The Research Report on China's Online Audiovisual Development (2024) was released in Chengdu
On the afternoon of March 27, the "Research Report on China's Online Audiovisual Development (2024)" (hereinafter referred to as the "Report") was released at the 11th China Online Audiovisual Conference. Nie Chenxi, member of the Standing Committee of the National Committee of the Chinese People's Political Consultative Conference, deputy director of the Culture, Culture, History and Learning Committee, and president of the China Network Audiovisual Association, and Liu Yulin, director of the China Internet Network Information Center and Secretary of the Party Committee, attended the report press conference and delivered speeches.
Nie Chenxi, member of the Standing Committee of the National Committee of the Chinese People's Political Consultative Conference, deputy director of the Culture, Culture, History and Learning Committee, and president of the China Network Audiovisual Association
Nie Chenxi pointed out that since the new era, online audiovisual has adhered to the guidance of Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, in-depth study and implementation of Xi Jinping Cultural Thought and General Secretary Xi Jinping's important thoughts on cyber power, and demonstrated new achievements in the practice of promoting the construction of a cultural power and a cyber power. Focusing on the overall situation of the work of the Party and the country, the China Network Audiovisual Association actively fulfills its responsibilities and missions, continues to promote the construction of network culture, continuously promotes industry self-discipline, helps improve industry standards, and plays an active role in promoting and serving the management of network audiovisual construction. This year is the 9th time that the China Network Audiovisual Association has released the "Report". The report not only comprehensively demonstrates the vigorous development of China's online audio-visual industry, but also deeply analyzes the internal logic and trend of the development of the online audio-visual industry, which has become an important basis for looking forward to the future of the industry and researching the development of the industry, and providing a powerful decision-making reference for the sustainable development of the industry.
Liu Yulin said that since 2015, China Internet Network Information Center (CNNIC) has cooperated with the China Network Audiovisual Association to continue to provide survey data and research support for the report. In the future, China Internet Network Information Center will focus on new trends and new characteristics in the Internet field, form more forward-looking and strategic research results, jointly promote the vigorous development of the industry, and provide solid support for the development of new quality productivity.
The press conference of the "Research Report on China's Online Audiovisual Development (2024)".
Zhou Jie, Deputy Secretary-General of the China Network Audiovisual Program Service Association, Vice Chairman and Secretary-General of the Short Video and Live Broadcast Working Committee, gave a comprehensive and in-depth interpretation of the core content of the report.
01
The position of the "No. 1 Internet application" of online audio-visual has become more and more stable, with 1.074 billion users and a usage rate of 98.3%
As of December 2023, the number of online audiovisual users in mainland China has reached 1.074 billion, and the usage rate of netizens is 98.3%. It is worth noting that the gap between the scale of online audiovisual users and instant messaging, which ranks second, has further widened, with the lead increasing from 1.84 million in 2022 to 14.14 million in 2023.
02
The average daily usage time of mobile audiovisual applications exceeds 3 hours, and the average daily usage time of short videos is 151 minutes.
In 2023, the average daily usage time of mobile Internet users will be 435 minutes, and the average daily usage time of mobile online audiovisual applications will be 187 minutes, more than 3 hours. Among them, short video apps have the highest user stickiness, with an average daily usage time of 151 minutes, followed by long video apps (112 minutes), entertainment/game live streaming apps (63 minutes), and online audio apps (29 minutes).
03
The number of rural online audiovisual users is 320 million, the growth rate is much higher than that of urban areas, and online audiovisual plays an important role in the rural revitalization strategy
In the past two years, the increase in online audiovisual users has mainly come from rural areas, and online audiovisual has played an important role and contributed to the "last mile" of promoting the rural revitalization strategy. In 2022 and 2023, the number of rural online audiovisual users in mainland China will be 299 million and 320 million respectively, an increase of 12.6% and 6.8% year-on-year respectively, and the growth rate is much higher than that of urban users (2.1% and 1.9%) in the same period.
04
With a market size of more than 1.15 trillion yuan and more than 660,000 enterprises, online audiovisual is an important force for the new quality productivity of the digital economy
The scale of the online audio-visual market exceeded one trillion yuan, and there were 660,800 surviving enterprises with online audio-visual business as their main business. Among them, about 314,100 enterprises will be established and existing from 2019 to 2023, accounting for about 47.5% of the total. Online audio-visual has gradually become a key engine to activate the new quality productivity of the digital economy and plays an important role.
