The latest data released by CNNIC shows that from 20 18 to 2022, the scale of short video users in China will continue to grow. In the first half of 2022, the number of short video users increased significantly, from 28.05 million to 962 million compared with 20021and 12, with a growth rate of 3.0%, driving the online video usage rate to 94.6%. With the further growth of user scale, the integration of short video with news, e-commerce and other industries is accelerated, the ability of information release and content realization is gradually enhanced, and the market scale is further expanded.
Short video users account for nearly 30% of the time.
QuestMobile data show that in 20021and 65438+February, the average monthly usage time of short video industry increased to 53.2 hours, surpassing instant messaging to become the industry with the longest user usage time, accounting for 25.7% of the total duration of the whole network. In the first half of 2022, the total duration of short video users accounted for nearly 30% (28.0%) of the total duration of cmnet users, and applications in various industries are also strengthening the construction of short video content plates, and live broadcast mode has become the main service mode based on content scenes in various industries.
The short video industry has diversified sources of income, and advertising is the main source of income.
At present, the revenue of China short video industry mainly comes from advertising revenue, e-commerce commission, live broadcast sharing and games. Advertising revenue is divided into information flow advertising revenue, open-screen advertising revenue and self-service commercial open platform revenue. E-commerce commission income is divided into self-owned e-commerce and third-party platform commission sharing. Generally speaking, Tik Tok draws 2- 10%, and A automatically draws 5%. The general proportion of live broadcast is 30%-50%.
According to Martian cultural data, the marketing revenue of China short video platform increased exponentially from 20 17 to 20021year, and the market scale reached 258 billion yuan in 20021year. Short video platform is the focus of major advertisers. The head short video platform represented by Tik Tok and Aauto Quicker has improved the advertising marketing matrix by building a KOL advertising trading platform, continuously improved the overall user volume and user stickiness, and significantly improved the advertising marketing liquidity.
The short video industry is booming and the market scale is growing at a high speed.
With the increasing user scale and usage time, domestic short video platforms are also actively exploring more diversified and deeper commercial monetization models. The short video industry is booming, and the market scale is growing at an ultra-high speed. According to the data released by China Network Audiovisual Program Service Association, the market size of China short video industry will reach 29164 million yuan in 2026, up by 0.07% year-on-year.
-For more research and analysis of this industry, please refer to the Analysis Report on Market Prospect Forecast and Investment Strategic Planning of China Short Video Industry by Forward-looking Industry Research Institute.