In August 2014, in order to implement the central deployment, vigorously implement the innovation-driven development strategy, and actively promote the digital, networked and intelligent development of traditional media. In 2016, with the establishment of various independent short video platforms and the preliminary exploration of short video content forms by traditional paper media, short video forms have attracted more and more attention from multimedia and content producers. This undoubtedly provides a huge market development space for the short video app market.
1.2 Development Environment
With the accelerated development of the country email list domestic mobile Internet, short videos have become an important way for users to obtain information on a daily basis. According to iResearch's user survey data in April 2020, short videos ranked first among the content forms that users have been exposed to in the past. UserTracker, a data monitoring product of iResearch, also shows that as of June 2020, the penetration rate of short video on mobile netizens has reached 65.8%. With the implementation and accelerated popularization of 5G networks, the number of short video users is expected to grow further.
Compared with the traditional graphic and text form, the short video has a large and rich information bearing capacity, which is in line with the current fragmented reading scene and people's habit of obtaining information efficiently, and is easy to share and spread, especially in line with the dissemination of information content.
Figure 1 (Source: iResearch)
1.3 Economic Environment
At present, the mainstream media is accelerating the construction of short video platforms, and various short video platforms are also accelerating the exploration of various commercialization models. Through video copyright sales, content cooperative production, and traffic advertising monetization, they feed back the production of high-quality information short video content. Under the epidemic, the mobile Internet short video industry has highlighted the dividends, and the average daily app usage time is as long as 6.7 hours.
1.4 Social Background
In the era of new media, short videos and live broadcasts have developed rapidly in just a few years, promoting the continuous upgrading of information dissemination forms, and have become an important way for mainstream media to display information. Driven by policies, traditional media have actively developed content dissemination on the “two ends” (WeChat, Weibo, and news clients), and short information videos have become their key development areas. Taking the Douyin App as an example, as of August 2020, under the “Current Affairs” tab, there were 31 mainstream media accounts with more than 10 million followers.