Douyin Release 2021 Data Report Indicating User Preferences
On Wednesday, Douyin released its Data Report for 2021. The report shows the changes that have taken place on the platform in regard to user preferences, content creation, and economic value.
Old Chinese Songs Become New Again
In 2021, 98.97 million users searched for “old songs” in Douyin. Many classic Chinese songs became popular on the platform despite having been released more than 20 years ago. Of the top ten nostalgic classic songs in 2021 selected by the report, the oldest song is “My Motherland and Me”, which was released in 1985, and the newest is “Rice Field”, released in 2007.
College and University Open Classes Cumulative View Time Totalled 1.45 Million Hours
According to the report, in 2021, netizens liked to attend the open classes of colleges and universities on Douyin, with the total watching time exceeding 1.45 million hours. In addition, Tsinghua University, Peking University and Xiamen University ranked among the top three in terms of the number of viewers for their live classes. Also in 2021, nearly 11.38 million users watched live classes streamed by Tsinghua University.
Tsinghua University and Peking University each occupy five of the ten most popular open classes on Douyin. Among all open classes, “Economics in Life”, a classic general course from Tsinghua University, was the most popular live open class on the platform in 2021, with more than 1 million viewers in a single session.
Chinese Folk Art Hosts Earned 232% More
In 2021, traditional cultural content flourished on Douyin. According to the report, 99.4% of the 1557 national non-tangible cultural heritage projects were available on the platform.
In 2021, the top ten most popular non-tangible cultural heritage projects on Douyin were several operas, including those from Henan, Shaanxi and Sichuan in addition to those put on by artists performing Yue, Huangmei, Peking and Huagu Operas. Also popular were , Crosstalk, Production of Liuzhou River Snail Rice Noodles, and Northern Shaanxi Folk Songs.
The live-streaming of traditional culture has attracted more attention as of late and the online rewards sent by netizens has injected new life into these cultural offerings. The report shows that the income of a traditional culture host increased by 101% year-on-year, among which the income of Chinese folk art host increased by 232% year-on-year.
Rural-themed Videos Received More than 2.4 Billion Likes
According to the report, in 2021, rural-themed videos on Douyin received more than 2.4 billion likes. Among all villages famed for traditional culture, Shuidong Village in Hunan Province, Maoyuan Village in Zhejiang Province, Hemu Village in Xinjiang, Yuanjia Village in Shaanxi Province, and Dawa Village in Hebei Province were those attracting the most visitors in 2021.
The report shows that the city of Beijing received 9.4 billion likes and was the most popular city on Douyin in 2021. Hangzhou’s West Lake Scenic Area occupied first place among top ten popular attractions on Douyin in 2021, while the Universal Beijing Resort, a new popular attraction, also became one of the must-visit spots in 2021.
Use Time of 46% Users Who Reminded of App View Duration Decreased Significantly
The report also shares Douyin’s improvements in product functions. In the second half of 2021, Douyin launched several time management tools including those that reminded viewers to take a break from their screens. The reminder was displayed both on screen and through voice prompts.
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According to the report, in 2021, Douyin sent out hundreds of millions of reminders for moderate use every day, and 46% of the users who received those reminders reduced their view time significantly.