One of the advantages is that it allows a greater variety of contents
Longer videos for Kuaishou, the short video app supported by Tencent. The video application, in fact, is testing a function that will allow to bring, initially only for some users, the total duration of the videos from the current 57 seconds to a maximum duration of 10 minutes.
The Kuaishou decision is unique considering that, like TikTok, Kuaishou formed what became known as the genre of apps for short videos. But Kuaishou is not the only one. Recently, in fact, there has been a move by most of the major short video apps to allow even longer video content.
The purpose of a longer duration of videos is to allow a greater panorama of video genres. With longer videos, you can think of vlogs and mini-dramas, a form of video entertainment that is increasingly popular in China.
Kuaishou has not officially released the monthly number of active users
Another purpose of adding longer videos is to attract a wider audience, for example by stealing some from video streaming sites like Alibaba’s iQiyi from Baidu, Tencent Video and Youku, which have 543 million, 540 million respectively. 413 million monthly users.
Kuaishou has not officially released the monthly number of active users, but stated that its daily active users have exceeded 200 million. Larger audiences and longer video playback times can help Kuaishou achieve its sales target of RMB 15 billion ($ 2.18 billion) for 2019.
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