中國(guó)視頻直播軟件斗魚douyu用戶市場(chǎng)調(diào)研和分析報(bào)告（英文版）-2024年1月上傳培訓(xùn)課件

CONSUMERS

&

BRANDSVideo

live

streaming

services:Douyu

followers

in

ChinaConsumer

InsightsSeptember

2023Consumer

Insights

Global

surveyIntroductionReportoverviewGlobal

survey

methodology

(1)Design:

OnlineSurvey,

split

questionnaire

designThis

report

offers

the

reader

acomprehensiveoverview

ofDouyu

followers

in

China:

who

they

are;what

they

like;

what

they

think;

and

how

to

reachthem.

It

provides

insights

ontheir

demographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

of

eachcountry

withAmerican

English

offered

as

an

alternativeAdditionally,

the

report

allows

the

reader

toRegion:

56

countriesbenchmark

Douyu

followers

in

China

(’’brand

users’’)against

Chinese

video

live

streaming

siteusers

ingeneral

(’’category

users’’),

and

the

overall

Chineseonliner,

labelled

as

’’all

respondents’’

in

the

charts.Number

of

respondents:?

12,000+

forcountries

withthe

extended

survey(including

China)?

2,000+

for

the

basic

surveyThe

report

is

updated

quarterly

and

isbasedondataSample:

Internet

users,

aged

18

–64,

quotas

set

ongender

and

agefrom

theConsumer

Insights

Global

survey,

aninternational

survey

that

covers

more

than

15,000brands

across

56

countries.Fieldwork:?

Continuous

from

January

to

December?

Countries

that

receivethe

extended

survey

areupdated

fourtimes

ayear2Notes:(1):

See

the

fullmethodology

for

a

detailed

overviewof

the

study

designConsumer

Insights

Global

as

of

September

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsDouyu

ranks

third

among

video

live

streaming

services

in

ChinaManagement

summary:

brand

usageand

competitionTop

10

most

used

video

live

streaming

services

in

ChinabilibiliHuya69%44%Douyu40%YY

Live22%Inke18%17%QQ

egameChushouLongzhuQQ

nowTrovo

Live11%10%10%5%4Notes:"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=1718,video

live

streamingsiteusersConsumer

Insights

Global

as

of

September

2023Sources:Douyu

followers

in

ChinaManagement

summary:

key

insightsDemographic

profileConsumer

lifestyleConsumer

attitudesMarketing

touchpointsDouyu

is

more

popular

amongMillennials

than

other

video

livestreaming

services.Career

advancement

is

an

importantaspect

oflife

for40%

ofDouyufollowers.Itstands

out

that

48%

ofDouyufollowers

bought

products

becausecelebrities

or

influencers

advertisedthem.Douyu

followers

access

the

internet

viaasmart

speaker

more

often

than

theaverage

video

live

streaming

siteuser.53%

ofDouyu

followers

are

male.Gaming

and

eSports

are

relativelyprevalent

interests

ofDouyu

followers.On

social

media,

Douyu

followersinteract

withcompanies

more

oftenthan

other

videolive

streaming

siteusers.36%

ofDouyu

followers

are

innovatorsor

early

adopters

ofnew

products.Douyu

has

alarger

shareoffollowerswithahighincomethan

other

video

live

Videogaming

is

arelativelypopularstreaming

services.hobby

among

Douyu

followers.A

relatively

highshareof

Douyufollowers

think

that

housingis

anissuethat

needs

to

be

addressed.Douyu

followers

remember

hearing

adsonmusic

portals

and

streaming

servicesmore

often

than

other

videolivestreaming

siteusers.Douyu

followers

are

more

likelyto

livein

megacities

than

video

live

streamingsiteusers

in

general.5Sources:Consumer

Insights

Global

as

of

September

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Type

ofcommunity?

