E-commerce and short videos continue to be the backbone of China's digital advertising market. In 2024, retail media ads contributed over 60 percent of the country's online advertising revenue. That year, online ad spending in China was estimated to increase by 6.1 percent.
Market share of online advertising in China from 2022 to 2024, with estimates until 2026, by ad category
The revenues are calculated based on financial reports and the statistical forecast model of QuestMobile AD INSIGHT. The calculations exclude ads on app stores, ads in gaming and audio, traffic ads on short dramas, movies, and other TV shows, product placement ad transactions between MCN, influencers, and brands, as well as commission charges.
According to the source, information platform ads include general info, search & download, browser, and vertical info industry, etc.; e-commerce ads include e-commerce platforms, live commerce sites, and daily service platforms.
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QuestMobile. (April 1, 2025). Market share of online advertising in China from 2022 to 2024, with estimates until 2026, by ad category [Graph]. In Statista. Retrieved June 05, 2025, from https://www.statista.com/statistics/253360/share-of-online-advertising-segments-in-china-by-revenue/
QuestMobile. "Market share of online advertising in China from 2022 to 2024, with estimates until 2026, by ad category." Chart. April 1, 2025. Statista. Accessed June 05, 2025. https://www.statista.com/statistics/253360/share-of-online-advertising-segments-in-china-by-revenue/
QuestMobile. (2025). Market share of online advertising in China from 2022 to 2024, with estimates until 2026, by ad category. Statista. Statista Inc.. Accessed: June 05, 2025. https://www.statista.com/statistics/253360/share-of-online-advertising-segments-in-china-by-revenue/
QuestMobile. "Market Share of Online Advertising in China from 2022 to 2024, with Estimates until 2026, by Ad Category." Statista, Statista Inc., 1 Apr 2025, https://www.statista.com/statistics/253360/share-of-online-advertising-segments-in-china-by-revenue/
QuestMobile, Market share of online advertising in China from 2022 to 2024, with estimates until 2026, by ad category Statista, https://www.statista.com/statistics/253360/share-of-online-advertising-segments-in-china-by-revenue/ (last visited June 05, 2025)
Market share of online advertising in China from 2022 to 2024, with estimates until 2026, by ad category [Graph], QuestMobile, April 1, 2025. [Online]. Available: https://www.statista.com/statistics/253360/share-of-online-advertising-segments-in-china-by-revenue/
