The user scale reached 10.4 billion, and the market size exceeded 7000 billion yuan - network audiovisual flourished (Big Data Observation)

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How much time do you spend scrolling videos each day? Data show that the scale of short video users in China has reached 10.12 billion, which has become the primary application to attract netizens to "touch the Internet".

At present, the network audiovisual industry represented by short video applications is booming, and new scenarios and new formats are constantly emerging, which not only enrich people's lives, but also profoundly change the way of cultural production, dissemination and consumption.

A niche book that was once "unpopular" quickly "out of the circle" with the help of a 50-second short video, and was reprinted 41 times, with a total print run of more than 400 million copies;

A live broadcast achieved sales of more than 2,<> yuan, helping Sigang Village in Nantong, Jiangsu Province open up sales channels for local brand rice, and became a "new agricultural tool" that drove villagers to increase their income;

A "MOOC" of "Pediatrics" allowed teachers and students of Jilin University and Inner Mongolia University for Nationalities to collide in the "cloud" classroom...

According to the "2023 China Network Audiovisual Development Research Report" (hereinafter referred to as the "Report") released recently, as of December 2022, the scale of China's online audiovisual users reached 12.10 billion, becoming the largest Internet application, and the market size of the pan-network audiovisual field exceeded 4 billion yuan.

What new scenarios and new formats have been spawned by the network audiovisual industry? How to promote the healthy development of the network audiovisual industry? The reporter recently conducted an interview.

The usage rate of online audiovisual netizens reached 97.4%

Short videos have become the primary application to attract netizens to "touch the Internet"

Digital life "every day", smart shopping process guide, online "pitfall" experience sharing... Recently, Shanghai Fengxian District launched a short video competition for the elderly, with diversified theme collection, attracting many elderly people to participate.

The Report shows that as of December 2022, the scale of online audiovisual users in China has further expanded, and the utilization rate of online audiovisual netizens has reached 12.97%. Among them, short video has become the main increment in the development of the network audiovisual industry. At present, the number of short video users has reached 4.10 billion, and it has become the primary application to attract netizens to "touch the Internet".

According to Li Jun, general manager of China Mobile Migu Chengdu, the large scale of short video users and the strong ability to "accept new products" stems from the innovative form and diversified content of video, which not only strengthens the interaction and participation of users, but also stimulates users' creativity and desire for expression. On the other hand, the short video platform is deeply integrated with other applications to form a cross-platform, cross-screen, and cross-domain content distribution and dissemination network, allowing users to "reach it".

Zhang Chenliang, director of the China National Geographic Media Center, is a short video science expert with more than 2300 million fans online. "Compared with graphics and text, short videos combine various elements such as pictures, explanations, soundtracks, and editing, and have richer dimensions and are suitable for the dissemination of popular science content." Zhang Chenliang said that this year is the twelfth year of his own science popularization, and it is also the third year from graphic communication to video communication.

In addition to short videos, online live streaming has also become an important part of the online audiovisual industry. According to the Report, in 2022, the number of online live streaming users will reach 7 million, becoming the second largest application in the online audiovisual industry, penetrating into many fields such as entertainment, education, and commerce.

The market size reached 7274.4 billion yuan

New scenarios and formats such as "audio-visual+" are constantly emerging

Carp jumping over the dragon gate, cute tigers, cute fat dolls... On the wall of Henan Crane Wallpaper Fang Village, wall paintings attract many tourists to come to "check in". The beautiful picture of the countryside painted by Shang Qinjie, a post-90s wall painter, with the help of the online audio-visual platform project, has made the tourism industry of Paper Fang Village more prosperous.

Nowadays, the network audiovisual industry not only conveys information, but also expands to the field of production and life, giving birth to more new scenarios and new formats.

"Taking life services as an example, we dig deep into user needs, connect offline scenarios and online traffic through short videos, live broadcasts, etc., and rely on the advantages of content distribution to support businesses of different regions and sizes." Li Ran, general manager of Douyin life service wine and travel industry, said.

Yu Bing has more than ten years of experience in the book industry and has opened a number of physical bookstores in Harbin, Heilongjiang. "Now many physical bookstores are facing difficulties in operation, not because the format of bookstores is outdated, but because they need to transform and reorganize with the changes in the form of knowledge dissemination, and the development of the online audiovisual industry has provided a new breakthrough."

Yu Bing's short video account "Sister Bing's Book" recommends books for readers from the perspective of bookstore people and introduces the relevant knowledge of book publishing. Becoming an "online book recommendation officer" makes Yu Bing more confident in physical bookstores. This year, she's going to open a new bookstore.

According to the Report, in 2022, the market size of the pan-network audiovisual industry will be 7274.4 billion yuan, an increase of 2021.4% over 4; 42.7% of users have purchased products due to watching online videos or webcasts in the past six months, an increase of 2020 percentage points compared with 27. The role of new scenes and new formats represented by "audio-visual +" in connecting and empowering social life and industrial structure has become increasingly prominent.

Li Jun believes that the online audiovisual industry is developing in the direction of diversification and refinement, not only providing entertainment and leisure, social interaction and other content, but also covering news information, learning knowledge, life services and other fields, further empowering entrepreneurship and employment and promoting the development of the real economy.

The number of reading video views increased by 65.17% year-on-year

Create a healthier audiovisual environment for minors

In recent years, some innovative technological achievements in the audiovisual field have brought new opportunities for the development of the industry. Artificial intelligence, 4K/8K ultra-high-definition video, extended reality (XR), etc. provide new support for network audiovisual, making the generation, distribution, and recommendation of online audiovisual content more intelligent, accurate and personalized.

"The integration of cutting-edge technology allows the audience to walk into the screen and the content to walk out of the screen, which greatly enhances the experience and interactivity of online audio-visual." Li Jun said.

On the other hand, high-quality content is still the most important lever for the sustainable development of the online audiovisual industry. The Report shows that learning knowledge has become an important demand for short video users.

In recent years, short videos have made some progress in promoting knowledge dissemination. The recently released "2023 Douyin Reading Ecological Data Report" shows that in the past year, the number of reading video views increased by 65.17% year-on-year, and the number of collections increased by 276.14% year-on-year; The number of reading videos longer than 5 minutes increased by 279.44% year-on-year.

At present, creating a more favorable audiovisual environment for the healthy growth of minors has become a hot topic in the industry. In recent years, under the guidance of relevant departments, online audiovisual platforms have jointly escorted the growth of minors by launching youth models, establishing exclusive high-quality content pools, prohibiting marketing advertising pushes, and limiting the duration and time period of use.

Tian Feng, a researcher at the Institute of Social Development Strategy of the Chinese Academy of Social Sciences, believes that compared with online games, the impact of online audiovisual content represented by short videos on the healthy growth and development of minors is more likely to be ignored. "The main reason is that the development time of short videos is relatively short, and their dissemination has a strong explosive power, and some parents and minors have not yet formed an accurate understanding of short videos."

"Online media, especially audiovisual media, as a new environment that minors come into contact with in the process of growing up, affect the value orientation of minors. For high-quality content to play a positive guiding role, all parties need to work together. Tian Feng said that platform enterprises should take the value orientation of digital content as the premise of long-term development and fully assume social responsibility; School families need to strengthen linkage, reasonably guide minors to use the Internet scientifically and effectively, and escort minors' healthy growth.

Reporter Gu Yekai