-The following data and analysis are all from the Analysis Report on Market Prospect Forecast and Investment Strategic Planning of China Short Video Industry by Forward-looking Industry Research Institute. ?

The industry has entered a stable period

In recent years, China's short video industry has developed rapidly. Up to now, China's short video industry has gone through four stages, namely, the gaining period, the transition period, the outbreak period and the stable period. At present, it is in a stable period, and the competition pattern is gradually stable. The short video platform explores a more diversified and deeper commercial realization model.

There are many participants in the industrial chain

China's short video industry industrial chain has gradually formed, and there are many participants in the industrial chain, including content producers, content distributors, user terminals, basic supporters (such as technical service providers and data monitors), advertisers and regulatory authorities. Content producers are mainly divided into three categories: PGC (professional production content), PUGC (online celebrity/star production content) and UGC (user-produced content); Content distributors include short video platforms, news information platforms, social platforms and traditional video platforms.

The epidemic has given birth to more users

The outbreak of the COVID-19 epidemic at the end of p>2119 further tapped the potential of short video information dissemination, and the scale of short video users further increased. According to CNNIC data, in June 2121, the number of short video users in China has reached 817.86 million, and the utilization rate is as high as 87%.

note: usage rate = short video user scale/netizen user scale.

The exploration of business model boosts the market scale

While the scale of users is increasing, short video platforms in China are also actively exploring more diversified and deeper commercial realization models, which has also led to the growth of the market scale of the whole industry. In 2119, the scale of China's short video industry has reached 131.24 billion yuan.

short video companies gradually go to sea

In recent three years, with the increasingly fierce domestic short video market, going to sea has become a popular choice for short video companies to seek high efficiency, with Aauto Quicker and ByteDance as typical representatives. Domestic short video players all consider the geographical advantages, culture, market size and competition when they go to sea. In the expansion path of overseas markets, almost all players choose the development path starting from emerging markets such as East Asia, Southeast Asia and South Asia.

At the end of p>2116, Aauto Quicker began to try internationalization and launched an overseas version of Kwai from Aauto Quicker. In May, 2117, ByteDance also started to go to sea, and launched Tik Tok's international version of Tik Tok overseas, focusing on Southeast Asia, Japan and South Korea. The overseas team responsible for Kwai began to operate independently and went online in several foreign markets. In October 2117, ByteDance acquired Musical.ly, an American short video sharing platform, and integrated it with Tik Tok. In 2118, ByteDance and Alibaba simultaneously launched Helo and VMate, social products in Indian native languages. In April 2121, Aauto Quicker launched SnackVideo overseas, and in May 2121, Zynn was launched in the United States. However, in August 2121, ByteDance's product TikTok was threatened by American politicians in the context of the rapid expansion of the United States, and US President Trump announced that Tik Tok had to close or sell its American business before September 5.

TikTok has made great achievements at sea

In its second year at sea, Tiktok's downloads in a single quarter have exceeded 1 billion times. In the first quarter of 2121, TikTok downloads reached 315 million times, surpassing Facebook and Instagram, two major mobile applications in North America, ranking first. TikTok even downloaded twice as much as Instagram.

Note: The data does not include the third-party Android market in China and other regions. The above TikTok downloads include the downloads of Tik Tok version.

Vertical short video content

Up to now, short video in China has spread from the platform to various fields, and the fields of beauty, funny, food and games have gradually matured. On the other hand, short videos have gradually become an important marketing channel for major advertisers. Advertisers like to put advertisements on KOL, a short video such as plot/funny, young lady and beauty. According to the latest report released by Cass Data and Mars Culture, the story/funny KOL is the favorite of advertisers, and the story/funny KOL accounts for 17.87% of advertisers' short video delivery.

note: the statistical data in the above table is from 2118.11.11 to 2119.11.31.

games, funny, delicious food and other fields are still in the leading position in powder increasing. According to the latest Inventory Report on the Development of Short Video Content in the First Half of 2121 released by Crowley, Tik Tok and Aauto Quicker ranked in the top five in the fields of games, jokes and food. In addition, the field of news society developed rapidly during the epidemic, among which KOL, the news society category of Tik Tok Platform, ranked first, with a growth rate of 24%.

note: the research scope is the TOP111 account of Tik Tok powder increasing amount from October 1, 2121 to June 31, 2121.

note: the research scope is the TOP111 account of Aauto Quicker powder increasing amount from October 1, 2121 to June 31, 2121.

The state strengthens supervision

Due to the low entry threshold of short videos and few self-censorship mechanisms, under the background of the rapid development of the industry, a large number of vulgar content, the proliferation of false content, content plagiarism and other issues are gradually exposed. To this end, China has stepped up supervision of the short video industry.

in July, 2117, the national public information network safety supervision regulations stipulated that short videos prohibited bad behaviors such as tattoos, pornography, vulgarity, violence and dating. In October, 2119, China Network Audiovisual Program Service Association issued "Network Short Video Platform Management Specification" and "Network Short Video Content Auditing Standard Rules", which comprehensively standardized the problems of short video platforms. In July 2121, the National Network Information Office launched a two-month special rectification of "Qinglang" minors' summer network environment, and severely cracked down on harmful information related to minors existing in live broadcast and short video website platforms.

The market scale is expected to be close to 611 billion yuan

In the future, the short video platform will further seek new breakthroughs, such as joining live broadcast, e-commerce and other services. At present, the head short video platform is already developing online live broadcast services, seeking to deepen the relationship with other content creators, and at the same time developing new functions to deepen the interaction between creators and users, further enhancing users' dependence on short video content.

in addition, as short videos attract larger user groups and take longer for users to spend time, advertisers will further shift traditional online advertising marketing to short video platforms, and the advertising marketing revenue of short video industry will further expand in the future.

on the other hand, the decline in the price of mobile traffic in the 4G era, the further popularization of 5G communication, and the development of artificial intelligence and big data technology will provide new support for short video platforms. In addition, the state strengthens the supervision of the industry, and the platform also strengthens the review of short video content released by users. On the whole, the short video industry has great development potential.

Foresight forecast, due to the outbreak of the epidemic, the development potential of short video will be further tapped, and the market scale of short video industry will grow at a relatively fast rate from 2121 to 2122, with a compound annual growth rate of about 44%; The growth rate of market scale will slow down from 2123 to 2125, but it is still higher than the compound annual growth rate of 1.6%. In 2125, the market scale of short video industry is expected to approach 611 billion yuan.