Monthly active users of Douyin in China 2022-2024

Bite-sized video format has taken social media usage to another level. Douyin, TikTok’s sister app, is the Chinese household name for short-form videos. In September 2024, the app had amassed 748 million monthly active users in the country.

Douyin’s supremacy

Sophisticated algorithms, engaging features, a user-friendly interface, and a robust content ecosystem have given Douyin’s an edge in digital entertainment. Its closest local rival, Kuaishou – targeting app users from small towns and villages – only managed to secure 471 million monthly active user mark in September 2024. Other contenders, such as Xigua Video and WeSee, were far behind with less than 100 million users each. When it comes to monthly user time spent, Douyin and its speed version were leading the pack by at least seven hours.

More than a social media 

Such massive app usage makes the bite-sized video app an effective channel for e-commerce and brand marketing. By 2024, the second most-used Chinese online shopping platform was set to expand its retail sales by 40 percent. Countless brands are leveraging the platform for product promotion and consumer engagement. Automotive manufacturers Chery and Toyota, and high-end fashion houses Dior and Coach have created the most successful brand profiles on Douyin.