LGBTQ+Douyu

is

more

popular

among

Millennials

than

other

video

live

streamingservicesDemographic

profile:

generationsAge

of

consumers

in

ChinaBrand

users22%22%22%55%20%2%3%Category

usersAll

respondents48%26%43%29%6%Generation

ZMillennialsGeneration

XBabyBoomers7Notes:’’How

old

are

you?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=689,Douyu

followers,n=1718,video

livestreamingsite

users,n=24522,allrespondentsSources:Consumer

Insights

Global

as

of

September

202353%

of

Douyu

followers

are

maleDemographic

profile:

genderGender

of

consumers

in

ChinaBrand

users53%47%Category

usersAll

respondents51%49%51%49%MaleFemale8Notes:’’What

is

your

gender?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";MultiPick;

Base:

n=689,Douyu

followers,n=1718,video

live

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

of

September

2023Sources:A

relatively

high

share

of

Douyu

followers

havea

college

degreeDemographic

profile:

educationConsumer’s

level

of

education

in

China57%56%53%20%17%14%12%12%12%11%11%7%5%4%3%2%

2%1%1%0%

0%Noformaleducation

/primary

schoolLower

secondary

Upper

secondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAll

respondents9Notes:’’What

is

the

highest

levelof

education

you

have

completed?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=689,Douyu

followers,n=1718,videolive

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

of

September

2023Sources:Douyuhas

a

larger

share

of

followers

with

a

high

income

than

other

video

livestreaming

servicesDemographic

profile:

incomeShare

of

consumers

in

China

in

the

high,

middle,

and

low

thirds

of

monthly

household

gross

incomeBrand

users50%28%22%Category

usersAll

respondents42%29%29%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

to

only

include

respondentsthat

provide

incomeinformation,recode

based

on

’’Monthly/annualhousehold

income

(local

currency)’’;

Single

Pick;"Which

websites

or

apps

have

you

used

in

the

past

12

months

towatch

video

livestreams?";

Multi

Pick;Base:

n=689,Douyu

followers,n=1718,video

livestreamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

2023Compared

to

other

video

live

streaming

site

users,

Douyu

followers

are

relativelylikely

to

live

in

a

nuclear

familyDemographic

profile:

householdclassificationType

of

households

in

which

consumers

in

China

live58%52%48%16%15%14%13%13%10%9%9%8%7%

7%

7%4%3%3%2%

3%1%Single

householdCouplehouseholdSingle

parenthouseholdPartnersand

childrenMulti-generationalfamilyTwo

or

morerelated

adults

householdtypesOtherBrand

usersCategory

usersAll

respondents11

Notes:Sources:Typology

based

on

’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of

14

in

household’’;

Single

Pick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=689,Douyu

followers,n=1718,video

live

streamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

ofSeptember

2023Douyu

followers

are

more

likely

to

live

in

megacities

than

video

live

streamingsite

users

in

generalDemographic

profile:

type

ofcommunityCommunities

where

consumers

live

in

China57%52%45%26%22%19%15%

14%

15%City

withover

17%6%5%5%3%

3%2%

2%

2%Rural

communitySmall

townMedium-sized

townLarge

cityMegacity

withover

5millioninhabitants

millioninhabitantsBrand

usersCategory

usersAll

respondents12

Notes:Sources:’’In

what

type

of

community

do

you

live?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=689,Douyu

followers,n=1718,video

live

streamingsiteusers,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

20235%

of

Douyu

followers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

status

of

consumers

in

ChinaBrand

users5%6%92%89%3%Category

users5%All

respondents

5%88%7%YesNoWouldrather

notsay13

Notes:Sources:’’Do

you

consider

yourself

part

of

the

LGBTQ+

community?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;Base:

n=689,Douyu

followers,n=1718,videolive

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

ofSeptember

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Maininterests?

Hobbies

&

leisure

activities?

Sports

activities?

