The evolution of digital platforms and their impact on traditional business models in China’s media industry in the early 21st century

the beginning of the 21st century in China was marked by explosive digitalization of the media industry, where platforms such as WeChat, Weibo, and Douyin disrupted traditional business models based on advertising and subscriptions in print, TV, and radio. The relevance of the study lies in the analysis of competition mechanisms, audience migration, and financial flows driven by network effects and algorithms, which led to a crisis for outdated media and the need for their adaptation under state regulation. The research combines quantitative analysis of secondary data from CNNIC, iResearch, Statista, and company financial reports—including time series of revenue and audience reach—with qualitative content analysis of publications in "Caixin" and "People's Daily," as well as case studies of media project transformations to identify causal relationships. The analysis revealed the growth of digital media’s share in advertising revenue from 14.7% in 2005 to 85.3% in 2025, audience migration (an 86.7% decline in print reach by 2024), and 5–34 times higher engagement on platforms in terms of session duration and interaction, with super apps diversifying revenue through e-commerce and fintech. The discussion emphasizes that platforms have created sustainable ecosystems, turning traditional media into content providers; for survival, a shift toward niche models with unique content and alternative monetization is required, balancing innovation and regulatory challenges for sustainable development.

digital platforms, media industry, China, business models, transformation