Features of content consumption in China's new media: trends and audience preferences

today's new media in China is a dynamic ecosystem where content consumption is influenced by technological innovation, government policy, and cultural characteristics. Unlike traditional media, they are based on interactive digital technologies, giving users the opportunity not only to consume but also to create content. The Chinese media market is characterized by unique features related to both technological innovation and government regulation. This article examines key trends in media consumption in China, including the popularity of short videos, the rise of AI-driven platforms, and personalized content. Special attention is given to audience preferences such as interactive formats, localized content, and the growing role of social commerce-oriented platforms. The study analyzes user engagement mechanisms, monetization models, and the role of algorithms in shaping the media agenda. Based on up-to-date data and case studies from leading Chinese platforms, the research identifies patterns in media consumption shifts and forecasts the industry’s future development.

new media, China, media consumption, digital platforms, social commerce, artificial intelligence