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On April 13, Douyin released the “2023 Douyin Reading Ecology Report”, stating that in the past year, the number of reading videos played increased by 65.17% year-on-year, and the number of reading videos with a duration of 5 minutes or more increased by 279.44% year-on-year. The number of Douyin reading live broadcasts increased by 66.23% year-on-year, the total number of viewers increased by 96.73%+ year-on-year, and the average number of viewers per game was 2,700+. Among the top 10 most popular new books on Douyin, literature books account for half of the country.
Douyin announced the TOP10 most popular contemporary writers based on the number of video views, Jin Yong ranked first, and Liu Cixin ranked seventh. Other writers included in the TOP10 include Lu Yao, Yu Hua, Mo Yan, Yu Xiuhua, Gu Long, Wang Shuo, Liu Zhenyun, and Shi Tiesheng.
Reviewing famous works on Douyin has become a new hobby of Douyin netizens. Everyone rereads classic works together and exchanges reading experiences.
At the same time, Mo Yan, Bi Shumin, Jiang Xun… these well-known well-known writers have all opened their own Douyin accounts.
As of February 2023, a total of 10 Mao Dun Literature Award-winning writers have settled in Douyin, and more than 1,500 book authors have shared their experiences on Douyin.
Live broadcasts and short videos have brought readers and authors closer than ever before. Some people even picked up Yu Hua Mo Yan’s “Friends CP”. At a signing event last year, Yu Hua received “Life and Death Fatigue” and signed Mo Yan’s name on his behalf. Mo Yan received “To Live” and signed it for Yu Hua. Mo Yan also loves to share the brotherhood of bickering between himself and Yu Hua.
The report shows that as of February 2023, there will be more than 300 publishing houses on Douyin. Among Douyin’s most popular new books TOP10, literary books such as “Life and Death Fatigue” and “Litchi in Chang’an” accounted for “half of the country”, and humanities and social science books such as “History of Southern Ming Dynasty” and “Jian Shang” were selected.
The report pointed out that in the past year, Douyin has launched a book aggregation page function, launched activities such as the release of good books, and author dialogues, which ignited a boom in reading.
According to reports, in December 2022, Douyin will launch a good book sharing event to encourage users to share their reading experience. Within 4 months, 100,000 book authors participated in the contribution, and the topic playback volume exceeded 2.4 billion. In February 2023, Douyin will launch the book aggregation page function to aggregate discussion videos around specific books, such as content introduction, interpretation, reading methods, etc. In the future, Douyin will also launch book rating and short review functions.
High-quality content and activities have driven users to buy books. The report shows that in 2022, with the help of the Douyin e-commerce “National Good Book Project”, the platform will sell 250 million books. Among them, the proportion of consumers who bought books for the first time on the platform reached 49%.
“Compared with graphic and audio forms, ‘Video Lectures’ are more intuitive and highly interactive. Recommendations and explanations from experts, and sharing of reading experiences from ordinary users have become important references for many netizens when choosing and purchasing books.” At the end of the activity , The relevant person in charge of Douyin said that in the future, the platform will further cooperate with high-quality reading content creators and publishing houses to continuously improve the reading ecology and help readers embrace new and good books.
Source: Comprehensive Financial Network, Fast Technology
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