2026 抖音造世界行业白皮书

Investment Rating - The report does not explicitly state an investment rating for the industry Core Insights - The UGC (User-Generated Content) creation platform model has matured, allowing for a decentralized and personalized content production environment, which has reshaped the content industry's value chain [11][12] - Douyin's "World Creation" initiative is building an interactive social UGC ecosystem that connects users, creators, and brands, enhancing user engagement and creating new commercial opportunities [24][78] - The user base of Douyin has surpassed 600 million daily active users, providing a substantial foundation for the "World Creation" initiative [27] Summary by Sections Industry Overview - UGC platforms are defined as digital platforms that empower individual users to create, publish, disseminate, and monetize content through low-cost tools and channels [11] - UGC platforms can be segmented into various categories, including text, audio, short video/live streaming, knowledge Q&A, gaming, and local life [14] Douyin's "World Creation" Ecosystem - The ecosystem is characterized by a large user base, high engagement, low entry barriers for creators, and multiple commercial possibilities, fostering value co-creation among users, creators, and brands [24] - Douyin's daily active users (DAU) have exceeded 600 million, with "Harmonious Spirit (Little Fireman)" achieving 100 million daily active users by February 2026 [27] User Engagement and Interaction - Users are primarily young (ages 18-30), showing high engagement and a willingness to pay for quality virtual experiences [31] - The interaction methods include in-world chats, team tasks, and sharing experiences on social media, enhancing user stickiness [40][45] Creator Ecosystem - The number of creators on Douyin's "World Creation" has rapidly increased, with over 10,000 registered creators by February 2026 [46] - The "Little Fireman" creator model has low entry barriers, allowing for widespread participation and creativity [49] Brand Opportunities - Brands can leverage Douyin's unique social attributes and immersive experiences to create innovative marketing strategies, moving from passive reception to active engagement [78][80] - Marketing strategies include brand-customized worlds, character and prop integration, and interactive marketing activities [79] Platform Support and Development - Douyin provides technical support, policy backing, and diverse activity operations to ensure the sustainable development of the UGC ecosystem [83] - The platform's technical capabilities include AI tools for content creation and Unity engine integration for advanced creators [84]