Chengdu, March 3 (ZXS) -- The China Network Audiovisual Program Service Association released the "China Network Audiovisual Development Research Report (29)" (hereinafter referred to as the "Report") in Chengdu on the afternoon of the 29th. According to the Report, as of December 2023, the scale of online audiovisual users in China reached 2022.12 billion, surpassing instant messaging (10.4 billion) and becoming the largest Internet application.
It is reported that the market size of China's pan-network audiovisual industry in 2022 will be 7274.4 billion yuan (RMB, the same below), an increase of 2021.4% over 4. Among them, the market size of the short video field is 2928.3 billion yuan, accounting for 40.3%, which is the main source of industrial increment; Followed by the field of online live broadcasting, the market size is 1249.6 billion yuan, accounting for 17.2%.
According to the report, 24.3% of new netizens "touched the Internet" due to short videos, and the ability of short videos to "accept new ones" was remarkable. As of December 2022, the number of short video users reached 12.10 billion, a year-on-year increase of 12.7770 million, a growth rate of 8.3%, accounting for 94.8% of the overall Internet users. The average daily usage time of short video users is 168 minutes, far ahead of other applications. Access to news information and learning related knowledge have become an important reason for users to watch short videos, and short video platforms have become the primary channel for netizens to obtain news information.
As the second largest online audiovisual application after short video, online live streaming reached 7 million users last year, and has penetrated into many fields such as entertainment, education, and business, with broad development prospects. At the same time, the ability of online live streaming to bring goods has been significantly improved, becoming an important channel for FMCG marketing in daily life, with 51.42% of users having purchased goods due to watching online videos or online live broadcasts in the past six months, an increase of 7 percentage points over 2020. Young and middle-aged women with middle and high education who live in second-tier cities and above are the target group with the most potential for online video and live streaming.
It is worth mentioning that the audience of micro-short dramas is large, and from 2021 to 2022, the number of micro-short dramas online has increased significantly, and more than half of the users have watched micro-short dramas, micro-variety shows and "instant noodle fans" within 3 minutes in the past six months, of which users aged 19 and under account for the largest proportion, with a viewing ratio of 57.9%. (End)