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More than 60% of Mobile Short Video App Users in China Are Women

People in their mid-to-late 20s make up the largest group

March 24, 2017 | Video

Mobile short video has experienced an explosion in popularity in China recently, with apps like MiaoPai, Toutiao Video and Meipai finding willing audiences for easily shared video content. eMarketer estimates that 41.5% of China’s population, or 569.0 million people, will be digital video viewers in 2017.

New research from Analysys International Qianfan reveals that users of short video-sharing apps in China are largely women. In fact, 61.6% of such app users in December 2016 were female. (Analysys International Qianfan defined mobile short video as content that was 20 minutes or less in length, created using a mobile device and then uploaded to be shared.)

Demographic Profile of Mobile Short* Video-Sharing App Users in China, Dec 2016 (% of total on the Analysys International Qianfan network)

Users of mobile short video apps were also young, but not that young. People ages 24 to 30 made up the largest cohort, accounting for 42.7% of users. However, those ages 24 or younger made up just 8.7% of users, indicating that China’s Generation Z is less interested in this type of platform.

Those interested in creating short video content on smartphones have a plethora of apps to choose from, suggesting that the sector is still in its early stages. Analysys International Qianfan found that four apps had a reach of more than 40% on their networks. MiaoPai topped the list with a reach of 61.7%, followed by Toutiao Video (53.1%), Kuaishou (43.2%) and Meipai (40.1%).

The uptick in the usage of video-sharing apps in China has driven innovation among providers of short video content.

Unlike ad-supported platforms that focus on hosting long-form video content—such as Youku Tudou—short video platforms like Meipai have generated income by letting viewers effectively pay creators for content by purchasing “virtual gifts,” then taking a cut of the transaction. Meipai, for one, is reportedly considering content subscription offerings as well as ecommerce integration into its platform.

Rahul Chadha

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