The popularity of short video content has skyrocketed in China as reflected in several recent reports.
Data collected by the China Netcasting Services Association showed that, as of June 2020, short videos surpassed instant messaging with an average daily usage time of 110 minutes per person. The proportion of women using short videos was higher than that of men.
According to the “China Good Life Survey”, 38.28% of leisure time was spent on mobile entertainment. On average, Chinese people had 24 more minutes of daily leisure time in 2020 than the year before, which the majority used to watch short videos. Behind video, the other most popular forms of mobile entertainment were gaming and watching films.
With the average netizen spending almost two hours watching short videos per day, platforms like Douyin (Chinese TikTok), Kuaishou and Bilibili have surged in popularity.