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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.)
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.
US paid media ad spending will grow steadily in 2017, on the heels of a strong 2016 boosted by the Rio Olympics and the presidential election. A focus on mobile will fuel growth, pushing total media spend to more than $206 billion this year—a moderate increase of 6.1%.
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