Revenue-sharing online marketing services
We conduct certain online marketing services as an agent, such as Baidu Nuomi and Baidu Deliveries, by offering goods and
services supplied by third-party partners. The revenues from these services are presented on a net basis as we are not the primary obligor in the arrangements in accordance with ASC subtopic 605-45, or ASC 605-45, Revenue Recognition: Principal Agent Consideration. We recognize revenue share for provision of online promotional services based on a negotiated amount or a fixed rate representing the amount billed
to registered users less the amount paid to third-party partners, when all the revenue recognition criteria set forth in ASC 605 are met.
We provide subscription services which require us to stand ready to provide registered users with access to online documents
sharing platform, personal cloud computing service and premium content provided by iQiyi. Access to these services are available to subscribers throughout the subscription period, and revenue is recognized ratably as services are provided over the
Online marketing services involving Baidu Union
Baidu Union is the program through which we expand distribution of our customers sponsored links or advertisements by
leveraging traffic of the Baidu Union members internet properties. We make payments to Baidu Union members for acquisition of traffic. We recognize gross revenue for the amount of fees we receive from our customers. Payments made to Baidu
Union members are included in cost of revenues as traffic acquisition costs.
Nonmonetary exchanges of licensed copyrights of video contents.
We enter into nonmonetary transactions to exchange online broadcasting rights of licensed copyrights with other online video
broadcasting companies, or OVBC, from time to time. The exchanged licensed copyrights provide rights for each respective party only to broadcast the licensed copyrights received on its own website; meanwhile, each party retains the right to continue
broadcasting and/or sublicense the rights to the content it surrendered in the exchange. We account for these nonmonetary exchanges in accordance with ASC topic 845, or ASC 845, Nonmonetary Transactions, and record the transaction based on
the fair value of the asset surrendered.
We estimate the fair value of the contents surrendered by deriving an
average transaction price using actual cash sublicensing transactions for the same content with comparable counterparties, when available. The comparability of counterparties is assessed based on a number of factors, including relative
size and scale, as well as market share of online viewership traffic they generate. In instances when we do not have actual cash sublicensing transactions for the same content as reference points, the estimates of fair value of the content
surrendered is derived using an average transaction price of cash sub-licenses of content that is similar in nature with comparable counterparties. To assess whether the content is similar in nature to the
bartered content, we consider, amongst others, (i) the type and the popularity of the content (i.e. movie, television series); (ii) the geographic origination source of the content; and (iii) the unique visitor statistics for each
The attributable cost of the barter transaction is recognized as cost of revenues through the amortization of the
sublicensing right component of the exclusive licensed copyright, computed using the individual-film-forecast-computation method in accordance with ASC topic 926, or ASC 926, EntertainmentFilms. We recognized barter sublicensing
revenues of RMB423.8 million (US$61.0 million) and RMB366.25 million and the related costs of RMB369.2 million (US$53.2 million) and RMB277.82 million for the year ended December 31, 2016 and 2015, respectively. The barter
sublicensing revenues and the related cost of barter sublicensing were insignificant for the year ended December 31, 2014.