Daily average video views on Weibo, the leading social media in China, increased seven times year-over-year, surpassing 2 billion in the fourth quarter of 2016. Video advertising, launched in the second quarter of 2016, contributed over 10% of its total advertising revenue in the second half of the year, according to Weibo.

Though the total user base and usage of Twitter-like services in China began to decline in 2013, Weibo regained momentum in 2016 thanks to the significant consumption growth in short videos and live video streams, especially the former.

Weibo monthly active users reached 313 million and total revenue was US$212.7 million in the fourth quarter of 2016. 90% of the monthly active users accessed Weibo on mobile in December 2016, up from 83% a year ago.

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Tracey Xiang

Tracey Xiang is Beijing, China-based tech writer. Reach her at traceyxiang@gmail.com