Content is king. The marketing credo has gradually been imbued with more importance since last year by two Chinese internet giants, Alibaba and Tencent, both of which have staked up the shares of Bilibili over the past 6 months, resulting in share acquisition upsurges to 8% by the former, and 12% by the latter. The action is taken in a bid to increase the content attraction for youngsters. China’s digital content sector, which includes video platforms, music, books, and literature, among others, is now interpreted as a stable market that will probably not be affected by administrative policies. Tech titans have long built content portfolios in a way to tap into generation Z’s purchasing power.
