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Complete Look at the Top Players in the Chinese Video App Market | NativeX

When you consider the video app surroundings within the Chinese language market, it’s a must to marvel how it’s totally different from the Western app market. That’s why we’ve put collectively this whole information showcasing all the prime video apps in China.

It’s necessary to notice that Twitch and YouTube don’t exist in China. Nonetheless, the Chinese language video market boasts of extra customers that the populations of Japan and the USA mixed.

This yr, the variety of on-line video subscriptions in China will transfer past 300 million. Meaning one out of each 5 individuals has a brief video app put in on their system.

A report was achieved by Entgroup titled, “Observations on the 2018 China Paid Video Market,” reveals that subscriptions grew 119% through the previous three years. Contemplating that the speed of Chinese language web customers solely grew about 6%, you possibly can see why these numbers are so staggering.

Now that we’ve proven you ways fashionable the Chinese language cellular video sphere is, it’s time to take a look at the highest apps.

Chinese language Firm iQIYI Debuts On Nasdaq Change.  Supply:


This video streaming app mixes paid subscriptions with advert income. It’s the right mixture of a YouTube and Netflix platform.

iQiyi has been common lengthy earlier than brief video apps got here to the market. By January, they clocked 645 million viewership hours. By subsequent yr, the corporate plans so as to add brief video performance as properly. Once they do that, they may successfully compete with their rivals.

Proper now, the platform’s huge number of films, actuality exhibits and TV collection present some viewing choices that may’t be discovered elsewhere. In 2018, iQiyi invested greater than $three billion for content material. That’s near the quantity spent by the highest six broadcasters in China mixed. On prime of that, they’ve produced about 250 unique titles and maintain unique rights to most of the nation’s favourite programming.


You may need additionally heard of Douyin referred to as Tik Tok. It’s a more moderen platform and has solely been round since 2016. Inside one yr, they boasted of greater than 100 million customers.

As a result of customers can pair movies to their favourite music after which share the content material, the app follows the identical format as Vine, however with some enhancements. The fabric options loads of humor, dancing and lip syncing. Then, followers depart feedback and just like the content material. Plus, it’s all straightforward to share.

Right now, Douyin reviews 500 million lively month-to-month customers the world over. The app is present in 150 nations right now. In China alone, one in each ten individuals entry the app every day. At first half of 2018, Douyin surpassed YouTube, Instagram and Fb as probably the most downloaded iOS app.

Douyin immediately targets new customers in Tier 1 & 2 cities which are born after 1995.

Identical to a Bytedance video combine, you will see two totally different brief video apps presently concentrating on different age teams with their very own advertising plans.


With virtually a billion customers in a territory, it’s clear that China has an enormous cellular market. With its numbers, it accommodates probably the most vital home market worldwide.

China has one thing else going for it with the cellular market. Apps work properly once they attraction to a selected metropolis or area.

You see the identical leads to Europe with apps and video games. In China, video platforms concentrating on a selected demographic or area are likely to succeed.

That’s how we get to Houshan. It’s additionally referred to as Vigo, which is a video app at present concentrating on new customers from 24 to 49 years previous. The customers are additionally situated in Tier three, four and 5 cities.

As an alternative of going after your complete market, Huoshan carved out its area of interest by specializing in a specific group of shoppers inside China. Some individuals don’t discover this technique sensible, however Huoshan is doing nicely with out interesting to everybody within the nation.


There’s one other app trying to appeal to a specific area. Kuaishou is bigger than Huoshan and is taken into account a prime rival of Douyin.

It launched again in 2011, initially as a GIF maker. After that, it grew considerably; even past what was initially predicted. Customers flip to the app to add their brief movies, stay stream, sing karaoke and add filters.

Anybody dwelling outdoors the larger cities in China prefers this video app. It’s additionally turn out to be common in Indonesia, Taiwan, South Korea, Turkey and Russia.

130 million individuals make the most of the app every day. That makes it the second hottest video app presently within the Chinese language Apple Retailer.

Due to its reputation, the app gained consideration from some social media huge photographs in China. It acquired a couple of investments throughout 2018 from Baidu, Alibaba and Tencent, all of that are Chinese language giants. This means that we’d see it develop into greater than Douyin through the subsequent few years.


