The number of short video users in China accounts for 68% of the country's total...

The number of short video users in China accounts for 68% of the country's total population

The number of short video users in China accounts for 68% of the country's total population

3 hours ago

The number of short video users in China reached 962 million by the end of June, which is equivalent to 68% of the country’s total population (1.41 billion people), data from China Internet Network Information Center showed.

Among all internet applications, short video is best performer in terms of number of users growth over the past six months, 28 million new users added over the period, 8.3 percent higher than in December 2021.

As of the end of first half 2022, the number of Chinese netizens reached 1.05 billion, with 99.6 per cent using a mobile phone,

Netizens spent an average of 29.5 hours online every week in the first six months of the year, nearly three hours more than last year, the CNNIC report showed.

Short video like Douyin and Kuaishou has grown into a major marketing channel for merchant and content creators. Taking music as a good example, more and more popular sings rely heavily on Douyin because different genre of short clips from songs can be identified by the platform’s algorithms and find most-matched users. An increasing number of artists now choose Douyin to debut their new songs in the hopes of becoming a viral hit.

Douyin has more than 600 million daily active users (DAU) while Kuaishou’s DAUs surpassed 347 million in the second quarter. However, people addiction to short video applications is becoming increasingly prominent, which has brought great challenges to the physical and mental health and daily life of people especially the adolescents.

China has imposed harsher regulations governing internet platforms over the past couple of years, including rules on algorithms.

The regulation on algorithms, which took effect in March, aims to ruin in the use of algorithms in apps operated by Alibaba, Tencent, ByteDance, aiming at addressing algorithmic discrimination, where products and services are priced differently for different online users.

It also restricted how short video operator used algorithms to recommend what users would like to read, watch, play and buy online.

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