Why it matters: As the short video market gradually nears saturation, Douyin and Kuaishou are increasingly competing for similar audiences, forcing the pair to step up marketing and promotional efforts.
- The short video industry has more than 820 million monthly active users as of June, meaning that more than seven out of 10 mobile internet users are on short video platforms.
Details: The number of overlapping users on the two apps in June more than doubled year on year to 158.8 million, the QuestMobile report shows.
- The percentage of exclusive users—users who only use one app in a market segment—for Douyin dropped year on year from around half to 37.6%. Kuaishou’s percentage of exclusive users also fell from more than 40% to 32.7%.
- Douyin’s monthly active users in June was 486 million, while that of Kuaishou was 341 million.
- More than half of Douyin’s users open the Bytedance app on a daily basis, and close to half of Kuaishou users use Kuaishou every day.