On November 1st, the 2018 Mango TV Investment Conference, themed “Young, Come with Me,†took place in Beijing. Over the years, the theme of the China Merchants Association has evolved—from “full-screen acceleration†to “running youth together,†and now to “young, come with me.†This evolution reflects the growing influence of Mango TV’s “love†for young audiences, deepening its connection with them.
Indeed, the rise of Mango TV and Hunan Satellite TV mirrors a similar trajectory. While Hunan TV pioneered the “young man†concept during the star-driven era on integrated channels, Mango TV has now captured a strong female user base that exceeds industry averages. It has built a vibrant, stylish, and high-quality brand identity, targeting a younger demographic.
Although their paths differ, both platforms have carved out unique positions in the market. As Luo Jianhui, Director of the Network Audiovisual Program Management Department at the State Press, Publication, Radio, Film and Television Bureau, noted, Mango TV has achieved remarkable success in the audiovisual media field.
In the first half of this year, Mango TV turned profitable and became the first platform in the industry to do so. New CEO Cai Huaijun expressed excitement about their goals for 2018: doubling the amount of content produced while continuing to focus on self-made programming. Currently, over 50% of the time users spend is on user-generated content.
Mango TV continues to innovate. Based on insights into young users’ preferences, the company plans to launch six new program categories in 2018—parental, suspense, cool culture, emotional, mango series, and customized advertising. These will form a comprehensive ecosystem of self-produced variety shows.
What makes Mango TV stand out is its ability to quickly break through with vertical content. The success of programs like “Where is Daddy?†and “Star Detective†shows that it can capture the attention of its target audience effectively. With a focus on emotional storytelling and logical puzzles, Mango TV has managed to resonate with both male and female viewers.
The platform’s strategy involves creating refined, group-oriented content that appeals to specific demographics. For example, shows like “Mom Is Superman†and “Baby's New Friend†tap into family dynamics and emotional connections, resonating strongly with female viewers. Meanwhile, “Star Detective†and “Escape from the Chamber†cater to young professionals who enjoy intellectual challenges.
According to Wei Feng, General Manager of East China Division at Ereli Group, Mango TV’s female user base (TGI=154) far exceeds industry standards, as does its younger demographic (TGI=122). Users also spend more time on the platform, averaging 103 minutes per day, ranking second in the industry.
This loyal user base aligns perfectly with Mango TV’s upcoming program lines, which are designed to maintain engagement and drive growth. As the video market becomes more competitive, only two types of content can truly succeed: IP-driven hits or vertically focused content.
With a strong vertical user base and the ability to consistently produce high-quality IP, Mango TV is well-positioned to lead in this space. To support this, the company has introduced a studio system, empowering content creators with greater autonomy and resources.
Mango TV’s vision is not just to create one hit after another, but to build sustainable innovation. By fostering a culture of creativity and investing in top talent, it aims to continuously deliver fresh, high-quality content that keeps users coming back.
As the market shifts from mass appeal to niche engagement, Mango TV is focusing on building an ecosystem that supports long-term growth. From hardware partnerships to software development, the company is working to expand its reach and strengthen its position in the industry.
In conclusion, Mango TV is not just chasing trends—it’s shaping them. With a clear strategy, a dedicated team, and a deep understanding of its audience, it’s well on its way to becoming a major player in the ever-evolving digital landscape.
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