The analysis report pointed out that as of the first quarter of 2017, the user stickiness gap between short videos and mobile videos has narrowed from 12.4% in the past to 6.4%. Short videos have a lower performance in terms of content production, platform distribution and discussion index. All have been infinitely amplified this year. Among the current domestic short video applications, Kuaishou leads the short video market with an absolute advantage of 120 million monthly active users, followed by the second echelon composed of Faceu, Meipai and Toutiao Video, followed by Zuiyou, Miaopai, Xiaoying, Xiaokaxiu and the newly emerged Douyin and Waqu.
Although the short video market has not yet reached full competition, the development direction of short video platforms has begun to clearly differentiate. UGC short video platforms represented by Kuaishou and Meipai have an absolute advantage in traffic. Selfie videos and social networking represented by Facue represent another development direction of social media, while PGC and UPGC represented by Toutiao Video and Zuiyou. It occupies the majority of traffic in mainstream video dissemination and distribution.
In the development of the UGC short video market, Meipai and Kuaishou are obviously developing rapidly in two different directions. One is oriented by user interests and distributes traffic through algorithm recommendations. Kuaishou uses fast content production to acquire a huge number of users; the other is oriented by high-quality content, with young people and users in first- and second-tier cities as the main user groups, and is deeply involved in food and beauty. Contents in vertical fields such as makeup, sports, and dance can cultivate a community atmosphere and attract high-quality original video experts to settle in. The development of these two major short video platforms shows the current overall development trend of China's short video industry in a complementary manner.
Trustdata mobile big data monitoring platform shows that Kuaishou users have grown rapidly from 22.21 million daily active users in April 2016 to 43.66 million, a year-on-year increase of more than 20 million. Official data from Meitu shows that as of December 31, 2016, Meipai had 113 million monthly active users. In January 2017, Meipai had an average of 160 million monthly active users. Since its launch in May 2014, Meipai user activity has continued to increase. In 2016, the average time each user spent on Meipai per day was approximately 28 to 36 minutes.
With the entry of BAT this year, the short video market has entered a period of rapid development. Relevant media reports pointed out that short videos will become one of the important carriers of Internet information dissemination in the future. Since this year, the short video market has shown rapid fragmentation and development, and short video original platforms represented by Meipai will follow the video creation With the continuous incubation of readers and people’s needs for viewing and emotional expression of short videos, they have achieved further development.