QuestMobile disclosed a set of data in the "Revelation of China's Mobile Internet Development": As of September 2021, the total number of telemarketing list Internet users in China reached 1.167 billion, an increase of only 14 million year-on-year. This situation does not seem to be surprising. After many rounds of penetration, such as live broadcast, short video, and sinking market, the Internet has dug up almost all the new traffic, and the increase of 14 million is already a good result. . After all, after excluding people under the age group of primary school students, the scale of domestic netizens has exceeded the population of school age, and the complete exhaustion of traffic dividends has long been an established fact.
How to find incremental opportunities in the stock era can be said to be a universal topic applicable to all walks of life. QuestMobile turned its telemarketing list attention to information services, and the results exceeded many people's expectations: As a representative product of the algorithm genre, Toutiao still leads the market in terms of monthly active users, but the user time is already lower than the level at the end of 2019; Tencent News, which is backed by the traffic giant, has experienced weak growth in user scale and user stickiness. There was even a terrible negative growth in early 2021; on the contrary, NetEase News and Sina News both handed over a transcript of rapid growth. Behind the seemingly unusual phenomenon, there is precisely the underlying law of the information industry, which reflects the survival philosophy of natural selection in the stock era.
Re-understanding "content is king" In the current Internet context, information services are not an attractive track. The rapid rise of short video telemarketing list platforms has directly impacted the inherent user habits of information services. According to QuestMobile's research data, 70% of users have become accustomed to obtaining social and entertainment information through short video platforms, especially young users under the age of 30, who are increasingly dependent on short video platforms. Changes in user behavior have further affected the attitude of content producers, and even major current political information media have also entered short video platforms one after another.