China’s search giant Baidu, which launched its video search service back in February this year, has issued a report based on the stats it’s been keeping about video search behavior in China. You can see Chinese press reports about the study here, here, and here. The short version of things:

  • Baidu says that on average more than 3 million individuals use video search daily.
  • Baidu’s search (this, to remind you, according to Baidu) contributes over 90% of search-driven traffic to video sites, followed by Google’s video search and Tencent’s Soso.
  • In the video sharing category, Tudou.com, 56.com, and Youku.com lead the market (no surprises there) with a combined market share of close to 56%.
  • Baidu puts Tudou.com out in front, with 22.18%, followed by 56.com with 19.98% share, and then Youku.com with 13.92% share
  • “Adult-related” search terms account for (get this) 34.14% of daily search volume. This is followed by celebrity-related (14.74%), TV serial related (12.48%), and animation-related (12.21%).
  • Taiwan-created television serials rule the roost, accounting for seven of the top 10 searched TV serials. The mainland, South Korea, and Hong Kong each have only one production in the top 10.

Thanks to Marbridge Consulting’s new daily news brief for putting me onto the scent of this.