What is Virtual Gifts

This chapter examines the growth and influence of over-the-top (OTT) media within China's unique economic and legal context. It examines the business models, revenue sources, and revolutionary shift in content consumption and creation patterns brought about by major platforms like iQiyi, Tencent Video, and Youku. The regulatory practices in China are highlighted, along with the potential and difficulties that they provide to the OTT scene. Questions concerning media pluralism, content quality, and algorithmic recommendation systems are highlighted as the authors look at the broader societal ramifications, including the effect on cultural trends, celebrity culture, and the film and television industry.