China’s short video market saw explosive growth in the past year. The success of Tik Tok (or Douyin in Chinese) soon attracted Tencent, Baidu, and Alibaba to join in the competition. In a short span of time, several hundred short video apps appeared in the market.
In the short video market, competition is growing fierce while government regulations are tightening. Kuaishou (kwai) is one of the two leading mobile apps in the field. Not only did they survive this challenge, but they also achieved unexpected growth in the last year: the number of daily active users (DAUs) on Kuaishou reached 160 million as of December of 2018.
Kuaishou’s DAUs grew by 60 million in 2018. Most of this growth occurred between August and December, a formidable feat considering the regulatory environment and increasing competitiveness. The annual revenue of Kuaishou in 2018 was comparable to that of Tik Tok with much lower costs, especially in costs used to attract traffic.
The secret to Kuaishou’...
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