China Short Video Industry Analysis

Short video Industry Analysis Short videos stand out in the pan-entertainment industryThe short video industry is gaining momentum, with user video scale exceeding 820 million, a year-on-year growth rate exceeding 32%Pan-entertainment typical industryMonthly active usersOnline VideoShort VideoMobile GameOnline Music 20189.429.646.208.21 6.416.91 6.066.58 2019The duration of short videos is also explosively increasing. The average monthly usage time per capita exceeds 22 hours, an increase of 8.6% year-on-year.YOY Growth Rate 2.4%YOY Growth Rate 32.3%YOY Growth Rate 7.8%YOY Growth Rate 8.6%Pan-entertainment typical industryMonthly usage time per capitaOnline VideoShort VideoMobile GameOnline Music 5.4 5.219.6 18.520.522.313.612.8 YOY Growth Rate 2.2%YOY Growth Rate 5.3%YOY Growth Rate 8.6%YOY Growth Rate 5.4%This means that 7.2 of the 10 mobile Internet users are using short video products, and the number of active users of short video and Online Video has been further reduced20182019Behind it is the competition between major platforms for user attention. What is worthy of our attention is that short videos are eroding the duration of other pan-entertainment industries. Online video, online reading, mobile game and other pan-entertainment industries have average monthly time per capita. Varying degrees of declineThe main source of new short video users and the sinking users in third- and fourth-tier cities aged 35 and aboveAge18-19-24 25-30 31-35 36-40 41-45 46+Age distribution of new short video installers6.9% 18.6% 23.4% 24.2 % 12.2% 8.4% 6.3% New users in the short video industry7.9% 10.4% 18.9% 23.0% 12.8% 15.4% 11.6% Intercity distribution of newly installed usersCity grade colorT1T1.5T2T3T4T5-Short video industryuserShort video industryNew users6.8% 15.5% 20.9% 24.7% 19.0% 13.0% 6.2% 15.2% 20.6% 26.9% 19.8% 11.3% The competitive landscape of the short video industry: the second half where the giants lead is a battle for business efficiency The number of open apps per capita in the short video industry exceeded 11% and reached 1.75 year-on-year growth. Competition in the industry has intensified. Short video players are arranging the panoramic ecology to find increments and conducting team battles with the ecological product matrix of APP+ appletsShort video industryNumber of apps opened per capita2018 1.582019 1.75Short video industry layoutPanorama ecologyPercentage of APP2018 2019 3.1%5.4%Industry "Two Superpowers and Many Strong"TikTok's three short video products have nearly 590 million users to remove duplicatesKuaishou users reach 340 millionTencent ranks among billion-dollar clubsBaidu's short video products rose year-on-yearTikTokKuaishouTencentBaiduDouyin short videoWatermelon videoVolcano videoKuaishouWeishiHot pot videoHaokan videoQuanmin video 0.160.690.111.050.213.411.061.061.312.011.073.114.850.17Short videoTypical APPNumber of active usersUnit (100 million)20182019Typical short video industry in 2019APP users go to TOP5DouyinKuaishouKuaishou 55.6%Watermalon 25.4%Volcano 18.0%Haokan12.3%Weishi11.0%Douyin 68.2%Watermalon 22.3%Valcano 18.4%Haokan9.7%Weishi8.9%Short video user portraitSexualityAgeCityMale Female 52.6%47.4%46+41-45 36-40 31-35 25-30 19-24 18-6.9% 18.6% 23.4% 24.2 % 12.2% 8.4% 6.3% T1T1.5T5+T4T3T26.8% 15.5% 20.9% 24.7% 19.0% 13.0% Spending Power1000+200-1000=17.2% 42.7% 39.7% 200元The short video industry accelerates the pace of commercialization, and improving user value becomes the keyThe main ways to realize the short video industryGameShopsADLive rewardsPay for knowledgeConsumption of short video content in the sinking market TOP10Fun Food Entertainment Life Toursit Encouraging Art Knowledge HealthCare Skills 48.3%45.5%38.4%38.3%35.0%34.7%33.3%30.9%29.1%28.9%Motivation of users in the short video industryRecord your own life, mainly for yourself Show yourself and receive recognition from others Video production beautify, more beautiful and more interestingMake new friends with the same hobbiesAttract fans and make money67.3%54.3%47.5%39.5%21.1%Short video shooting user portrait deviationMale 18- Female19--2425--3031--3536--3941--4545+ -3.4 3.4% -0.5% 4.3% 4.1% -0.9% -2.7% -2.4 -1.8 Short Video LiveShort live videoResonUserLive content is real and interesting Diversified live content There is a live broadcast that I like The live content is practical Low threshold, ordinary people can also attract fansWatching live broadcasts is highly interactive High quality live content The live broadcast is obvious and easy to find Like to watch live streaming 49.4%47.9%42.3%39.4%35.8%35.2%35.1%34.1%25.4%MaleFemalT1T1.5T2T3T4T5+ -2.2% 2.2% 0.6% -0.5% -1.2% 0.6% 0.1% 0.3% Watch live time distribution0:001:00 2:00 3:00 4:00 5:00 6:00 7:00 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 19:00 20:00 21:00 22:00 23:00 18:00 Top20-22 o'clock in the eveningIs the peak time for watching live broadcastsReal and interesting content and diversified live content are the main reasons for users to watch the live broadcast. The love and trust of the host is also an important reason for users to watch the host.Recording life and presenting themselves are the main driving reasons for filming users. Women have a stronger desire for filming and display than men. Features such as one-click follow-up, filter beauty and other functions are loved by young users aged 20-30Build a richer and more three-dimensional content ecology around users' preferencesAge distribution of new installers
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