Important Statistics That Illustrate Chinese Mobile App Market Development in the Video Sector

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Kevin Ford

July 24th, 2019

Video apps have become popular in many countries, but few have embraced them as wholeheartedly as those residing in China. There are many of these video apps on the market, as each is designed for a different segment of the population. Some are aimed at different demographics; others are for various cultures or regions. In order to determine the overall reach of this portion of Chinese mobile app market development, it’s important to look at the data. Many of these apps have broken their data down by income, gender, and even age.

Why Short Videos Are Popular

According to recent statistics, the average Chinese citizen spends around 38 minutes every day viewing short videos. Many of these videos are less than a minute long, and they contain interesting content that gets people’s attention. In 2018 alone, over half a billion residents of the country watched at least one of these short videos each day. That is a huge statistic, and it’s proof that there is an audience for this type of content.

One of the most popular platforms on the Chinese mobile app market for these videos is called TikTok. The official name of the platform is Douyin, and it is opened up and viewed by at least one in ten people in the country every single day. That’s quite a market share. The popularity of this app lies in the fact that it allows people to make short videos featuring themselves. They can upload a short video, add some music, and then post it to their account. From there, they can share it with their followers. As of 2018, TikTok is the most popular app in the iTunes store in the country.

Daily and Monthly Unique Devices of Mainstream Short Video Platforms

Chinese Mobile App Market Popularity

Douyin isn’t the only Chinese mobile app market entry for short videos. There are a number of additional options, some that are also designed for general demographics. One example of this is Kwai, commonly known by its full name of Kuaishou. This app was created back in 2011, and now it has a large reach with over 200 million people using it daily.

Companies that previously created longer form videos have found themselves scrambling to keep up with the popularity of short video content. iQiyi, a company that used to fill this longer video niche, has started to lose some of its user base. As a result, they are working to redo their software in order to add this additional functionality. However, it may be too late, as other companies have created their own video sharing apps, many of which are not aimed at the general population. Instead, they fulfill a specific niche and are aimed at smaller demographics in order to help their market share.

Smaller Niche Markets

Thanks to the overall size of the short video market in China, it’s possible for a niche platform to succeed. For example, there’s XiGua, designed for a segment of the Chinese mobile app market that needs professional content. Different advertisers and brands take advantage of this, providing a flow of revenue towards the creators of the app. Another niche app is Huoshan. This one is for people who live in a certain city tier – either 3, 4, or 5. Users who are between the ages of 24 and 49 in those cities use this app frequently. In addition to this, anime fans, as well as those who like game and comic culture, use Billibilli. This app was made just for them.

Gender is another niche that many app creators find themselves working within. Although many of the general short video apps are gender neutral, others are specifically for people who fall into gender groups. Since around 57% of all short video viewers are male, the demographics are fairly balanced, making it clear that plenty of women enjoy this format as well. Two apps designed for female users, MiaoPai and MeiPai, are very popular in the marketplace. Advertisers, in particular, are able to develop adds for their demographic. In addition to this, HuoShan and XiGua skew in the opposite direction and have a large male audience.

User Gender Distribution of Mainstream Short Video PlatformsUser Age Distribution of Mainstream Short Video Platforms

User Income Distribution of Mainstream Short Video Platforms

Overall, there are numerous options available on the Chinese mobile app market for creating and viewing short videos. These apps make up a large segment of the marketplace, which is helped by the fact that each is designed for a specific demographic. For example, TikTok, also known as Douyin, along with its competitor, KuiaShou, are both designed for the general market. Their video creation and viewing platform appeals to many different groups of people. Others, like MiaoPai, are designed solely for women and allow them to reach out to like-minded people. An additional demographic, older men and those who fall into the middle-aged category, have video apps marketed towards them as well. These apps are HuoShan and XiGua. Since China makes up a large segment of the market when it comes to those who enjoy short videos, these statistics are fitting. So, what can we glean from all of this? If any companies want to jump into the market, they will need to choose a specific demographic to market to from the beginning.

 

Kevin Ford

Marketing Manager

2019-07-24

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