Xigua, Huoshan, and Douyin data: daily activity, retention, and average daily usage times and duration

Everyone knows that the Internet short video field is very popular this year, so how popular is it? Here we have selected the three top short video headlines: Xigua, Volcano, and Douyin . We have compiled some data about the three for you. You can use the data to feel the popularity of short videos and the successful layout of the big boss behind the scenes, Toutiao (strictly speaking, the name of the parent company should be ByteDance, but due to the issue of recognition, it will be referred to as Toutiao below). You can imagine what the size of Toutiao will be in the future?

Nikkatsu

As can be seen from the chart, the daily active users of the three are growing rapidly. Among them, Xigua, which has the smallest increase, has also increased its daily active users by 61.6% within two months, while the popular Douyin has increased by 73%, and the most exaggerated Douyin has increased by 2.3 times. In comparison, the average daily active users of Kuaishou, the leader in the short video industry, increased from 67.82 million in July to 79.18 million, an increase of 16.75% during the same period; Meipai 's average daily active users decreased from 4.49 million in July to 3.65 million, a decrease of 18.7%. It can be seen that the three giants have posed a serious threat to other short video applications. They have not only snatched away most of the new users in the short video industry, but have also taken away part of the market share of the original short video giants.

Let's look at the overlapping users of the three. Given that Xigua is a PGC information short video, and Huoshan and Douyin are UGC short video communities, the overlapping users are relatively few. This product matrix is ​​relatively successful. After removing the overlapping users, the three giants had a total of 195.3 million monthly active users in September, and the short video industry had 327.5 million monthly active users in September (including short video editing tools such as VUE). The three giants accounted for a total of 36% of the short video industry's share. If only the short video community is counted, the three giants' share is estimated to account for at least half of the market.

Retention

Since we cannot get the daily active users, we can only look at the second retention rate and 30-day retention rate of weekly active users. We can see that Xigua’s average second retention rate is as high as 81% (the average of Miaopai , which is also a PGC short video, is 60%), Huoshan’s second retention rate is 74% (compared to Kuaishou’s 70%), and Douyin’s is 75.5%. In terms of 30-day retention rate, we can see that the three giants have all seen significant growth recently, with Xigua still having the highest rate, around 60% (Miaopai 25%), and Huoshan and Douyin both at around 52% (Kuaishou 57%).

From the above, it can be seen that the retention rates of several major video applications are relatively high. In terms of information short videos, Xigua is far ahead of Miaopai, and its user stickiness is extremely high. The retention rate of Huoshan is very similar to that of Douyin, and is comparable to that of Kuaishou. Considering the terrifying growth momentum of Huoshan, we are looking forward to its future performance.

Average number of times and duration of daily use by users

Products that can attract more users and longer attention are more valuable. Let’s take a look at the performance of the three best products in terms of the number of times users open them and the duration of their visits:

It can be seen that in September, Xigua was opened an average of 16 times per day (Miaopai was only 5 times), while Huoshan and Douyin were both about 20 times (Kuaishou was 13 times); the average daily usage time for Xigua was the longest, reaching 75 minutes (Miaopai was only 28 minutes), while Huoshan was about one hour (Kuaishou was 55 minutes), and Douyin was 27 minutes. The users of Xigua and Huoshan spend an astonishing amount of time every day, while the average daily time spent on Douyin, which generally seems to have more high-end content, is only half of that on Huoshan. Perhaps you still don’t have much to say after reading this, so let’s compare the average daily usage times and duration of the top apps in other fields:

You can look at the average daily opening times and duration of the top users in different fields. In the same information category, the usage time of Xigua users is longer than that of Weibo and Toutiao users, and is close to WeChat ; the usage time of Huoshan users also surpasses Momo , QQ Music, etc. I often hear people say that they will spend money on Taobao or play Honor of Kings again. It seems that the Three Heroes of Volcano, especially Watermelon and Volcano, are an invisible and terrifying time-killing artifact.

Conclusion

After entering the 5G era , with faster Internet speeds and more traffic , watching videos will be more convenient, and Xigua, Volcano, and Douyin will become even more terrifying. One has to admire Zhang Yiming 's strategic layout. In the 3G era, when mobile Internet was just emerging, Toutiao fought its way out of the siege of giants, took the first place in information news (there was infringement when it started, and the original sin is undeniable), and gained huge traffic. In the 4G and even 5G era, Xigua stands out in terms of video information and continues to monopolize a large amount of traffic; at the same time, it has extended from the information content field to short video UGC content, forming two short video giants, Douyin and Volcano, which attack different user groups respectively. It is expected that Toutiao will strengthen its social attributes in Huoshan and Douyin in the future, gradually develop stranger social networking through UGC short video content, and in turn consolidate this large content and traffic market through stranger social networking. Kuaishou has been besieged by Huoshan and Douyin (Douyin is blocking Kuaishou's expansion into first- and second-tier cities and young people, and Huoshan is directly targeting Kuaishou's core user base). Momo may also be affected in the future. Tencent has also quickly repackaged Weishi and QIM, which is in the internal testing stage, in an attempt to reap the short video space from behind. The battle in the domestic short video industry will become more and more exciting.

Finally, let me say something off topic: traffic comes in – it is diverted to its own product matrix – it is guided to produce more content – ​​and then the traffic is sold. It also has its own core competitiveness: distribution algorithm. A benign and growing closed-loop business chain like Toutiao is highly replicable. From Toutiao to Xigua to Douyin to Huoshan and then to Wukong Q&A, we can see the terrifying power of Toutiao's two-pronged strategy. On the one hand, the early algorithm collects and distributes content from various channels , and at the same time, the algorithm helps to expose the content of bottom users. On the other hand, it uses high subsidies to dig out various excellent content sources (experts, MCNs, various content producers, etc.), and stimulates the interests of middle users ( Toutiao accounts , Huoshan firepower, Douyin's various reward activities, etc.) to produce high-quality content exclusive to this platform and an active community atmosphere. Let us wait and see what kind of results Toutiao, the latest public enemy of the Internet (whose product matrix includes Tencent, Kuaishou, Weibo, Zhihu, Meipai, etc.), will eventually achieve.