User insight into the video industry in January 2022: active users began to pick up under the influence of holidays

At present, the data of active users in China's mobile video field remains dynamic and stable , According to Analysys data sails ,1 In June, the number of active video users of China Mobile reached 9.72 Hundreds of millions of people , The user's use time has reached 678.16 Hours , Winter vacation 、 The Spring Festival holiday and the warming up of the Winter Olympics , comparison 2021 year 12 There is an obvious recovery in all months .

In each industry segment , Integrated video 1 Monthly active users are 8.24 Hundreds of millions of people , comparison 2021 year 12 There is a certain decline in the month ; At the same time , The active users of the short video integrated platform have reached 8.76 Hundreds of millions of people , After surpassing the field of integrated video for the first time last month, the gap will be further widened .

Comprehensive video industry user insight

1 month , The number of active users of some head integrated video platforms has picked up to some extent , Among them, bleep bleep 、 Migu video 、 Sohu videos are presented in 7.51%、9.23%、13.49% The month on month (MOM) of maintained a significantly leading positive growth trend .2022 year 1 The following trends of the comprehensive video platform in may deserve attention ：

1. The Winter Olympics is approaching , Video platforms have successively launched ice and snow variety shows 、 Winter Olympics related dramas and so on boost warm-up

2022 year 1 month , In Beijing, 2022 The Winter Olympics is about to open with great fanfare , All major video platforms have taken the opportunity to launch ice and snow sports 、 Variety related to the Winter Olympics , Such as iqiyi's winter fun skiing variety 《 Super fun skiing Conference 》、 Mango. TV Ice and snow exploration documentary variety 《 Go skiing with the champion 》、 Youku's winter olympics music reality show 《 Winter dream appointment 》 wait ; In addition, aiyouteng's three platforms have also distributed key projects focusing on the Winter Olympics “ Short track speed skating ” The series 《 transcend 》, Through this kind of Winter Olympics derived content, we can further extend the breadth and depth of the sports theme to users , Strengthen the online and offline interaction and connection rhythm of traditional sports , In multiple forms 、 Multidimensional matrix promotes the content of China's sports industry 、 Digital development .

besides , Bili Bili is 1 month 28 On the th, he participated in the “ Light gathering night ” Winter Olympics activities , By invitation B The virtual anchor of the station , Such as ain Eine、 Xiaoke Xuemei 、 Shrimp fish Official、 AirRuRu Ailurus、 Virtual women's group A-SOUL etc. , Together with Tan Weiwei 、 Lei Jia 、 Zhang Weijian and other star artists , Create the first winter ice sports IP Virtual concert , The interactive viewing experience of real scenes and virtual content fully reflects the digital and scientific expression of ice and snow sports , Successfully reach more young people to participate in the understanding and interaction of ice and snow sports , Led by digital technology, the upsurge of helping the national movement .

2.  Comprehensive video platform from multiple angles “ Spring Festival stalls ”, Classic works and innovative content jointly output traffic topics

With the series in recent years 、 The continuous development of variety shows , In addition, the epidemic situation is affected by homelessness factors ,“ Spring Festival stalls ” It is no longer just a hot spot in the cinema film market , It has also become the focus of competition for major video platforms to attract users' attention to traffic , For this reason, the video platform continuously optimizes the video platform for the users' constantly updated emotional and entertainment needs “ Spring Festival stalls ” Content scheduling strategy , Further release the deep content while highlighting the theme and schedule .

In this year's comprehensive video platform layout “ Spring Festival stalls ” The play , Iqiyi's live drama series 《 human world 》、 A light volume drama of fantasy and suspense love 《 Twinkling stars 》 One after another on the topic of hot search ; Tencent video relies on suspense Skits 《 start 》 Ignite the topic , Before the spring festival began, it had made a good start ; At the same time, according to Youku Statistics ,2022 During the Spring Festival in, the total viewing time of classic dramas was close to 2 100 million hours , The long tail effect of classic dramas has been brought into full play . Variety aspects , Mango. TV Return successively 《 Listen, my friend 2》 and 《 Big detective 7》 Two highly concerned high traffic network integrations , Love synthesis launched by Tencent video 《 Semi familiar lovers 》 By virtue of the popularity of guests, we constantly create topics .“ Spring Festival stalls ” Competition for each platform 2022 The high-quality content output at the beginning of the year provides an effective driving force , More planning 、 The trend of theme content customization can be seen .

User insight into short video industry

In short video industry , The number of users of the head short video platform has picked up to a certain extent , Tiktok 、 Well quickly 、 Watermelon Video 、 The Kwai version is made of 4.10%、5.52%、4.16%、3.26% On a month on month basis, the number of users has maintained an obvious positive growth trend .1 The following developments of the monthly short video platform deserve attention ：

1.  The head short video platform continues to focus on traditional knowledge and cultural content , Boost the in-depth development of high-quality content

Head short video platform Tiktok from 2021 year 12 month 29 The learning channel was officially launched on the th 、 After opening up a separate page for knowledge video content , Continue to make efforts in the field of traditional knowledge and culture .1 month 25 Tiktok live broadcast announced the launch of a high-quality anchor incentive plan on the th , In the first phase, ten million flows will be invested 、 Ten million cash , Help the development of high-quality anchors , Focus on rewarding high-quality traditional cultural content , Hope to promote high quality through platform rewards 、 Professional live content production . Kwai Fu is in 1 month 7 Japan -27 It gathers all kinds of knowledge masters and experts and scholars in professional fields to launch # Spring Festival new knowledge brocade bag # Activities , The content covers Chinese New Year customs 、 legal aid 、 Health science popularization and other aspects , Multi dimensional popularization of Pan knowledge content to users , Further promote the spontaneity of knowledge content 、 continued 、 High quality communication .

2. Spring Festival Gala 、 The Winter Olympics have triggered a wave of excitement , The short video platform creates an interactive matrix to stimulate the new vitality of the Winter Olympics

1 month 22 Japan , Kwai continues “ Watch the Spring Festival Gala of provinces and cities with Kwai ”IP form , And 11 Provinces and cities have reached cooperation in the Spring Festival Gala , Live broadcast with large and small screens 、 Short video distribution and other methods present a new Spring Festival Gala feast for users all over the world , According to Kwai data , The output of derivative works related to the Spring Festival Gala exceeded 1.5 ten thousand , Total views over 50 Billion . besides , To warm up the Winter Olympics , Kwai Yu 1 month 24 The self-made Winter Olympics short film was released on the Internet 《 twenty 》 Series of short films , Invite many stars 、 Athletes, etc “ Winter Olympics hundred people Coffee Group ”; Tiktok joins hands with Yang Yang 、 Wang Meng 、 Zhang Dan & Zhang Hao released a series of promotional videos on ice and snow rescue ; Central video is through interactive projects “ Digital snowflake ” Create multiple digital scenes , Use micro video 《 The national wind meets the Winter Olympics 》、 Visiting video programs 《2022 The Winter Olympics youth said 》 And so on , Give full play to the advantages of short video platform in user interaction , Deeply stimulate the vitality of the Winter Olympics .

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