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The 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 April 2026, the app had amassed *** 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 an edge in digital entertainment. Its closest local rival, Kuaishou—targeting app users from small towns and villages—only managed to secure *** million monthly active users in May 2025. Other contenders, such as Xigua Video and Douyin Huoshan, were far behind with less than *** million users each. When it comes to monthly user time spent, Douyin and its speed version were front-runners by at least 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 most-used Chinese online shopping platform was set to expand its retail sales by ** percent. Countless brands are leveraging the platform for product promotion and consumer engagement. Automotive manufacturers Audi and Chery and high-end fashion houses Ralph Lauren and Louis Vuitton have created the most successful brand profiles on Douyin.