Short videos are long, concentrated and expressive, which fits the fragmented viewing habits and penetrates into the daily life of the public. At the same time, short videos meet the needs of personalized and video-based expression and sharing, and more and more users shoot/upload short videos.

In recent years, the number of short video users in China has increased rapidly, from10.90 billion in 20 16 to 870 million in 2020, and the utilization rate of netizens has also increased from 26% in 20 16 to 88.3% in 2020.

At the same time, users spend more time using short videos. In 2020, the average monthly usage time of short video users in China is 42.6 hours, nearly double that of 20 18, and the stickiness of short video users continues to increase.

Short videos are further infiltrated by middle-aged and elderly users and low-tier cities.

In addition, the short video platform is also accelerating the development of the sinking market of middle-aged and elderly users and low-tier cities, and the scale of these two types of user groups is expanding. The proportion of users aged 40 and above has increased from 28.3% in 20 19 to 32.8% in 2020, and the proportion of users in third-tier cities has also increased from 56.7% in 20 19 to 57.8% in 2020.

Note: The data of inner ring is 20 19, and the data of outer ring is 2020.

The revenue sources of short video platforms are more diversified.

In addition, in the past, the revenue of short video platforms was mainly based on live interactive rewards, but in recent years, short video platforms have gradually introduced live delivery functions. At present, live broadcast has become a common function of short video platforms. At the same time, more and more brands are marketing short videos, and the advertising revenue of short videos accounts for an increasing proportion.

According to statistics, the proportion of e-commerce diversion income of the head platform has increased from 0.8% in 20 19 to 6.3% in 2020; The proportion of advertising revenue has also increased from 20 19 18.9% to 37.2% in 2020.

Note: The data of inner ring is 20 19, and the data of outer ring is 2020.

The short video market scale exceeds 654.38+050 billion yuan.

With the continuous growth of users of short video platforms and the further exploration of business models, the short video market in China has grown rapidly in recent years. In 2020, the short video market in China has exceeded 654.38+050 billion yuan.

—— The above data refer to the Analysis Report on Market Prospect Forecast and Investment Strategic Planning of China Short Video Industry by Forward-looking Industry Research Institute.