
The white paper also shows that from a gender perspective, women read a lot, and men pay a high rate. Specifically, women’s average e-book reading volume is 15.1 and men’s is 14.1; women love to watch the youth campus, men’s fantasy is fantasy; women’s average monthly e-reading cost is 33.4 yuan, and men’s is 41.9 yuan.
There are also regional differences. The white paper shows that first-tier cities have a high willingness to pay, and second- and third-tier cities have a large amount of reading. Among them, first-tier city readers read an average of 13.9 books a year, 74.7% of users read daily, e-books are willing to pay 88.7%, and the average monthly cost is 43.4 yuan. Economic management books are the most popular reading types among readers in first-tier, new-tier, and second-tier cities. Readers in third-tier cities and below accounted for the most, reaching 54.8%. Funny and humorous works are their favorite reading types.
In terms of age composition, the post-90s readers account for more than half, reaching 55.6%, of which college students have the strongest willingness to pay. In terms of digital readers’ attention to IP adaptation, the white paper shows that film and television adaptations have the strongest willingness to pay, reaching 45.8%, followed by animation adaptations with a willingness to pay, reaching 38.1%. In addition, animation adaptation attention has increased by 4.3% from 2018.