ByteDance properties Douyin and TikTok have been making waves inside and outside China for several years. Their combined spectacular growth will result in ad revenues of more than $30 billion for their parent company in 2022, leaving ByteDance in fifth place among ad publishers worldwide.

Ad revenues for short-video-sharing app TikTok and Chinese sister app Douyin will hit $31.66 billion this year to account for 5.3% of the global digital ad market.

ByteDance was likely already in fifth place as far back as 2020, but this is the first year we have a combination forecast for TikTok and Douyin. Two years ago, over 90% of ByteDance’s ad revenues came from Douyin, but TikTok’s explosive growth since then has helped its parent’s ad revenues more than double in two years.

Ecommerce transactions on Douyin, China’s version of TikTok, tripled to $77.48 billion (RMB 500 billion) in gross merchandise value (GMV) in 2020, per a report by Chinese news outlet LatePost. (More recent figures are not available.).

In China, Douyin is the story. WeChat remains the undisputed leader of social networking inside China’s walled garden, but Douyin’s ascent has been astounding. This year, Douyin will grow again, by 8.3%, to reach 692.5 million users. Behind the Numbers: eMarketer's Forecast Methodology.

What’s next for short-form video and its standard-bearers like Douyin and Kuaishou? Will China win the race to commercialize artificial reality (AR) and virtual reality (VR) metaverse shopping? KEY STAT: Ecommerce growth in China will decline to 13.0% in 2022.

How should businesses view these global trends and events? How are behaviors and spending changing? In this report, Insider Intelligence analysts weigh in on the questions they’re being asked by both clients and the media about the shifting landscape in key areas like digital advertising, retail and ecommerce, and financial services.

TikTok isn’t available in either country, but its sister app Douyin is a dominant presence in China and will be used by 69.0% of internet users this year. TikTok will pass Snapchat in every world region by the end of 2022. With each succeeding year, the video app has blown past its rival.

ByteDance’s mega-properties, TikTok and Douyin, along with its news app Toutiao, will likely bring in enough ad revenues to position ByteDance in the global top 10, and perhaps even the top five. We hope to have a forecast for ByteDance by next year.

An executive from ByteDance’s Douyin told Chinese media outlet Jiemian News that Douyin’s advertising business had not grown at all in H2 2021. To make matters even more complicated, China’s anti-monopoly market regulator is currently drafting new guidelines specifically designed to govern digital ads.

Like anywhere, time spent online in China is spread across activities, but Douyin in particular has a massive draw among smartphone users. Upon its introduction in 2016, just 1% of China's internet users accessed the TikTok sister app. That figure will hit close to 71% this year and will rise to an overwhelming 81% by 2026.

China’s premier short-form video social media apps Kuaishou and Douyin were slower to launch their livestreaming ecommerce services. However, both have invested substantial resources into building out this functionality, and the results are evident. As Kuaishou, Douyin, and WeChat embrace the livestreaming ecommerce format, the figures for livestreaming social commerce are beginning to boom.

TikTok’s Chinese sister app, Douyin, enables parent company ByteDance to win a slice of the country’s livestreaming ecommerce sales, which will top $470 billion this year. More like this:. Report: TikTok Commerce 2022. Article: Twitter adds in-app storefront and expanded product display for brands. Article: In China too, the metaverse is the next big thing.

TikTok and Douyin, its Chinese counterpart, together are the world’s fifth-largest digital ad seller. This year, TikTok will make up 2.4% of the US digital ad market and just 1.9% of the global digital ad market. But combined, TikTok and Douyin will account for 5.3% of worldwide digital ad revenues, at $31.66 billion.

Douyin, the Chinese version of TikTok, launched a web version earlier this year that includes longer videos, some of which are horizontal, not vertical. Douyin has also emerged as a leading platform for livestream shopping, still nascent in the US but gaining interest among marketers and retailers. There’s not much that’s short about livestreaming.

For example, since October, TikTok’s Chinese sister app Douyin has featured mandatory 5-second pauses that urge users to take a break after long sessions, per South China Morning Post. Of course, issues will arise, loopholes will surface, and amendments will come. For now, regulators in China have made their priority clear: market fairness, consumer protection, and national security.

Aside from WeChat, standout super apps in China include Alipay, Baidu, and Meituan, as well as ByteDance’s Jinri Toutiao and Douyin. These super apps are noteworthy because they also support miniprograms built by third-party developers. Chinese travel apps provide reference points.

Douyin, TikTok’s equivalent in China, will grow 27.8% to 442.58 million users this year, which means that more than half of China’s internet users will use the short-form video app, according to eMarketer’s new estimates. Growth will slow to 7.3% in 2020 and continue to drop in the next few years.