philip lelyveld The world of entertainment technology


Mary Meeker’s 2019 Internet Trends report highlights China’s short-form videos and super apps

Screen-Shot-2019-06-12-at-3.04.16-PMIn particular, this year’s report highlighted short-form videos as a key driver of Internet usage growth in China, leading user and usage growth across all app categories. Users spent a total of nearly 600 million hours per day watching short-form videos on mobile in April 2019, more than in any other category. Short-form video leaders included Douyin (known as Tik Tok in international markets), Kuaishou and Haokan.

Another major video trend is live-streaming, especially for e-commerce platforms. Taobao got more than $14 billion GMV through live-streaming in 2018, while fashion e-commerce and social media platform Mogu attributed 24% of its GMV to live-streaming, which also had a four times repeat purchase rate.

Meituan Dianping’s “super app” is growing increasingly huge. It now includes more than 30 services (for example, restaurant reviews, reservations, movie tickets, home rentals, hotel bookings, payments, travel booking, food delivery and grocery ordering), although restaurant-related services and travel make up as much as 88% of its revenue. The company’s annual transacting users grew 26% year-over-year to 412 million.

The influence of these “super apps” can be seen outside of China in apps like Grab, Rappi and Uber, which are adding more services (for example, Uber’s app now lets you order food, reserve e-bikes and find promotions at other businesses).

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