16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
6 Apr 09:00 GMT / 05:00 EST

Reimagining women’s sport…what do we need to do to change the game?

Tom Corbett
Group Head of Sponsorships and Media at Barclays
Eniola Aluko
Sporting Director at Aston Villa W.F.C
Gabi Mostert
Creative Director at Iris
Rebecca Stewart
Senior Reporter at The Drum

TikTok’s daily active users in China top 250 million

Tik Tok's popularity soars in China as short-video viewing goes from strength to strength

Daily active users of Douyin, the Chinese version of the popular TikTok app, have exceeded 250 million as short video viewing continues to explode in China.

Figures from China Internet Watch, revealed the Bytedance owned short-video app outperformed rival app Kwai, which attracted 160 million daily active users.

The figures reveal the huge appetite for short video apps among Chinese consumers and the strength of the market.

The report revealed the two apps demographics differ slightly, with Douyin attracting a higher proportion of female users, while Kwai boasts a more balanced user base with 54% male to 46% female.

The two apps have also focused on targeting different audiences with Douyin focusing on larger more central cities across China, while Kwai has pursued smaller markets and towns.

Earlier this month, the Meeker report revealed China internet users spent more than 600 million hours per day watching short videos.

According to the China Netcasting Services Association, China's short video market increased 744.7% year-on-year to reach RMB 46.7bn ($6.8 billion) in 2018. China’s total number of short video viewers in China was 648 million in 2018, which accounted for 78.2% of the country's overall online population.

The China growth comes as Bytedance invests in growing the TikTok brand globally, last week The Drum revealed the Beijing-based company had hired former Facebook executive Blake Chandlee to drive international growth.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.