As influencers develop into extra widespread, there’s not a definite line between content material that’s professionally curated and what’s made on a whim.

YouTube, Twitch and Instagram influencers proceed to boost the bar by producing larger high quality content material. As shoppers spend extra time interacting with skilled content material that’s funded by advertisers and types, there’s not a transparent line between what promoting is.

Xigua addresses that state of affairs immediately. In contrast to Douyin, Kuaishou and Houshan, Xigua makes all professionally generated movies a precedence.

In contrast to its competitors, the movies on Xigua are likely to last more than a few minutes. That permits the standard to be extra skilled and it provides off a better finish really feel.

Contemplating that Xigua can also be owned by ByteDance, who’s Douyin’s maker as nicely; it must be no shock that this app is doing so nicely.

The skilled platform of Xigua is a contender to observe for in upcoming years. Now that ByteDance has invested within the longer type content material, it’s doubtless we’ll see a Douyin partnership sooner or later.


We’ve seen different apps attain success by positioning themselves inside particular age teams and areas in China. Now, we see by way of Bilibili that it’s additionally attainable to do nicely by reaching out to specific cultural demographics as nicely.

It’s grow to be a hub for a lot of followers of the ACG (Anime, Comedian and Recreation) tradition within the nation.

Positive, we’ve seen another platforms interesting to the identical demographics. Hooyah is a wonderful instance of that. Bilibili has one thing particular going for it as a result of it’s been capable of efficiently attraction to a cross-section of individuals.

Bilibili provides a lot with its content material. On prime of that, it has the “bullet-screen” that encourages social integrations between customers.

At first Niconico, the Japanese web site allowed video feedback that went throughout the display identical to bullets. Then, Bilibili introduced this platform to China. It’s seen as a extra dynamic and interactive model of recent Twitch chats.

This function continues to realize traction amongst different platforms. Nonetheless, Bilibili is the chief of this progressive know-how among the many smaller gamers.


Tencent Video

Tencent Video doesn’t want a lot introduction. It’s turn into the tenth most downloaded app, permitting it to surpass YouKu in cellular market share.

Why has it turn into so well-liked? Merely due to WeChat. That is the most important social media and messaging app. It’s a cellular portal for the Chinese language to make use of the web. To embed movies in any WeChat articles, the customers should first obtain Tencent Video.

This nesting is the rationale that Tencent Video is so widespread, however it’s not the one one. The app additionally gives paid subscriptions to some inclusive content material. This consists of all the collection from HBO.

Tencent ought to attain 100 million paid subscribers someday this yr.


Tencent Video may need discovered a lot of success via WeChat, however they aren’t the one platform to observe. When you keep in mind that notorious controversy about Kuaishou and Douyin holding inappropriate content material, then you realize that WeChat banned any brief video sharing throughout its platform. That’s when Tencent re-released Weishi.

It initially debuted again in 2013. After a brief run, it went offline as a result of it wasn’t rising. As soon as brief movies turned well-liked once more, it was time to relaunch. This platform made it straightforward for customers to publish movies and share from the app on to WeChat. At present, it’s the one approach customers can share their brief movies with WeChat.

Due to this, it’s rating first on the free part of the China Apple App Retailer and continues to realize extra traction within the brief video phase.


If you need a Chinese language YouTube, you need YouKu. The platform presently boasts of over 800 million movies seen every day by its 500 million lively month-to-month customers.

Identical to iQiyi and Tencent Video, it provides a subscription to succeed in unique content material. Due to this, it’s a real contender amongst its competitors. Actually, the subscriptions are a prime cause that YouKu continues to extend its income. YouKu even secured the FIFA World Cup streaming rights.

Projections suggest that there might be extra unique content material coming quickly. Plus, Alibaba Footage is claimed to supply it. Within the meantime, this platform has some licensing offers with Sony Footage and NBC Common to broadcast some Hollywood classics within the nation.

Remaining Ideas

What we’ve discovered is that the video app phase in China will solely proceed to get bigger, which is exceptional contemplating how huge it already is. This gives an thrilling alternative for entrepreneurs. Nonetheless, there are some challenges to face within the course of.

Due to the shock, the Chinese language authorities is requiring all video platforms to introduce an anti-addiction parental management by subsequent month.

This forces corporations to adapt their techniques and advertising methods as soon as once more.


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