China’s SVoD market is no longer dominated by the three services -  iQIYI,  Youku and Tencent Video -  backed respectively by China’s largest Internet players - Baidu, Alibaba and Tencent, commonly known as BAT. The financial difficulties faced by the BAT-owned SVoDs since 2019, a result of heavy content investment and low ARPUs, have created room for new services to grow. One of those, Mango TV, has already surpassed Youku in subscription numbers and has replaced it as the third largest SVoD platform in China.

Mango TV started as the BVoD platform of one of the largest broadcasters, Hunan TV, and carries much of its content, especially its well-known Drama, Romance and Reality TV shows. However, Mango TV has also started acquiring its own exclusive titles as well as producing its own Reality TV shows and series. This content mix means that many of Mango TV’s current viewers are 25-34-year-old females and are likely to have young children. However,  Mango TV’s focus is to reach the broadest range of consumers possible, and to this end it has signed a content-sharing deal with Migu Video, a nascent service focusing on sports content and backed by telco giant China Mobile. Through the deal, Mango TV’s entire content catalogue is now available on Migu Video. So while leaning on China Mobile’s vast customer base, Mango TV is aiming to extend its existing viewer base and develop into an all-encompassing general entertainment platform appealing to all groups of consumers in China.