Summary
Douyin DAU exceeded 400 million, an increase of 60% from 250 million in the same period last year. The overall characteristics of Douyin users show relatively balanced male to female populations. The TGI(Target Group Index) is high for users aged 19-30 years old and the for users in emerging first-tier, third-tier and lower-tier cities. Users from Guangdong, Henan, and Shandong provinces account for high proportions of Douyin Users, Zhengzhou, Xi'an, and Kunming users have higher preference towards the platform.
*What is TGI? If the index number is higher, the user group shows higher preference to the platform.
User Preferred Video Type
Gags, derivative works, life, and food shows higher popularity. Needs for emotional, cultural, film and television fragment grows rapidly. Male users have a higher preference for military, gaming, and technology contents, while female users enjoys watching beauty, maternity, and recommendation contents.
20 years old users enjoys gaming, electronic products, and fashion videos. 20-25 years old users prefer games, electronic products, and clothing-related videos. 25-35 years old users trends to look for movies, maternity, and food videos. 35-40 years old users have a high preference for cars, maternity, and food contents.
Audience Analysis
