Alibaba is making a big bet on online video, with the rollout of a content service in China aimed at enticing people to pay a monthly subscription in a market where most programming is accessed for free.
But if the Chinese ecommerce group can make the model work, analysts and competitors say it could transform a sector that is haemorrhaging cash amid a bidding war among companies for top content.
Alibaba’s new offering is called Tmall Box Office, a service the group said would be similar to Netflix, the US streaming service that has yet to receive a license to operate in China, and HBO, the pay-television network.
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