Recently, Tencent has blocked links to videos on Douyin (as well as several other short video apps) on WeChat and QQ. The most popular types of content on Douyin are dance, comedy, babies, life hacks, food, pets, pranks, and stunts (see the last section of this article for links to Douyin videos that are representative of each genre). In fact, Douyin had to roll out an “anti-addiction system” this April to remind users when they’ve spent too much time on the app. Given that each video lasts 15 seconds, that’s 82 videos per day. The average user spends 20.5 minutes per day on the app, according to Jiguang Data. “Shua douyin” (刷抖音) -scrolling through Douyin videos for hours on end, often in bed-seems to have become the national favorite pastime. And because it is mobile-only and the content is so bite-sized, people consume it everywhere-on the train, on the street, in bed, at work. You scroll through a bottomless feed of 15-second videos-just like how you scroll through pictures on Instagram. Once you open the app, a video starts playing immediately. Unlike most video apps, there is no “play” or “pause” button on Douyin. (For more on this merger, read our blog post Bytedance-Musical.ly Merger Ushers in New Age for Content Companies or watch Hans’ interview on Bloomberg.)
Hans Tung, managing partner at GGV Capital, helped facilitate the merger. Last November, ByteDance merged with Musical.ly, one of the world’s most popular short video apps and also a GGV portfolio company. In addition to its flagship news product Toutiao, ByteDance also own numerous other short video apps as shown in the graphic below. This is remarkable growth for an app that is less than two years old.
In the first quarter of 2018, Douyin’s international version, TikTok, was the most downloaded iPhone app worldwide, totaling 45.8 million and surpassing Facebook, YouTube, and Instagram, according to the American research company Sensor Tower.ĭouyin's daily active users reached 150 million on June 12, 2018, quadrupling since January. ByteDance is a GGV portfolio company.ĭouyin is one of the few apps that has enjoyed wild popularity both inside and outside of China. It is owned by ByteDance (a.k.a Toutiao), an AI-driven media company in China and one of the world’s most valuable startups, most recently valued at $30 billion. That is Douyin (抖音, literally “shaking sound” in Chinese), one of the most popular short video apps in China, as well as worldwide. Though that might still be true, WeChat now has a serious challenger whose meteoric rise has taken China by storm (and WeChat’s owner Tencent by surprise). What is the most popular app in China? You’re probably thinking WeChat. Note: This post contains multiple videos and is best viewed on mobile with sound on.
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