Youku is China's third-largest video streaming platform and one of the country's leading entertainment destinations. Founded in 2006 by Victor Koo and headquartered in Beijing, Youku has been part of the Alibaba Group since its 2015 acquisition. The platform combines professionally produced premium content, licensed television shows, original series, films, and music videos, serving as a cultural hub for Chinese entertainment, similar to a blend of YouTube and Netflix.
Key facts about Youku
Youku is one of the dominant video platforms in China and has strong competition from Tencent Video and iQIYI. It is a cornerstone of Alibaba's "Digital Media and Entertainment" strategy, seamlessly integrating with the company's vast e-commerce ecosystem to offer unique "watch and buy" experiences that set it apart from Western competitors.
Youku monthly users
Youku's monthly active user base has been growing. QuestMobile data (via Alibaba) shows about 374 million MAUs in Dec 2017, rising to roughly 448 million MAUs by Dec 2024. Note that 448M is a China-only figure; Youku also offers international editions with additional users.
Youku user demographics overview
Youku's audience skews young and urban. Analysts note that around 80–82% of Youku users are aged 18–40, with many in their 20s and 30s. In practice, Youku is especially popular with young adults: one review describes its user base as mostly white-collar workers aged 18–30. The platform attracts college-educated, middle-income audiences on Chinese social media, particularly in China's urban areas. For instance, a report shows that over two-thirds of Youku's users hold college degrees.
In terms of gender, Youku tends to have a slight female majority. One analysis of Youku viewers found about 54% female to 46% male. By age, roughly 33% of users are 25–34, about 21% are 35–44, and around 18% are under 24. Fewer users fall into the older 45+ range.
Youku vs. other similar platforms
Youku competes with other Chinese video platforms. It is generally ranked third after Tencent Video and iQIYI. Like YouTube, Youku allows user video uploads, but Alibaba has increasingly positioned it for professionally produced shows and licensed films. In that sense, Youku today mixes YouTube‑style sharing with a more Netflix-like library of content. Globally, one can think of Youku as China's equivalent to YouTube, subject to local regulations.
Key features of Youku
Vast content library: Youku hosts a massive variety of videos from user clips to major TV series and films. Its library includes original productions, co-productions, licensed shows, and even anime and live broadcasts.
Live streaming: The platform supports live broadcast streams as well as on-demand video. Users can watch concerts, sports, and special events in real time on Youku.
Multi-device access: Youku works across devices. Viewers can watch on smartphones, PCs, tablets, and smart TVs. Youku also offers an offline download feature, allowing logged-in users to save videos for offline viewing.
Personalised recommendations: Youku uses AI to recommend videos based on viewing history. The site's algorithms suggest new shows and clips tailored to each user. This helps keep users engaged by surfacing relevant content.
Flexible monetisation: Youku is free to use but includes ads. It also offers premium/VIP memberships for ad-free HD viewing and early access, as well as pay-per-view options for special content. This mix of ad-supported and subscription services is similar to those of other primary streaming services.
E-commerce integration: As part of Alibaba, Youku can link video content to e-commerce. The platform supports interactive features (sometimes called "screencast" ads) that let viewers shop for products shown on-screen. Brands can tag videos with shopping links or use Youku's ad system to drive transactions on Taobao/Tmall.
How use Youku for marketing
Marketers in China use Youku much like YouTube or Netflix for branding. Because Youku's user base exceeds 400 million, it offers advertisers a massive reach. Brands often set up official Youku channels and publish video content to build awareness. They may post product demos, mini‑series, or even drama episodes featuring their products. According to one report, luxury brands like Burberry, Cartier and Louis Vuitton maintain dedicated Youku channels to share promotional films and branded shorts. At the same time, companies run video ads on Youku just as they would on YouTube.
Youku also ties closely into Alibaba's ecosystem, which marketers can use. For example, "screencast" ads let brands broadcast on smart TVs while users browse the duplicate content on their phones – viewers can click to shop right from the video. In short, marketers can use Youku to combine video storytelling with e-commerce. They create engaging content, advertise within streams, and partner with influencers (KOLs). By doing so on Youku, brands reach China's active, young video audience on their native platform.
Key marketing strategies on Youku
Branded channels & content: Establish official channels and post original video content. For example, global brands often create mini-dramas, product story videos, or luxury fashion films on Youku. High-quality, localised content helps attract subscribers.
Video advertising: Run video ads (pre-roll, mid-roll, post-roll) on popular content. Youku supports many ad formats – ads before or during videos, as well as banner ads on its pages. These have a broad reach, just like TV commercials.
Banner & display ads: Use on-site banners and pop-ups. Marketers place clickable banners at the top, middle, or bottom of Youku pages (desktop and mobile). These reinforce brand messages alongside video content.
Influencer/KOL collaborations: Team up with popular creators. Youku hosts many influencers and vloggers; brands often co-produce content with them or sponsor them to tap into their fan bases.
Interactive "screencast" ads: Leverage Youku's smart-TV features. In Youku's interactive ads, a commercial plays on a TV while synced content (like a product catalogue) appears on the viewer's phone. Such ads have shown high engagement – roughly half of viewers "bookmark" advertised products, and many buy them within days.
Events and partnerships: Join Youku campaigns or co-produce content. Youku often runs special events (e.g. branded contests or drama launches). For instance, Youku collaborates with producers (like TVB) to launch series, and brands can tie into these for product placements and greater exposure. Such partnerships help brands leverage on Youku's popular shows.
Each strategy on Youku aims to tap into its large, engaged audience of Chinese video consumers. By combining rich video content with advertising and Alibaba's commerce links, marketers on Youku build awareness and drive sales across China's digital landscape.
