Total monthly active users of China’s short video platforms grew to 244 million in Q3 2017 according to data from Analysis. The daily active users is close to 86 million.

Short video content recommendation and aggregation platforms also grew to 72 million MAU with close to 22 million DAU in Q3 2017.

On average, an short video platform user launches the application about 51 times per day, down from 61 in July 2017. The average usage time also dropped to 6.64 minutes per day.

Similarly for short video aggregation platforms, the launch frequency and usage time both dropped across the third quarter of 2017.

The top short video platforms in China by usage penetration are Miaopai, Kuaishou, iXigua, Meipai,and Tudou.com.

Demographic profile of short video users in China in Q3 2017

Check out China video advertising market here.

iQiyi ranks on top in China’s mobile video category with 245.61 million active users in Feb 2017, followed by Tencent Video, Youku, Letv, and Mango TV.

Sohu TV, Baofeng, PPTV, Tudou, and Migu Video apps are also in the top 10 video apps by MAUs in Feb 2017. Bilibili Cartoon ranks first in the vertical digital video mobile apps category with 30.52 million active users, followed by Hanju TV (Korean drama), Migu Movie, AcFun, Renren Movie, 1905 Movie, etc.

CCTV mobile app is the top one in TV programs category, followed by Migu, Mobile TV, and Yuntu TV.

In the short videos category, Kuaishou mobile app ranks on top in China in Feb 2017 with over 86 million active users, followed by Meipai, Xiaokaxiu, Miaopai, and Doupai.

Douyu, Huya, Inke, YY Live, and Huajiao are the top 5 digital video broadcasting mobile apps by MAU in Feb 2017.

Case Studies: Native Video Ads on WeChat Moments

The number of professional Weibo vertical publishers (mostly individual authors), who are often called We-media owners, reached 2.3 million covering 47 sectors as of November 2015 in China. The number of top authors, each of whom received average monthly article views of more than 100,000, reached 253,000 as of 30 November 2015.

Top authors in total gained more than 200 million yuan (US$31.06 million) revenues from Weibo. Over 200 authors gained 28 million yuan (US$4.35 million) revenues from paid views in less than six months since launched on Weibo. “Donations” after viewing articles reached 44 million yuan and advertising shared profit was 128 million.

Weibo has become the largest content production and consumption platform in China. Advertising revenues on Weibo reached 128 million yuan as of November 2015. Verified individual accounts on Weibo had a relatively large impact on the public. As of November Weibo vertical authors reached 2.3 million, the number doubled compared to the same period last year.

Authors with average monthly article views of over 100,000 reached 253,000 this year. Monthly active users of Weibo reached 222 million in Q3 2015. Weibo users on average released 11 posts per day and the average views of per post amounted to 9800 times growing 83% compared to the same period last year. Overall posts on Weibo have increased 64% YoY by November 2015.

The number of top authors in 10 sectors each has exceeded 5,000 people which led an active content consumption on Weibo. Top authors in the stock area reached over 6,000 people with an icnrease of 70% YoY as of November 2015, and the average views increased by 89% YoY. Average daily comments on per post in the stock trading sector on Weibo reached 300,000 with nearly eight million active investors making Weibo become the most rapid discussion and transaction reference platform in China.

Top authors gained more than 200 million revenues from Weibo. Fans rewards brought over 44 million yuan (US$6.83 milliom) for them and over 200 authors gained 28 million yuan revenue from paid-article only in less than six months after paid-reading services launched on Weibo.

To support posts shifting toward more long posts and videos, Weibo is increasing the efforts to reward the authors in vertical areas next year from brand values, consumer values and commercial values according to the vice president of Weibo.

Weibo has made several optimization to the publishing features. “Headline article” will be online by the end of December which can present a long article shown in a more eye-catching way in the content feeds. Content editing and article loading are optimized for better experience.

Headline articles can be used on PC, mobile client as well as mobile apps. Weibo will promote Weibo Note App as an external and independent tool for publishing long articles. Weibo will also be open to more third-party publishing tools. In addition, Weibo will launch single paid-article features.

Weibo also announced the launch of a joint video broadcast product with Miaopai where users can interact with the anthors. This product is also designed for user rewards and paid views which will further broaden the commercial values for vertical authors.

Weibo will work to increase the exposure of authors through marketing methods and business tools according to the vice president of Weibo. Revenues of authors will be expected to reach over 400 million yuan in 2016.

Also read: China Social Media Users Insights in 2015

Daily video sharing on Weibo exceeded one million times in August and the peak value of daily plays reached 150 million, according to Weibo press release on 2 Sep 2014.

Weibo claims it has become the biggest video platform for user generated content (UGC).

Among all videos shared on Weibo, the growth of videos shot and published directly on Weibo mobile clients and Miaopai app (a ten-second video camera app owned by Weibo) is significant.

The video of TFBOYS accepting Icebucket Challenge was played over 42 million times on Weibo, as many as 20 times of combined plays from Youku, iQiyi and Sohu Video. In the same period, over 120 celebrities used Miaopai to publish their completed challenge videos.

Weibo monthly active users (“MAUs”) were 156.5 million as of June 30, 2014, an increase of 30% YoY according to its official quarterly financial results.