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Online video platforms in China have been evolving in a way that often makes the viewing experience less convenient. Most domestic videos, such as those on Youku or iQiyi, are 15 seconds or longer and cannot be skipped. This can be frustrating for users who don’t want to watch irrelevant ads. In contrast, YouTube allows viewers to skip ads after just 5 seconds, making the waiting time much shorter and more user-friendly.
YouTube once used an advertising model called “TrueView,†where advertisers were only charged if the ad was watched for more than 30 seconds. This system benefited everyone: it helped YouTube earn revenue, allowed advertisers to target engaged users, and gave viewers a better experience by avoiding unnecessary ads.
For advertisers, users who skip ads within 5 seconds are likely not their target audience. Why would they pay for an ad that’s not even being watched? On the other hand, if someone watches an ad for 30 seconds, they’re probably more interested in the product. That’s why advertisers are willing to pay for those impressions — they know they’re reaching real potential customers.
This model created a positive feedback loop. Advertisers saw better results, which encouraged more brands to join, and content creators benefited from higher ad revenues. Compared to some domestic platforms, where ads are often intrusive and hard to skip, YouTube’s approach is more efficient and respectful of user time.
So why don’t Chinese platforms like Youku and iQiyi adopt similar policies? According to @MiamiCold, a product manager at Sina Weibo, there are three main reasons.
First, the business models differ. Domestic video sites rely heavily on premium, high-cost copyrighted content. For example, when a platform signs a popular show like “Yueyue Biography,†advertisers rush to buy ad space, so there’s no need for performance-based ads. In contrast, YouTube is mostly user-generated content, which means it doesn’t have the same level of high-value content. If YouTube priced ads like domestic platforms, its ad sales might suffer significantly.
Second, technical and media backgrounds also play a role. YouTube has always focused on user-generated content, while Chinese platforms prioritize high-quality, licensed content. This difference shapes how they sell ads.
Third, domestic platforms need to protect their members’ interests. If ads could be skipped in 5 seconds, many users might choose to subscribe instead of watching ads. That would hurt the platform’s revenue model.
Despite these differences, both YouTube and Chinese platforms follow a basic logic in advertising: high-quality content is sold at a premium, while long-tail traffic is sold through auction-based models.
For example, in 2014, YouTube launched the Google Preferred program, which bundled the top 5% of channels and sold ad placements in advance. This is similar to the model used by Youku and iQiyi. Meanwhile, Youku and Tencent Video have started introducing 5-second skippable ads for long-tail content by integrating with DSPs and performance advertising platforms.
In short, while the ad experiences differ between platforms, the underlying goal remains the same: to deliver relevant ads to the right audience while maintaining a good user experience.
August 08, 2025