Research Report on user value of short video in 2020 From CSM

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The following is the Research Report on user value of short video in 2020 From CSMrecommended by recordtrend.com. And this article belongs to the classification: Short video, research report.

CSM released the report on user value of short video in 2020. More than 500 industry colleagues from the field of radio and television media convergence and short video attended and listened to the conference.

Short video users continue to release bonus, large TV screen opens a new way to play

According to the report, the proportion of Internet users aged 10 or above watching short videos rose to about 91.2%, and the number of users increased to about 792 million. With the transition of short video market from incremental market to stock market, the growth rate of short video users has slowed down, but the viewing time of more than half of users has increased, and the average daily use time has increased from 54 minutes to 76 minutes, and the market space of short video is still expanding.

In addition, large TV screen has become a new way to open short video. According to the report data, 55.8% of users have seen short video on TV, and 84.6% of them have positive comments on the experience and content quality of watching short video on large screen.

Short video content expansion and quality improvement

Short video has become a popular application, and its content functions are constantly enriched and extended. According to the report, users still have a strong demand for relaxation, leisure and access to information when using short video. What has changed is that compared with last year, the situation in which the viewing motivation is highly focused on relaxation and leisure and information acquisition has declined, and the user selection ratio of group convergence, popular follower, companion and practical motivation is lower The number of cases increased.

According to the report, at present, the diversified content ecology of short video has entered an orderly and stable development stage, and the content quality has been significantly improved. The competition of creators for traffic and users will boost the expansion of short video content into more vertical categories. The data show that short video content preferences remain diversified, while pan knowledge, pan life and pan entertainment content are still at that time. Compared with that in 2019, “life skills / knowledge subject” will be improved “Pu”, “life / social record” and “personal show” are still the top 3 favorite types of short video users.

On the other hand, short video has further cross penetration with multiple fields. In addition to the integration of “short video + e-commerce”, “short video + music”, “short video + education”, short video is becoming one of the important means to promote agricultural development, Rural Revitalization and consumption poverty alleviation. According to the report, short videos related to agriculture have a strong development momentum, 72.7% of users are interested in such short videos, and life-related content such as “rural scenery” and “farm food” are more concerned.

In addition, 88.4% of users expect to learn knowledge and skills through short video. Government affairs content has also gained a lot in the field of short video. 94.1% of government short video users gave positive comments on this kind of content, more than half of users felt the professional authority and grounding of government agencies, and 58.3% of government short video users said that they would know more about and pay attention to the organization. In the future, short video will be more integrated, connect and enable more industries, and create new content energy field while expanding industry boundaries.

TV media competition short video large screen resources support mobile priority

TV media continue to add code short video, get through and integrate a variety of resources, and explore a new mode of integration. According to the report, 63.4% of the short video users interviewed have recognized and seen the short video of TV media in recent half a year, and 39.0% of the users have “swiped and watched it”. Platform push is still the most important factor influencing the short video users’ attention. In addition, the construction of content branding helps to precipitate fan users. In recent years, TV media has accelerated the layout of short videos, strengthened the efforts of originality, actively built media content brands and matrices, and emerged more accounts that have entered the head of the platform. How to reconstruct and strengthen the relationship between short video account brand and TV brand and form more effective interaction still needs more exploration.

News content has always been a pioneer in the integration of radio and television media, and its importance is self-evident. Although the news media carrier changes rapidly, the news core has stability and inheritance, and the news short video with scene sense, integrity, significance, viewpoint and proximity is more popular with users. In the fragmented information dissemination environment, 47.2% of news short video users prefer to see the short video that “reflects the whole picture of the event” to understand the causes and consequences of the event. How to use short and compact video space to carry out logical and complete narration is an important topic for news short video.

In recent two years, TV hosts / journalists have become network celebrities with distinctive TV characteristics in the short video field. According to the report, 56% of users have seen the short videos released by TV hosts / journalists, and users of short videos are more looking forward to seeing TV hosts / journalists’ opinions, working scenes and life sharing. At the same time, in the short video scene, the TV host / image needs to be redefined. In the era of “everyone is the anchor”, the unique temperament and distinctive personality are the key to break through. The people-friendly, frank and ideological type continue to attract high attention.

User centralization accelerates, and head platform penetrates in both directions

The trend of short video users concentrating on the head platform will be further deepened in 2020. According to the report data, the number of commonly used platforms per capita for users to watch short video is decreasing year by year, from 5 in 2018 to 3 in 2020, and 62.2% of the common platforms for short video users are concentrated between 1-2.

Tiktok and Kwai are absolute duopoly in short video platforms that users often use. The total coverage of the two accounts for 75%. Meanwhile, with tiktok sinking and Kwai branding, the two giants have entered the stage of mutual penetration and positive competition, and the two users have reached a certain degree of coincidence.

Tiktok Kwai users’ satisfaction on the two platform is also similar. The difference is that the experience of the master’s voice synthesis function is better.

Short video broadcast with goods to promote the new pattern of e-commerce

In the field of short video commercialization, with the continuous extension of exploration, the short video marketing market space is being rapidly developed and new consumption scenarios are created. According to the report, the conversion rate of short video e-commerce has reached 56% in the past six months, and the outbreak of live video with goods in 2020 will strongly boost the development of short video in the commercialization path of e-commerce. Live delivery has become the new normal of short video platform. 52.0% of users have seen live delivery on short video platform, and nearly half of them have completed the order purchase. Every time the media changes, new value increment will be produced. The short video platform seems to be a new e-commerce channel.

In terms of content payment, the short video payment service is still in the user training stage. 57.8% of short video payment users spend less than 100 yuan a year. However, the potential market for payment has increased, mainly due to the increase in the proportion of wait-and-see users.

epilogue

At present, media convergence has entered a stage of in-depth development. At the same time, radio and television media actively and continuously carry out media convergence practice and exploration, accelerate the integration of large and small screens, CSM is also deeply ploughing into the field of short video data and research, and continues to pay attention to the dynamic development of short video industry. It has published short video user value research report for three consecutive years to help the industry grasp the current short video industry and platform The development status and trend of content and users provide data and research support for the innovation and development of short video industry, the maximization of user value and the development of media convergence.

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