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MindMap Gallery China Short Video Industry Analysis
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China Short Video Industry Analysis
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.
Edited at 2021-09-14 05:59:32
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- Outline
Short video Industry Analysis
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
Year-on-year growth 2.4%
Short Video
6.20
8.21
Year-on-year growth32.3%
Mobile Game
6.41
6.91
Year-on-year growth 7.8%
Online Music
6.06
6.58
Year-on-year growth 8.6%
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 reduced
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
Year-on-year growth-5.4%
Short Video
20.5
22.3
Year-on-year growth 8.6%
Mobile Game
19.6
18.5
Year-on-year growth-5.3%
Online Music
5.4
5.2
Year-on-year growth-2.2%
Behind 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 decline
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%
Build a richer and more three-dimensional content ecology around users’ preferences
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%
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 20-30
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%
Real 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.
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
0：00
1：00
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
18:00
19：00
20：00
21：00
Top
22：00
23：00
20-22 o'clock in the evening Is the peak time for watching live broadcasts