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

In the era of national fitness, exercise has gradually become a part of more and more people's lives. Offline, fields, park squares, gymnasiums and gyms are the "main battlefields" for "athletes" to exercise, while online, the short video live platform represented by Kuaishou has also become an important way for people to watch sports events, spread, record, and communicate fitness content.

On September 14, Kuaishou big data Research Institute and Kuaishou Sports jointly released the "2023 Kuaishou Mass Sports data report" (hereinafter referred to as "the report"), with the theme of "Happy Sports, live up to Love". A systematic inventory of the development of mass sports in 2023. At the same time, Kuaishou also makes use of sports short video live content, so that many excellent sports creators are seen, so that more people feel the charm of sports.

According to the report, in the first half of this year, the number of Kuaishou sports content creators reached 17 million +, the number of likes of platform sports content videos reached 8 billion +, and 91% of sports content was released by creators with less than ten thousand fans. The probability of "persistence" in sports video comments is 13 times higher than that of ordinary videos. In addition to daily sports such as the "three big balls", track and field, and fishing, traditional Chinese sports such as martial arts and dragon boats, as well as trendy sports such as yoga, skateboarding and parkour have also become popular among many people. self-discipline and strong physique have become a common way of life for more and more people.

With the frequent occurrence of rural sports events, the hot-blooded "up-throw" stimulates the sports craze. Want to know the trend of mass sports in the first half of 2023? Some "ways" can be seen from the "report".

According to the statistics of the number of videos released by different sports, TOP10, which is the most popular mass sports in Kuaishou, covers billiards, fishing, track and field, wrestling and other events, among which basketball, as one of the "three big balls", is at the top of the list with a high advantage.

In order to promote the revitalization of rural sports and provide a stage for more sports talents, Kuaishou has always insisted on using the strength of the platform to spread this love and vitality widely. Rural sports leagues, such as "Village BA", "Village Super" and "Village VA", which are born because of simplicity and love, have become the best "boosters".

According to the report, from March 2023 to September 2023, Kuaishou live broadcast village games reached 500 times, with a total of 800 million viewers, and the search for keywords related to village games increased sharply, and hot topics such as "seeing the village surpassed Kuaishou", "Guizhou village BA comparable to NBA" and "Kuaishou village BA theme song was too high" set off an upsurge in the discussion of rural sports.

Village BA contestants @ Shi Xuenian, village BA Qiandongnan MVP@ ou Minghui, @ Guizhou village super official account, @ Hainan village VA official account and so on a large number of village BA players who spread their enthusiasm in ordinary life, and the official account has also grown rapidly, bringing everyone an immersive experience of watching football, training tidbits and game interpretation before and after the match, and become an influential Kuaishou account in the sports field.

At the same time, compared with the video comment area of official sports events such as NBA, which is full of Curry, O'Neal and James, the video comment area of Village BA pays more attention to "feeling", with keywords such as "pure", "love" and "atmosphere" becoming the most common words in the comments.

However, whether it is the NBA who is obsessed with "summoning heroes" or the village BA who is "pure love", everyone's cheering for sports events is the same, and exclamations such as "support", "come on", "awesome" and "beautiful" have been written unsparingly in the comment area of Kuaishou short video.

Different people have their own preferences, love supreme sports happiness is spreading the old saying: "a hundred miles of different winds, ten miles of different customs," is also the same in sports, "different people, each has its own love, each has its own preferences." it has become the biggest feature of the ecology of Kuaishou mass sports content.

In terms of geography, the cities that love skiing most are unexpectedly taken by the three northeastern provinces that love to play "skating"; the creators of Zhejiang, Shanghai and Beijing prefer to play tennis, while Tianjin, Beijing and Heilongjiang are more pick ping-pong.

At the same time, there are significant differences in the types of sports preferred by creators of different genders and ages. Male users prefer strength-based sports such as basketball and football, while female users pay attention to yoga, skating, swimming and other exercises that can shape and exercise body sensitivity.

Take "basketball" as an example, as a sport with more stringent requirements on the height and physical strength of the participants, it is also regarded as synonymous with passion and confrontation. On Kuaishou, more than 80% of basketball videos are released by men, of which the post-00 generation with strong spirit and better physical strength has become the main force in the creation of basketball videos. In terms of cities, the proportion of basketball creators in fifth-tier cities is as high as 29.2%, and that in second-tier cities is at least 11.3%. It can be seen that for sports, it has nothing to do with the city and economic conditions, "happiness first, love supreme".