Zhou Jie, Deputy Secretary-General of China Network Audiovisual Association, Vice Chairman and Secretary-General of the Short Video and Live Broadcast Working Committee
05
The total number of short video accounts on the network has reached 1.55 billion, and there are more than 15 million professional anchors
As of December 2023, the total number of short video accounts on platforms dominated by online audiovisual services has reached 1.55 billion. By the end of 2023, the number of professional online anchors in mainland China has reached 15.08 million. Among them, the number of accounts with 100,000 followers on the main audiovisual platforms of the whole network exceeds 500,000, the number of accounts with 1 million followers is about 40,000, and the number of accounts with 10 million followers is about 1,000. The waist account supports the Internet celebrity economic ecology.
06
More than 70% of users buy goods by watching short videos/live broadcasts, and short videos/live broadcasts, e-commerce, and cultural tourism have become the strongest CPs
According to the survey, more than 70% of users buy goods because of watching short videos/live broadcasts, and more than 40% of users believe that short videos/live broadcasts have become the main consumption channel. Among them, 53.7% of users often watch e-commerce live broadcasts/live streaming, an increase of 23.4 percentage points compared with 2022 (30.3%), with the fastest growth rate. In the past six months, 44.4% of users regularly watch short videos related to travel/scenery, an increase of 16.3 percentage points from 2022 (28.1%), jumping from 10th to 4th.
07
"Long", "short", "straight" and "sound" active users further gather on the head platform
According to the report, the top 30 long video applications, short video applications, network audio applications, and entertainment/game live broadcast applications with monthly active user penetration rate found that the aggregation effect of active user head platforms is obvious.
08
Online audio-visual is an important supply of the public's "entertainment feast", with more than 17,000 long-form video works online in 2023, and more than 120,000 works on major long-form video platforms
According to the statistics of various platforms, as of December 2023, the stock of works on major long video platforms has reached more than 120,000, and the number of online works in 2023 will reach more than 17,000. As of December 2023, the total number of online audio and online music works has exceeded 270 million. The scale of online audiovisual content is huge.
09
The number of online micro-short dramas on key networks has doubled, and the user stickiness of micro-short dramas has grown rapidly, with forty percent of users often watching and three out of ten users having paid
In 2023, a total of 384 key online micro-short dramas will be launched, more than double the number of 172 in 2022. In addition, survey data shows that users who regularly watch micro-short dramas account for 39.9%, second only to TV dramas/online dramas and movies/online movies. Among them, 31.9% of users have paid for micro-short drama content.
10
Online audiovisual shoulders the cultural mission of the new era, and high-quality products are frequently released, and the number of long-form video works with the main theme will reach 51.534 billion times in 2023
According to the statistics of various platforms, the number of views of the main theme long video works launched in 2023 will reach 51.534 billion. The report pointed out that the quality of long video programs has been improved, and the viewing stickiness has been further improved. Online audiovisual promotes the inheritance and development of excellent traditional Chinese culture through various content forms, and has become the main force of cultural "two creations".
11
Mainstream media highlight the communication and guidance power on the short video platform
According to the report, the implementation of the first screen first launch project of the State Administration of Radio, Film and Television has achieved fruitful results, with more than 20.2 billion broadcasts in 2023; The National Radio and Television New Media Alliance has achieved remarkable communication results, with a total of 1.88 billion fans and nearly 4 billion views by the end of 2023, and the total number of views of the 100 members of the National Radio and Television New Media Alliance has reached 1.88 billion, and the main theme of the short video platform has performed well, with more than 58 billion views of content related to the main theme of the main video platform. The number of views reached 77.68 billion, and the number of fans of the top short video accounts of the three major central media (CCTV, People, and Xinhua) exceeded 1.013 billion, and the number of fans of the top 20 short video government accounts was nearly 400 million.
12
The "dual governance" of the large screen has achieved remarkable results, and the user experience has been greatly improved, and the proportion of satisfied users has reached ninety
"2024 China Online Audiovisual User Survey" shows,"Since the launch of the "dual governance" work,The experience of TV user experience has been significantly improved,The proportion of users who are satisfied with Internet TV/network box has reached89.2%,It means that TV operation is simpler and more convenient、Free content has increased。
The press conference of the "Research Report on China's Online Audiovisual Development (2024)".
At the press conference, Yu Liangxing, chairman and CEO of Gouzheng Technology, shared the new trend of user behavior on the large screen, Li Xuelin, founder and CEO of Yunhe Data/Two-Bit Technology, discussed the new trend of content creation and communication, and Cui Yanzhen, managing director of Beijing Meiland Media Communication Strategy Consulting Co., Ltd., expressed his insights on the new trend of audiovisual content consumption.