The industry has entered a stable period.
In recent years, the short video industry in China has developed rapidly. So far, the short video industry in China has gone through four stages, namely, initial stage, transition stage, outbreak stage and stable stage. At present, it is in a stable period, and the competition pattern is gradually stable. The short video platform explores a more diversified and deeper commercial realization model.
There are many participants in the industrial chain.
The industrial chain of short video industry in China has gradually formed, with many participants, including content producers, content publishers, user terminals, basic supporters (such as technical service providers and data monitors), advertisers and regulatory authorities. Content producers are mainly divided into three categories: PGC (professional production content), PUGC (network celebrity/star production content) and UGC (user production content); Content distributors include short video platforms, news information platforms, social platforms and traditional video platforms.
The epidemic has spawned more users.
The COVID-19 epidemic at the end of 20 19 further tapped the potential of short video information dissemination, and the scale of short video users further increased. According to CNNIC data, in June 2020, the number of short video users in China has reached 817.86 million, and the utilization rate is as high as 87%.
Note: Usage rate = short video user scale/netizen user scale.
Business model exploration boosts market scale.
While the scale of users is increasing, domestic short video platforms are also actively exploring more diversified and deeper commercial realization models, which has also driven the growth of the market scale of the whole industry. In 20 19, the scale of short video industry in China has reached1302.4 billion yuan.
Short video companies are gradually going out to sea.
In recent three years, with the increasingly fierce domestic short video market, going out to sea has become a popular choice for short video companies seeking high efficiency, among which A auto Express and ByteDance are typical representatives. Domestic short video players always consider regional advantages, culture, market size and competition when they go out to sea. On the expansion path of overseas markets, almost all players choose the development path from emerging markets such as East Asia, Southeast Asia and South Asia.
At the end of 20 16, aautoquick began to try internationalization, and launched an overseas version of sunflower in aautoquick; 20/kloc-in may, 2007, ByteDance also started to go to sea, and launched an international version of Tik Tok overseas, focusing on southeast Asia, Japan and south Korea. The overseas team in charge of Kwai began to operate independently and went online in many foreign markets. 20165438+1October 20165438+1October, ByteDance acquired the American short video sharing platform Musical.ly and integrated it with Tik Tok. In 20 18, ByteDance and Alibaba simultaneously launched Helo and VMate, social products in Indian native languages. In April 2020, Aauto Quicker launched SnackVideo overseas, and in May 2020, Zynn launched it in the United States. However, in August 2020, under the background of the rapid expansion of the United States, ByteDance's product Tik Tok was threatened by American politicians. US President Donald Trump announced that Tik Tok must close or sell its US business before September 15.
Tik Tok has made great achievements in navigation.
In the second year of Tik Tok's voyage to the West, its download volume in a single quarter has exceeded 654.38 billion times. In the first quarter of 2020, Tik Tok's downloads reached 3150,000 times, surpassing Facebook and Instagram, two major mobile applications in North America, ranking first. Tik Tok even downloaded twice as much as Instagram.
Note: The data does not include the third-party Android market in China and other regions. The above downloads in TikTok include Tiktok version.
Vertical short video content
Up to now, China's short video has spread from the platform to various fields, and beauty, comedy, food, games and other fields have gradually matured. On the other hand, short videos have gradually become an important marketing channel for major advertisers. Advertisers like to put advertisements on KOL, a short video of plot/funny, miss, beauty and so on. According to the latest report released by Cass Data and Mars Culture, story/funny KOL is the favorite of advertisers, and story/funny KOL accounts for 17.87% of advertisers' short videos.
Note: The statistical data in the above table is 2018.1.01-2019.10.31.
In terms of adding powder, games, jokes, food and other fields are still in a leading position. According to Crowley's latest inventory report on the development of short video content in the first half of 2020, Tik Tok and Aauto Quicker rank in the top five in the fields of games, jokes and food. In addition, during the epidemic period, the field of news society developed rapidly, among which KOL, the news society category of Tik Tok platform, ranked first, with a growth rate of 24%.
Note: The research scope is from 2020 1 to June 30, 2020 before the increase of Tik Tok powder 100 account.
Note: the research scope is from 2020 1 to June 30, 2020 100 account number before Aauto's rapid powder increase.
The state strengthens supervision.
Due to the low entry barrier of short videos and the lack of self-censorship mechanism, a large number of vulgar content, the proliferation of false content, content plagiarism and other issues are gradually exposed under the background of rapid development of the industry. To this end, China has strengthened the supervision of the short video industry.
2065438+July 2007, the National Regulations on the Safety Supervision of Public Information Networks stipulates that short videos prohibit bad behaviors such as tattoos, pornography, vulgarity, violence and making friends. From June, 2065438 to June, 2009, China Network Audiovisual Program Service Association issued "Management Standard of Network Short Video Platform" and "Detailed Rules of Network Short Video Content Auditing Standard", which comprehensively standardized the problems existing in short video platform. In July 2020, the National Network Information Office launched a two-month special rectification of the "clear" summer network environment for minors, and severely cracked down on harmful information involving minors in live and short video website platforms.
The market size is expected to be close to 600 billion yuan.
In the future, the short video platform will further seek new breakthroughs, such as joining live broadcast, e-commerce and other services. At present, the head short video platform has been developing online live broadcast business, and seeks to deepen the relationship with other content creators, while developing new functions to deepen the interaction between creators and users, and further improve users' dependence on short video content.
In addition, as the short video attracts a larger user group and users spend more time, advertisers will further transfer the traditional online advertising marketing to the short video platform, and the advertising marketing revenue of the short video industry will further expand in the future.
On the other hand, the decline in the price of mobile traffic in the 4G era, the further popularization of 5G communication, and the development of artificial intelligence and big data technology will provide new support for short video platforms. In addition, the state strengthens the supervision of the industry, and the platform also strengthens the review of short video content released by users. On the whole, the short video industry has great development potential.
Foresight forecast, due to the outbreak of the epidemic, the development potential of short video will be further tapped, and the market scale of short video industry will grow at a faster rate from 2020 to 2022, with a compound annual growth rate of about 44%; The growth rate of market scale will slow down from 2023 to 2025, but it is still higher than the compound annual growth rate of 16%. In 2025, the market size of short video industry is expected to approach 600 billion yuan.