GUANGZHOU — The popular reality shows on Mango TV, the Chinese streaming platform run by a state-run broadcasting service, have helped the platform grow to 280 million monthly users in just four years.

On May 5, Mango TV began streaming the newest season of the popular talent show “Ride the Wind.” Analytics firm Beacon Research reported that as of June 15, the program had received 3.8 billion views.

“Ride the Breeze” follows the arrangement of most icon shows, highlighting ladies who contend in tune or dance. There were 33 contestants this season. Additionally, there is footage of the contestants getting ready for the spotlight.

“Ride the Wind” has grown to become one of China’s most popular variety shows since its debut in 2020.

The fourth season is on track to surpass last year’s third season’s nearly 6 billion cumulative views. The native Japanese singer Mai Mizuhashi, better known by her stage name MARiA, is a big reason.

With the release of the song Gokuraku Jodo (literally “Paradise Land”) in 2016, MARiA first gained popularity in China. A following developed particularly among Chinese enthusiasts of Japanese anime.

On April 28, an online poll for “Ride the Wind” opened, and MARiA received close to 70 million votes, placing her ahead of other candidates.

Other reality shows have been launched by Mango TV. Celebrities take on the roles of homicide detectives on “Who’s the Murderer,” while guests on “Back to the Field” must learn how to survive off the grid.

Mango TV is operated by Mango Excellent Media, a division of the state-owned Hunan Broadcasting System. The stage, which charges an essential expense of 22 yuan ($3) a month for access, has turned into the third-greatest decoration in China.

According to QuestMobile, a research company, Mango TV’s monthly active users reached 280 million in April, up from about 100 million in 2018 and 2019.

Despite this, Mango Excellent Media’s sales have remained subdued. In 2022, net profit decreased by 14% to 1.8 billion yuan, or $249 million, as revenue decreased by 11% to 13.7 billion yuan. In January and March, net profit increased year over year, but revenue still decreased by 2% to 3 billion yuan.

Around 80% of income comes from Mango television. However, despite the channel’s growing membership, the ad revenue has decreased. Web based streaming stages in China ordinarily depend vigorously on in-video promotions, making them more helpless against financial swings.

At a recent event for the industry, Hunan Broadcasting System Chairman Zhang Huali stated, “Several of our programs, like “Ride the Wind,” have become pop culture sensations.”

Whether the channel can change over viewership into benefit will depend on its capacity to create hits, yet its financial discipline also.