A new industry report is shedding light on China’s short video user market. It shared stats related to a decline in figures for the first time.
Thanks to apps such as TikTok, Douyin, and WeChat - the short video phenomenon used to go on strong. Now, however, the report is proving how the figures are shrinking and it’s the first time this has happened.
The report comes to us thanks to the broadcasting giant National Radio and Television Administration which regulates the domain. It shared how the users hit the one billion figure by June end but that’s nearly 300 million fewer people than what was seen in December of last year.
This information highlights a major fall in users found in the short video market which saw a steady rise in users over the last couple of years. We’re talking from 648M in 2018 to nearly one billion in the year 2023.
As a result of this behavior, Douyin who is the Chinese version of TikTok managed to gain major profits through target ads and matters like e-commerce and live streams. Still, the growth rate every year for users kept slowing down from 19% to 4% during a similar time.
As per one leading market research analyst firm, no matter what the figures show, it’s important to understand that there is growth happening and the demand is high. Figures do fluctuate with time, they added but the core message is that the industry scale continues to hit a new high.
Short video app operators are working hard to try and better their focus on certain sectors such as shorter dramas, AI video, and live streams done in groups. It’s a major growth for the market and one that needs to be appreciated.
The report shared more on new initiatives taken by companies like ByteDance who only began testing short-form content during the latter part of 2023. One of the main rivals for the firm, Kuaishou shared in August another interesting feature called Sora that would offer AI video production services.
This was the exact same timeframe when we saw ByteDance offer its rival platform called Jimeng. It’s known to be a text-to-video service up for downloads on the Chinese App Store. The industry report shared more on this front including how demographic changes done to the Chinese short video market and how apps are preparing well to cater to the masses.
It’s not just the youth who are fans of short videos but older individuals too. The demographics showed how those who are above 50 had more growth in 2023 for short videos while those in the younger age bracket remained unchanged or showed a decline.
H/T: SCMP
Read next: How YouTube’s Big-Screen Focus Is Reshaping Content, Viewer Trends, and Platform Features
Thanks to apps such as TikTok, Douyin, and WeChat - the short video phenomenon used to go on strong. Now, however, the report is proving how the figures are shrinking and it’s the first time this has happened.
The report comes to us thanks to the broadcasting giant National Radio and Television Administration which regulates the domain. It shared how the users hit the one billion figure by June end but that’s nearly 300 million fewer people than what was seen in December of last year.
This information highlights a major fall in users found in the short video market which saw a steady rise in users over the last couple of years. We’re talking from 648M in 2018 to nearly one billion in the year 2023.
As a result of this behavior, Douyin who is the Chinese version of TikTok managed to gain major profits through target ads and matters like e-commerce and live streams. Still, the growth rate every year for users kept slowing down from 19% to 4% during a similar time.
As per one leading market research analyst firm, no matter what the figures show, it’s important to understand that there is growth happening and the demand is high. Figures do fluctuate with time, they added but the core message is that the industry scale continues to hit a new high.
Short video app operators are working hard to try and better their focus on certain sectors such as shorter dramas, AI video, and live streams done in groups. It’s a major growth for the market and one that needs to be appreciated.
The report shared more on new initiatives taken by companies like ByteDance who only began testing short-form content during the latter part of 2023. One of the main rivals for the firm, Kuaishou shared in August another interesting feature called Sora that would offer AI video production services.
This was the exact same timeframe when we saw ByteDance offer its rival platform called Jimeng. It’s known to be a text-to-video service up for downloads on the Chinese App Store. The industry report shared more on this front including how demographic changes done to the Chinese short video market and how apps are preparing well to cater to the masses.
It’s not just the youth who are fans of short videos but older individuals too. The demographics showed how those who are above 50 had more growth in 2023 for short videos while those in the younger age bracket remained unchanged or showed a decline.
H/T: SCMP
Read next: How YouTube’s Big-Screen Focus Is Reshaping Content, Viewer Trends, and Platform Features