Thanks to the hot grass-roots basketball atmosphere of the platform, @ Yoido Jinhong has been promoted from a basketball-loving grass-roots player to a professional player. @ Huiyuan basketball has also become a "challenge basketball king" in the minds of many people with its dazzling basketball creative challenges. In addition, Kuaishou has joined hands with FIBA China to create the top three-a-side basketball open tournament, which fully sets up a stage for basketball enthusiasts to show themselves.

For example, football for the "three big balls", "love", "boy", "in the name of football", "charm" and other key words constitute the football dream of Kuaishou creators. @ freestyle Football Chris, who calls himself "Happy Football at his own expense", and @ Football programmers, who are software engineers and football enthusiasts, have become active representatives of football fans on the platform.

In addition, billiards has become one of the favorite sports of this year's young people, with more than 70% of billiards videos released after 00. Everywhere can be seen "wild fishing", "crazy", "outdoor", "fish catch" # angler's Happiness # topic video comment area, let everyone feel the creators' deep love for fishing.

In July 2022, Kuaishou fishing also held in conjunction with the "2022 Kuaishou fishing Red Man Festival" organized by the China fishing Sports Association, to fishing friends, more than 200fishing experts and folk anglers from all over the country competed together at the competition site, showing the multi-faceted splendor of the fishing sport.

From watching the content to forming habits, the national movement is just around the corner. The development of mass sports is directly related to the health level of the whole people and affects the progress of social civilization.

According to relevant data, more than 500 million people often participate in physical exercise in our country. According to the data of the National Statistical Survey of Sports venues in 2022, by the end of 2022, there were more than 4.22 million sports venues in the country, with an area of more than 3.7 billion square meters. A higher level of national sports facilities construction, but also better promote mass sports fitness, create a new fashion of healthy living.

As for the areas where fitness infrastructure has not yet been covered, we can still see the masses exercising actively. Aerobics, yoga, fitness running, rope skipping and shuttlecock kicking, which do not require professional facilities and large venues, have become everyone's favorite fitness exercises. @ fierce male Aicai regards the countryside as a gym, and @ carries bricks as a gym, completing daily pull-up exercises with the support of scaffolding beams.

At the same time, parkour Guinness world record holder @ Zhang Yijie, @ CC, which combines skateboarding with life, has played a new trick in the minority trend movement, Emei school heir @ Lingyun, country sports talent @ Kung Fu Wang Xin, so that the traditional martial arts, coruscated with new vitality in the short video. In fact, people's enthusiasm for sports is actually a change in their attitude and way of life.

In the current fast-paced era, work, family and other multiple life scenes, inevitably have to bear multiple pressures, and exercise happens to be a good way and outlet to vent emotions and relieve inner anxiety. As a healthy and effective way of decompression, more and more people regard it as a persistence and habit.

In Kuaishou, the time law of people's exercise, sports places are rich and diverse, and countless sports contents uploaded to Kuaishou at different times and different places also unwittingly form a real-time and updated map of mass sports. These people are distributed all over the country, but through short videos and live broadcasts, they share and exchange sports experiences, urge each other to develop sports habits, and convey the happiness of sports for more people. It has also contributed its own strength to the achievement of the ultimate goal of the national movement.

In fact, the "market gene" of Kuaishou platform not only provides a fertile soil for the popularization of sports content, but also grafts a new connotation for "national sports". Just like the popular Kuaishou village BA, it is not only a game carrying the basketball dreams of country players, but also like a horse-drawn carriage, carrying local culture, music, history and food, through fast-hand short videos and live broadcasts. Audiences from all over the country, like the local people, can go to this "online temple fair" to take sports as an incision to let the local characteristic goods go out, so that the local culture and tourism industry can come alive.

It is believed that in the future, Kuaishou will continue to rely on sports content, and while driving mass sports and mass sports to a larger stage, it will also be able to combine more contents such as literature, tourism, non-heritage, agriculture, rural areas and farmers with sports contents. open a window of characteristic display for more people and more places, and also open a new narrative chapter for the dissemination of mass sports content.

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