Sports

followedCareer

advancement

is

an

important

aspect

of

life

for

40%

of

Douyu

followersConsumer

lifestyle:

life

valuesMost

important

aspects

of

life

forconsumers

in

China43%43%41%40%

38%36%37%36%37%38%37%34%35%34%33%28%27%28%27%29%25%28%27%22%25%24%22%10%9%8%Safety

andsecurityAdvancingmycareerA

happyrelationshipAn

honestandrespectable

life

owndecisionsMaking

myHaving

agoodtimeLearningnew

thingsTo

besuccessful

Social

justiceTraditionsBrand

usersCategory

usersAll

respondents15

Notes:Sources:’’Out

of

the

followinglist,which

are

the

3

mostimportant

aspects

to

you

in

life?

Please

choose

exactly

3.’’;

MultiPick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;Base:

n=689,Douyu

followers,n=1718,video

live

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

ofSeptember

2023Gaming

and

eSports

are

relatively

prevalent

interests

of

Douyu

followersConsumer

lifestyle:

maininterestsTop

10

interests

of

Douyu

followers

in

China48%48%46%45%40%44%39%43%41%38%37%32%38%37%33%32%31%31%30%30%28%25%28%28%24%26%24%21%20%18%Health

&fitnessMovies,TV

shows&musicFood

&diningTravelSportsScience&technologyVehicles

&mobilityGaming

&eSportsFinance&economyFashion&beautyBrand

usersCategory

usersAll

respondents16

Notes:Sources:’’What

topics

are

you

personally

interested

in?’’;

MultiPick;"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=689,Douyu

followers,n=1718,video

live

streamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

2023Video

gaming

is

a

relatively

popular

hobby

among

Douyu

followersConsumer

lifestyle:

hobbies

&leisureactivitiesTop

10

hobbies

and

leisure

activities

of

Douyu

followers

in

China52%49%47%45%39%42%41%35%41%41%39%34%31%29%33%30%31%31%31%30%28%26%23%28%27%25%24%22%19%23%OutdooractivitiesDoing

sportsand

fitnessTravelingVideogamingSocializingCooking/

bakingCars

/vehiclesReadingTech/computersPhotographyBrand

usersCategory

usersAll

respondents17

Notes:Sources:’’What

are

your

personal

hobbies

and

activities?’’;

MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=689,Douyu

followers,n=1718,video

live

streamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

2023Douyu

followers

are

more

likely

to

play

basketball

than

other

video

livestreaming

site

usersConsumer

lifestyle:

sports

activitiesTop

10

sports

activities

of

Douyu

followers

in

China36%34%32%28%28%27%27%26%25%20%24%23%23%20%23%23%19%20%20%16%16%16%12%10%13%13%11%11%9%8%BadmintonBasketballRunning/

JoggingCyclingFitness,aerobics,cardioHikingTableTennisSoccerSwimming/

DivingDancingBrand

usersCategory

usersAll

respondents18

Notes:Sources:’’Which

of

these

sports

or

activitiesdo

you

do

at

least

occasionally?’’;

MultiPick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=436,Douyu

followers,n=1014,video

live

streamingsite

users,n=12877,allrespondentsConsumer

Insights

Global

as

of

September

2023Douyu

followers

are

more

likely

to

follow

basketball

than

the

average

onlinerConsumer

lifestyle:

sports

followedTop

10

sports

followed

by

Douyu

followers

in

China25%21%20%17%17%16%14%13%12%13%12%11%10%10%10%10%10%9%9%8%8%8%7%7%7%6%6%6%6%5%BasketballSoccerTabletennisAthletics(track

&field)TennisSwimming/

divingCyclingMotorsportsGymnasticsVolleyballBrand

usersCategory

usersAll

respondents19

Notes:Sources:’’In

which

of

these

sports

do

you

follow

competitions,leagues

or

teams?’’;

MultiPick;

"Which

websites

or

apps

have

you

usedin

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=262,Douyu

followers,n=563,video

live

streamingsiteusers,n=6479,all

respondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

04Consumer

attitudes?

Attitudes

towards

online

advertising?

Innovation

adoption?

Challenges

facing

the

country?

