Tomb-raiding soldiers and imperial courtvillains are leading the latest battlefront for China's internet giants, which are pouring billions of dollars into new digital content to create the nation's answer to Netflix Inc.

Streaming platforms from Baidu Inc, Alibaba Group Holding Ltd and Tencent Holdings Ltd are among more than a dozen vying for dominance in an industry forecast to expand almost 30 per cent a year through 2020.

Whereas Youtube-style videos and the odd pirated TV episode were once enough to draw web viewers, they're now seeking - and willing to pay up to 19.8 yuan ($2.95) a month to watch - more compelling characters on original, professionally made TV and movies.