Core Insights - The primary revenue sources for China's short video industry include advertising revenue, e-commerce commissions, live streaming shares, and gaming [1][7] - The short video advertising market is projected to reach 210 billion yuan in 2024, reflecting a year-on-year increase of 16.7% [1][8] - The growth in advertising revenue is driven by the increasing user base of short video platforms, enhancing the exposure value of ads [1][6] Short Video Advertising Industry Overview - Short video advertising refers to video ads under 15 seconds designed for mobile platforms, utilizing vertical video and dynamic subtitles to enhance completion rates [3][4] - Common advertising formats include native ads, floating ads, pre-roll and post-roll ads, and live commerce [3][4] Development History of Short Video Advertising - The industry has evolved through three stages: initiation (2011-2015), explosion (2016-2020), and maturity (2021-present) [5] - The explosion phase saw significant capital influx and rapid market growth, establishing short video as a new growth area in advertising [5] Current State of the Short Video Industry - The user base for short videos grew from 873 million in December 2020 to 1.053 billion in December 2023, with a slight decline expected in 2024 [6][7] - The market size of the short video industry is anticipated to reach 420 billion yuan in 2024, marking a 35% year-on-year increase [6][7] Competitive Landscape of Short Video Advertising - The industry features a three-tier competitive structure, with Douyin and Kuaishou dominating the first tier [9] - Douyin's advertising revenue is projected to reach 360.1 billion yuan in 2024, accounting for over 60% of its total revenue [10] - Kuaishou's online marketing services are expected to generate 72.4 billion yuan in revenue in 2024, reflecting a 20.07% increase [11] Future Trends in Short Video Advertising - The integration of AI and big data will enhance precision in advertising targeting and improve return on investment [11][12] - Advertising content will shift towards emotional connections and immersive experiences, utilizing AR/VR technologies [12] - Regulatory frameworks will become more stringent, focusing on data privacy and compliance, while global expansion will be a key growth area for leading players [13]