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.