Shulou(Shulou.com)11/24 Report--

Thanks to CTOnews.com netizen Windelight for the clue delivery! CTOnews.com, March 30, March 29, the "China Network Audio-Visual Development Research report (2023)", which is regarded as the wind indicator of China's network audio-visual industry, was released in Chengdu. According to the report, the number of short video users in China has reached 1.012 billion and the number of webcast users has reached 751 million, making it the second largest audio-visual application on the Internet.

The report points out that short videos have become the primary application to attract netizens to "touch the net". The stickiness of users has increased significantly, with nearly 1/4 new netizens touching the net due to short video, and the ability of short video to "accept new" far exceeds that of instant messaging.

The report also shows that the average daily use of short videos is more than 2.5 hours. Watching news and learning knowledge have become important needs of short video users, and short video platform has become the primary channel for netizens to get news and information. Short video has become the main position of public opinion and propaganda, and "audio-visual +" helps the digital transformation in many fields. Live news is the most popular among netizens. The report mentioned that online audio leisure and learning are not wrong, 70% of users carry out "in-depth reading."

CTOnews.com attached the main contents of this report:

First, the network audio-visual surpasses instant messaging to become the largest Internet application. As of December 2022, the number of network audio-visual users in China has reached 1.04 billion, surpassing instant messaging (1.038 billion) to become the largest Internet application. The utilization rate of online audio-visual netizens was 97.4%, an increase of 1.4 percentage points over the same period last year, maintaining a steady growth at a high level.

Second, the market size of the pan-network audio-visual industry has exceeded 700 billion yuan, and the contribution of short video and live streaming has mainly increased. The market size of the pan-network audio-visual industry in 2022 was 727.44 billion yuan, an increase of 4.4% over 2021. Among them, the market size of the short video field is 292.83 billion, accounting for 40.3%, which is the main source of industry increment, followed by the webcast field, with a market size of 124.96 billion and a share of 17.2%, which has become an important force in driving the market scale of the network audio-visual industry.

Third, the number of users has reached 1.012 billion, and the primary application of short video to attract netizens to "touch the net" is that nearly 1/4 new netizens touch the Internet because of short video, and the ability of short video to "accept new" far exceeds that of instant messaging. Among the new netizens, 24.3% use short video applications when they surf the Internet for the first time, which is far away from other applications. As of December 2022, the number of short video users reached 1.012 billion, an increase of 77.7 million over the same period last year, a growth rate of 8.3%, accounting for 94.8% of the total Internet users.

Fourth, the number of webcast users has reached 751 million, making it the second largest audio-visual application on the network.

In 2022, the number of live webcast users was 751 million, making it the second largest audio-visual application after short video. Webcast has gone deep into entertainment, education, commerce and other fields, and has broad prospects for future development.

5. the network audio-visual utilization rate of middle-aged and young people in highly educated, first-tier and new first-tier cities is higher. Comprehensive video, webcast, and network audio are more used by middle-aged and young people in highly educated, first-tier and new first-tier cities. This kind of netizens use more network audio-visual applications.

6. the per capita daily use time of short video is more than 2.5 hours, which is 168 minutes, far ahead of other applications, while the average daily use time of integrated video is 120 minutes. Since the end of 2020, it has surpassed instant messaging to rank second.

Seventh, watching news and learning knowledge has become an important demand for short video users. "report" shows that obtaining news information and learning relevant knowledge has become an important reason for users to watch short videos. Short video platform has become the primary channel for netizens to get news and information.

8. Live streaming has significantly improved its ability to carry goods, becoming an important marketing channel for fast consumer goods in daily life. 42.7% of users have purchased goods due to watching online videos or webcasts in the past six months, an increase of 27.0 percentage points compared with 2020. Middle-aged and young women living in second-tier cities and above with middle and high education are the most potential target groups for online video / live streaming.

9. The audience of short plays is large, with young people under the age of 19 accounting for the largest proportion of users. The number of short plays online increased significantly from 2021 to 2022. In the last six months, more than half of the short video users have seen short dramas, micro variety shows and instant noodles within 3 minutes. The viewing proportion of users aged 19 and under is 57.9%.

Network audio leisure and learning are both correct. 70% of users carry out "in-depth reading" the two main purposes of listening to network audio programs are entertainment, leisure and learning, accounting for 47.9% and 30.0% respectively. 33.2% of online audio users "listen carefully to the full program" and 24.5% of users "listen carefully to more than half of the content".

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