In part, this has to do with reduced video calling in 2021 as people return to normal activities and more embedded social media in other apps, such as in gaming or esports apps like Twitch. But the average time spent in these apps is still above what we expected pre-pandemic. Mobile Gaming. The pandemic has provided a huge boost to mobile gaming.
Short-video apps Douyin and Kuaishou also reported increased brand usage and user engagement with livestreams. Some brands have moved livestream production in-house to take greater control of the process, while others shifted content to short-video apps and owned media (known as “private domain” in China, e.g., WeChat chat groups) to reduce their traffic acquisition costs.