Youku is one of China’s top video streaming platforms, known for premium content, original programming, and deep cultural influence. Learn how Youku shapes digital entertainment and how your brand can engage China’s media-savvy audience.

What Is Youku? Inside China’s Leading Video Streaming Platform

"Feature image introducing the topic 'What Is Youku?'long-form entertainment content."

In China’s rapidly evolving digital landscape, where millions turn to online platforms for daily entertainment, Youku stands out as a pioneer and heavyweight in the streaming industry. But beyond the name recognition, many outside of China still ask: What is Youku — and how does it fit into the country's media ecosystem?

As one of China’s original long-form streaming platforms, Youku (优酷) has played a foundational role in shaping the online video space. Owned by Alibaba Group, Youku has evolved from a simple video-sharing site into a major producer and distributor of original TV dramas, variety shows, and licensed international content.

In this blog, we explore Youku’s journey, its current position in the market, and why it remains one of the most valuable platforms for reaching Chinese audiences with long-form storytelling and immersive video experiences.

What Is Youku: A Pioneer in China’s Online Video Industry

To understand what Youku is today, we need to explore its origins and strategic pivots over the years.

From Video Sharing to Streaming Powerhouse

Youku launched in 2006, inspired by platforms like YouTube. Initially focused on user-generated videos, Youku shifted gears by prioritising licensed and professional content. This strategic change was driven by growing demand for higher-quality productions and compliance with China’s strict content regulations (SCMP, 2019).

Key moments in Youku’s journey include:

2012: Merged with Tudou, creating China’s largest video platform by traffic at the time.
2015: Acquired by Alibaba Group, aligning Youku with one of China’s biggest tech ecosystems.
2018–2024: Refocused on original drama, reality shows, and strategic content partnerships to stay competitive in a market led by Tencent Video and iQIYI.

"Chart comparing streaming market share in China. Pie chart shows Tencent Video, iQIYI, and Youku holding a combined 62% of the market, while a bar graph visualises account sharing volumes, with Tencent Video leading, followed by iQIYI and Youku."

Youku today is known for investing heavily in premium long-form content, drawing millions of daily viewers and remaining a go-to destination for culturally resonant Chinese entertainment.

Youku’s Market Position and Competitive Edge

The Chinese video streaming industry is dominated by what many refer to as the "Big Three": Youku, Tencent Video, and iQIYI. Each platform competes in a crowded and content-driven landscape where original programming, licensing deals, and user loyalty define success.

A Leader in High-Quality Long-Form Content

What truly distinguishes Youku is its commitment to high-production value dramas and culturally rooted storytelling. Unlike platforms focused on short video or user-generated content, Youku positions itself as a long-form content provider — akin to a hybrid of Netflix and HBO.

Youku’s programming spans:

Historical and period dramas
Family and urban dramas
Variety shows and talent competitions
Children’s programming and animation
Documentaries with a Chinese cultural lens

In 2024, Youku announced a strategic reduction in drama episode lengths, moving towards more concise, impactful storytelling. This aligns with evolving viewer preferences for faster-paced narratives while maintaining high production quality.

How Youku Compares to Tencent Video and iQIYI

To understand where Youku stands today, consider the core strengths of China’s top three platforms:

Youku’s focus on quality, storytelling, and traditional themes resonates strongly with viewers in Tier 1 and Tier 2 cities, particularly audiences aged 25–40 who value emotionally rich and visually polished content.

What Is Youku’s Role in Brand Building and Media Strategy?

While Youku is not a social commerce or short-form video platform like Douyin, it remains one of the most effective channels for brand storytelling and product placement within long-form video content.

Advertising and Sponsorship Opportunities on Youku

Brands looking to build credibility and visibility in China’s media market can explore a range of advertising opportunities on Youku, including:

Pre-roll and mid-roll ads: Short video ads embedded before or during video content.
Branded content partnerships: Collaborative series or content sponsored by brands, often integrated seamlessly into the storyline or production.
Title sponsorships: Brands can sponsor entire seasons of dramas or variety shows, gaining consistent exposure throughout the series.
In-show product placements: High-end brands frequently appear in Youku dramas and shows, especially in urban and lifestyle content.

It is noted that Youku screencast interactive ads have higher acceptance, credibility, and high attractiveness compared to standalone ads (OctoPlus, 2023). The long-form nature of Youku’s content offers more immersive storytelling environments, which enhances emotional connection and viewer engagement.

Who Watches Youku?

Understanding Youku’s audience is crucial for marketers. According to recent reports:

Major of Youku users are between 25 and 40 years old
Users are typically urban, educated, and middle- to high-income
The platform enjoys a higher rate of engaged, consistent viewership than more transient short-video apps

This makes Youku ideal for mid-to-premium brands in sectors like beauty, game, education, automotive, etc — categories that benefit from narrative-driven engagement rather than impulse-driven content.

What Is the Future of Youku?

While the video streaming market in China continues to evolve rapidly, Youku is well-positioned to remain a major player. Its strategic focus is centred on quality content, international collaborations, and platform refinement.

Investment in Original Content and Licensing

Youku has increasingly co-produced content with national broadcasters and regional studios, helping diversify its offering and maintain cultural relevance. Additionally, it secures licensing deals for international titles, including Korean dramas, Japanese animations, and selected Western series — often with dubbed or subtitled local versions.

Its investments are not just in quantity, but in producing award-winning, culturally significant works. This positions Youku as a tastemaker and cultural force in China’s digital media space.

Enhanced User Experience and Technology Integration

Youku continues to improve:

Streaming quality, offering 4K and HDR content for premium users
Content recommendation algorithms, using viewer history and preferences
Mobile and TV integration, including smart TV apps for immersive home viewing
VIP memberships, offering ad-free access, early releases, and exclusive content

"Side-by-side visual of Youku’s mobile app interface showcasing the Home Page, Explore Page, and Video Page. Each screen highlights trending dramas, content categories, and episode viewing options for users."

While competitors experiment with gamification or short-form formats, Youku’s focus remains consistent: delivering compelling narratives in a traditional, high-quality viewing environment.

Final Thoughts: Why Youku Still Matters

As global attention shifts towards short-form video and social commerce, Youku proves there is still immense value in long-form, premium storytelling. It plays a unique role in China’s digital ecosystem — not as the flashiest or trendiest platform, but as a stable, culturally significant venue for meaningful entertainment.

Brands seeking to make a lasting impression in China should not overlook the power of content integration, title sponsorships, and brand storytelling within Youku’s original productions. These campaigns often deliver deeper impact and long-term value compared to high-volume short video strategies.

Summary

Youku is a cornerstone of China’s digital entertainment world, offering unmatched opportunities for brand integration, audience engagement, and narrative-driven advertising. With its deep cultural roots, loyal viewer base, and premium content strategy, Youku offers a powerful, authentic way for brands to enter and grow in the Chinese market.

And it’s not just within China—TV-based content and shopping formats are seeing renewed momentum across Asia. For a deeper look at how TV shopping is evolving in regional markets, explore our recent blog on Asia’s modern TV shopping landscape.

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At Comms8, we specialise in helping businesses leverage the power of cross-border marketing in Asia. With our expertise, we can assist you in harnessing the influence of social commerce strategies to boost your brand’s credibility and awareness. Contact us today to learn more about empowering your brand in the dynamic market.