China streaming gold rush continues, with Canadian kids/family distributor DHX Media adding library content to both LeTV and iQiyi this week.

The new AVOD/SVOD deals, announced in the run up to this year’s ATF in Singapore, involve about 350 hours of content.

iQiyi acquired non-exclusive AVOD and SVOD rights to more than 400 half-hours of content, including Teletubbies, Paddington and Caillou. iQiyi had five million paying subscribers as of 15 June 2015.

LeTV acquired OTT TV (smart TV and set-top box) and web broadcast rights to 313 half-hours of Teletubbies in English and Mandarin.

DHX’s announcement comes a little more than a month since Sesame Workshop started talking about its collaboration with three of China’s top digital platforms: Baidu’s iQiyi, Tencent Video, and Alibaba’s Tmall Box.

Over the next two years, Sesame Workshop will provide the international version of its classic preschool show, Sesame Street, along with other spin-offs, dubbed in Mandarin, to all three platforms.

Sesame Workshop has also signed its first video streaming deal in the territory with BesTV, the largest IPTV platform in China.

The kids deals follow major licensing agreements between China’s powerful video platforms and U.S. studios.

Earlier this month, CBS Studios International and PPTV signed an exclusive, multi-year licensing agreement for streaming rights to CBS and Showtime series in China.

The new deal provides PPTV’s 400 million users with access to current hit shows and exclusive premieres in China of selected new series from both CBC and Showtime.

Details of the titles or number of hours involved in the latest deal were not disclosed. CBS has also not said what the streaming release window is.

The new deal is the latest in the escalating rights rush, with thousands of hours of content sold in the past few months.

Although distributors say they’re getting real licensing money out of China, some say rates are still well below what they should be.

The upside is some progress in the battle against piracy, although observers say illegal access is still rampant.

Recent deals include Sony Pictures Television’s licensing agreement extension for feature films with Baidu-owned iQiyi.

The new multi-year deal, announced at the end of October, covers SVOD rights to hundreds of Sony Pictures titles a year. The exact number of titles has not been disclosed.

Sony Pictures titles include Men In Black and Spider-Man trilogies, thrillers Resident Evil and Underworld, as well as family friendly titles such as Stuart Little and Jumanji. The deal also gives iQiyi VOD rights to the studio’s current film slate, including Pixels, The Walk and Goosebumps.

iQiyi senior vice president, Xianghua Yang, said the platform’s cooperation with major global studios meets “growing demand and helps prevent online piracy”.

This article first appeared in ContentAsia eNewsletter 221, published on 16 November 2015