The growth in popularity of podcast and short video formats has been reflected in the recent “2021 China Network Audiovisual Development Research Report” by the China Network Audiovisual Program Service Association.
The report shows that, as of December 2020, there were over 940 million online audiovisual users in China, an increase of 43.21 million from June 2020.
Among the 940 million, over 90% were short video users (873 million) with an average of more than two hours spent online every day. Online users are paying more attention to the quality of the content that they are watching, especially when it comes to short and medium video formats.
In the past five years, the number of online audiovisual users in China has steadily increased throughout society. There are 260 million silver-haired Internet users (those over the age of 50) and 160 million online users under the age of 20.