Politics20It

stands

out

that

48%

of

Douyu

followers

bought

products

because

celebritiesor

influencers

advertised

themConsumer

attitudes:

marketing

&

social

mediaAgreement

with

statements

towards

marketing

&

social

media

in

China48%48%43%42%41%36%32%30%29%28%21%20%16%14%

14%Idon’t

mindadvertising

if

Igetfree

content

in

returnIhave

bought

products

Iusead

blockers

whenIdon’t

mindwhencompanies

usemypersonal

datafor

advertisingIoften

have

difficultydistinguishingadvertising

from

contentbecausecelebrities

orinfluencers

advertisedthembrowsing

the

internetBrand

usersCategory

usersAll

respondents21

Notes:Sources:’’Which

of

these

statements

apply

to

you?’’;

MultiPick;"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watchvideo

livestreams?";

MultiPick;

Base:

n=689,Douyu

followers,n=1718,video

live

streamingsiteusers,n=4080,all

respondentsConsumer

Insights

Global

as

of

September

202336%

of

Douyu

followers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:

innovationadoptionInnovation

adopter

types

based

on

statementstowards

innovation

by

consumers

in

China48%47%43%33%27%23%16%13%12%11%10%10%3%2%2%InnovatorsEarlyadoptersBrand

usersEarlymajorityCategory

usersLate

majorityAll

respondentsLaggards22

Notes:Sources:Recode

based

on

’’Which

of

these

statements

regardingtechnology

apply

to

you?’’;

MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=689,Douyufollowers,n=1718,video

live

streamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

2023A

relatively

high

share

of

Douyu

followers

think

that

housing

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:

challenges

facingthe

countryThe

10

most

important

issues

facing

China

according

toDouyu

followers36%36%35%32%35%31%31%31%32%

31%28%31%28%30%29%29%29%28%27%23%23%25%25%25%24%22%22%21%21%19%EnvironmentHealth

andsocial

securityEconomicsituationEducationRising

prices/

inflation/HousingFood

andwater

securityUnifyingthe

countryClimate

change

Unemploymentcost

oflivingBrand

usersCategory

usersAll

respondents23

Notes:Sources:’’What

do

you

personally

think

are

the

mostimportant

issues

in

your

country

of

residence

that

need

to

beaddressed?’’;Multi

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";Multi

Pick;

Base:

n=689,Douyu

followers,n=1718,video

livestreamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

2023Many

Douyu

followers

have

centrist

political

viewsConsumer

attitudes:

politicsPolitical

attitudes

of

consumers

in

ChinaBrand

users19%21%21%49%47%45%24%8%Category

usersAll

respondents22%10%22%12%LeftCenterRightPrefer

not

to

answer24

Notes:Sources:Recode

based

on

’’Many

people

use

the

terms

’left’

and

’right’

when

they

want

to

describe

politicalviews.

Where

would

you

place

yourself

on

a

scale

from

left

to

right?’’;

Single

Pick;

"Which

websites

or

apps

have

you

used

inthe

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=689,Douyu

followers,n=1718,video

live

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

of

September

2023CHAPTER

05Marketing

touchpoints?

Internet

usage

by

device?

Social

mediausage?

Media

usage

by

channel?

Digital

advertising

touchpoints?

Non-digital

advertising

touchpointsDouyu

followers

access

the

internet

via

a

smart

speaker

more

often

than

theaverage

video

live

streaming

site

userMarketing

touchpoints:

internet

usage

by

deviceDevices

consumers

in

China

use

regularly

toaccess

the

internet95%94%

94%79%71%69%67%65%63%58%57%56%54%53%51%50%43%39%34%35%31%29%25%24%23%19%17%SmartphoneLaptopTabletDesktop

PCBrand

usersSmart

TVSmartwatchSmart

speakersGaming

console

Streaming

deviceCategory

usersAll

respondents26

Notes:Sources:’’Which

of

these

devices

do

you

regularly

use

with

an

internetconnection?’’;

MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=689,Douyu

followers,n=1718,video

live

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

ofSeptember

2023On

social

media,

Douyu

followers

interact

with

companies

more

often

thanother

video

live

streaming

site

usersMarketing

touchpoints:

social

media

usageSocial

media

activities

in

China

by

type54%52%45%52%51%46%46%41%46%39%

39%44%44%39%45%38%43%36%40%40%32%35%34%30%27%32%31%25%23%28%4%2%2%1%1%0%Postedpictures/

videosLiked

posts

CommentedFollowedpeopleSent

private

Posted

textsLikedcompanypostsSharedposts

byother

usersFollowedcompaniesSharedcompanypostsIhave

only

Ihaven’t

usedusedsocial

social

mediamediaby

otherusersonpostsmessages/

statusupdatespassivelyBrand

usersCategory

usersAll

respondents27

Notes:Sources:’’Which

of

these

things

have

you

doneon

social

media

in

the

past

4

weeks?’’;

MultiPick;"Which

websitesor

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:n=689,Douyu

followers,n=1718,video

live

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

of

September

2023Douyu

followers

tend

to

listen

to

podcasts

more

often

than

video

live

streamingsite

users

in

generalMarketing

touchpoints:

mediausageby

channelType

of

media

consumers

in

China

have

been

using

in

the

past

4

weeks81%74%74%

71%73%65%67%62%68%60%52%48%47%38%43%38%35%40%30%38%38%29%32%30%36%33%29%26%27%25%17%

13%12%Movies

/cinemaDigital

videocontentTVDigital

musiccontentOnlinemagazinesOnlinenewswebsitesPodcastsMagazinesDailynewspapersRadioWeeklynewspapersBrand

usersCategory

usersAll

respondents28

Notes:Sources:’’What

kind

of

media

have

you

used

in

the

past

4

weeks?’’;

Multi

Pick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;Base:

n=689,Douyu

followers,n=1718,video

livestreamingsite

users,n=12469,allrespondentsConsumer

Insights

Global

as

of

September

2023Douyu

followers

remember

hearing

ads

on

music

portals

andstreamingservices

more

often

than

other

video

live

streaming

site

usersMarketing

touchpoints:

digital

advertising

touchpointsTop

10

places

where

Douyu

followers

in

China

have

come

across

digital

advertising

in

the

past

4

weeks43%43%42%39%39%36%34%38%37%36%32%35%35%34%33%33%32%30%30%30%28%27%24%25%24%24%23%22%21%20%Search

engines

VideoportalsVideogamesOnlinestoresSocial

media

Videostreaming

Music

portalsservicesWebsitesand

appsofbrandsBlogs/forumsEditorialwebsitesand

appsBrand

usersCategory

usersAll

respondents29

Notes:Sources:’’Where

have

you

come

across

digital

advertisements

in

the

past4

weeks?’’;

MultiPick;

"Which

websites

or

apps

have

you

usedin

the

past

12

months

to

watch

video

livestreams?";

MultiPick;

Base:

n=689,Douyu

followers,n=1718,video

live

streamingsite

users,n=24522,allrespondentsConsumer

Insights

Global

as

of

September

202355%

of

Douyu

followers

remember

ads

they

saw

on

TVMarketing

touchpoints:

non-digital

advertising

touchpointsPlaces

where

consumers

in

China

have

come

across

non-digital

advertising

in

the

past

4

weeks55%51%49%49%49%43%42%41%40%38%34%35%31%27%26%24%24%23%21%21%

21%20%19%

19%On

TVAt

the

movies

On

advertisingDirectlyinthe

storeBymailshot

/advertisingmailInprinteddailynewspapersInprintedmagazinesand

journalsOn

theradio/cinemaspacesonthe

goBrand

usersCategory

usersAll

respondents30

Notes:Sources:’’Where

have

you

come

across

non-digital

advertisements

in

the

past4

weeks?’’;MultiPick;

"Which

websites

or

apps

have

you

used

in

the

past

12

months

to

watch

video

livestreams?";

Multi

Pick;

Base:

n=689,Douyufollowers,n=1718,video

live

streamingsite

users,n=24522,all

respondentsConsumer

Insights

Global

as

of

September

2023CONSUMER

INSIGHTSUnderstand

what

drivesconsumersGain

a

better

understanding

ofc