China News Service, March 2nd. On March 2nd, China Internet Network Information Center (CNNIC) released the 51st "Statistical Report on Internet Development in China" (hereinafter referred to as "Report"), showing that as of December 2022, , the number of short video users exceeded one billion for the first time, and the user utilization rate was as high as 94.8%.
Zhou Jie, deputy secretary-general of the China Network Audio-Visual Program Service Association, said that with the development of the industry, short video content has been continuously enriched, which has driven the growth of user scale and enhanced stickiness, and has become the main source of mobile Internet time and traffic increment.
In addition, short videos also complement each other with live broadcasting, e-commerce, education, tourism and other industries, and gradually penetrate into the entire life scene of netizens.
First, the scale of users has grown rapidly, and short videos have become universal applications.
In the five years from 2018 to 2022, the number of short video users has increased from 648 million to 1.012 billion, and the annual new users are more than 60 million. Among them, in 2019 and 2020, affected by multiple factors such as the epidemic, technology, and platform development strategies, the annual The number of new users is more than 100 million.
At the same time, the user utilization rate increased from 78.2% to 94.8%, an increase of 16.6 percentage points, and the gap with the utilization rate of the largest Internet application (instant messaging) narrowed from 17.4 percentage points to 2.4 percentage points.
The second is to continue to bring more diverse and high-quality live broadcast content, and the live broadcast ecology and operation system have further matured.
In recent years, short video platforms have continuously increased the supply of live broadcast content, expanded the boundaries of live broadcast, and the trend of diversification of live broadcast has further emerged. The types of live broadcast such as intangible genetic inheritance, knowledge sharing, helping farmers and benefiting farmers, online recruitment, and online dating have continued to mature.
As of the end of 2022, Kuaishou has nearly 400 types of live broadcasts, among which five types of live broadcasts, such as helping farmers and supporting farmers, and popular science teaching, are the most popular among users.
From September 2021 to August 2022, the income from performing arts live broadcast rewards on the Douyin platform increased by 46% year-on-year, and online live broadcast rewards have become one of the important sources of income for many county-level opera troupes.
The third is to accelerate the integration with e-commerce, and gradually improve the e-commerce industry ecology.
The short video platform continues to expand its e-commerce business, and the monetization model of "content + e-commerce" has deeply affected users' consumption habits.
In June 2022, the volume of Douyin short video playback increased by 44% year-on-year; users generated commodity consumption through content consumption, and the total merchandise transactions brought by short videos increased by 161% year-on-year.
In the third quarter, Kuaishou’s total e-commerce merchandise transactions reached 222.5 billion yuan, a year-on-year increase of 26.6%. Relying on the advantages of traffic and efficiency, it continued to attract more merchants to settle in, and the number of newly opened stores increased by nearly 80% year-on-year.
(China New Finance and Economics)