Short-form online videos starting to dominate Chinese screens

September 18, 2017
Industry News
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Yujing Liu

Chinese audience will be more than 350 million by 2018, leading to a soaring advertising market and fierce competition among video makers

Short-form online videos are exploding onto China’s millions of mobile screens, and their consumption and share of the advertising market, are expected to mushroom over the next couple of years.

Mark Zuckerberg has called shorter “video a megatrend, almost as big as mobile” on numerous occasions over in the past year – and despite will having Facebook blocked in the mainland, the co-founder of the world’s most popular social network is sure to have China foremost in mind.

Watchers of short-form videos – less that 20 minutes in length – are projected to surge 60 per cent to 242 million in China by the end of this year, predicts an April report by consulting firm iiMedia Research.

By the end of next year, that number’s expected to reach 353 million, topping the US population.

“The rise of short-form videos is the biggest change in the video industry over the past three years,” said Li Hao, chief executive of marketing agency Huox.tv, who told a recent industry conference in August there were just 1.5 billion views in 2014.

“Within three years, on short-video platforms and social media, daily average views are almost 15 billion.”

Over 85 per cent of short-form video watchers are below 35, while 25 to 30-year-olds are the largest age group, according to figures gathered by Ergeng, the Hangzhou-based video producer started in 2014

A separate report by think tank Analysys said in August almost 65 per cent of the audience are tech and e-commerce savvy millennials, located in first and second-tier cities, with high to medium spending power at their disposal. Continue Reading
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