China Short Video Industry Analysis
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Short-form videos allow you greater leeway to create hard-hitting, relevant films that get right to the point without the time commitment of longer-form content. People buy based on emotion for rational reasons, therefore appealing to their emotions in a short amount of time is certainly more challenging.
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Short videos stand out in the pan-entertainment industry

The short video industry is gaining momentum, with user video scale exceeding 820 million, a year-on-year growth rate exceeding 32%
Pan-entertainment typical industry
Monthly active users
2018
2019
Online Video
9.42
9.64

Short Video
6.20
8.21

Mobile Game
6.41
6.91

Online Music
6.06
6.58



The 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.
Pan-entertainment typical industry
Monthly usage time per capita
2018
2019
Online Video
13.6
12.8

Short Video
20.5
22.3

Mobile Game
19.6
18.5

Online Music
5.4
5.2



The main source of new short video users and the sinking users in third- and fourth-tier cities aged 35 and above
Intercity distribution of newly installed users
City grade color
T1
T1.5
T2
T3
T4
T5-
Short video industry
user
6.8% 15.5% 20.9% 24.7% 19.0% 13.0%
Short video industry
New users
6.2% 15.2% 20.6% 26.9% 19.8% 11.3%
Age distribution of new installers
Age
18-
19-24
25-30
31-35
36-40
41-45
46+
Age distribution of new short video installers
6.9% 18.6% 23.4% 24.2 % 12.2% 8.4% 6.3%
New users in the short video industry
7.9% 10.4% 18.9% 23.0% 12.8% 15.4% 11.6%

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+ applets
Short video industry
Number of apps opened per capita
2018
1.58
2019
1.75
Short video industry layout
Panorama ecology
Percentage of APP
2018
3.1%
2019
5.4%

Industry "Two Superpowers and Many Strong"
TikTok's three short video products have nearly 590 million users to remove duplicates
Kuaishou users reach 340 million
Tencent ranks among billion-dollar clubs
Baidu's short video products rose year-on-year

Short video
Typical APP
Number of active users
Unit (100 million)
2018
2019
TikTok
Douyin short video
3.11
4.85
Watermelon video
1.07
1.31
Volcano video
1.06
1.06
Kuaishou
Kuaishou
2.01
3.41
Tencent
Weishi
0.21
1.05
Hot pot video
0.11
Baidu
Haokan video
0.17
0.69
Quanmin video
0.16

Typical short video industry in 2019
APP users go to TOP5
Douyin
Kuaishou
55.6%
Watermalon
25.4%
Volcano
18.0%
Haokan
12.3%
Weishi
11.0%
Kuaishou
Douyin
68.2%
Watermalon
22.3%
Valcano
18.4%
Haokan
9.7%
Weishi
8.9%

Short video user portrait
Sexuality
Male
52.6%
Female
47.4%
Age
18-
19-24
25-30
31-35
36-40
41-45
46+
6.9% 18.6% 23.4% 24.2 % 12.2% 8.4% 6.3%
City
T1
T1.5
T2
T3
T4
T5+
6.8% 15.5% 20.9% 24.7% 19.0% 13.0%
Spending Power
1000+
200-1000=
200元
17.2% 42.7% 39.7%

The short video industry accelerates the pace of commercialization, and improving user value becomes the key

The main ways to realize the short video industry
Game
Shops
AD
Live rewards
Pay for knowledge

Consumption of short video content in the sinking market TOP10
Fun
48.3%
Food
45.5%
Entertainment
38.4%
Life
38.3%
Toursit
35.0%
Encouraging
34.7%
Art
33.3%
Knowledge
30.9%
HealthCare
29.1%
Skills
28.9%


Short Video Live
Motivation of users in the short video industry
Record your own life, mainly for yourself
67.3%
Show yourself and receive recognition from others
54.3%
Video production beautify, more beautiful and more interesting
47.5%
Make new friends with the same hobbies
39.5%
Attract fans and make money
21.1%

Short video shooting user portrait deviation
Male
-3.4
Female
3.4%
18-
-0.5%
19--24
4.3%
25--30
4.1%
31--35
-0.9%
36--39
-2.7%
41--45
-2.4
45+
-1.8

Short live video
Reson
Live content is real and interesting
49.4%
Diversified live content
47.9%
There is a live broadcast that I like
42.3%
The live content is practical
39.4%
Low threshold, ordinary people can also attract fans
35.8%
Watching live broadcasts is highly interactive
35.2%
High quality live content
35.1%
The live broadcast is obvious and easy to find
34.1%
Like to watch live streaming
25.4%

User
Male
-2.2%
Femal
2.2%
T1
-0.5%
T1.5
0.3%
T2
0.1%
T3
0.6%
T4
0.6%
T5+
-1.2%

Watch live time distribution
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Top
22:00
23:00
