According to market researcher QuestMobile, as of March, 2022, the daily active users (DAU) of Douyin and Kuaishou reached 296 million and 214 million, respectively. In comparison, Baidu said Wednesday that DAUs of its main short video app Haokan Video was over 30 million, which marks a lukewarm growth from about 22 million in Q1 2022.
As Baidu ces stiff competition from established players Douyin and Kuaishou, the effectiveness of the incentive plan remains to be seen.
May 14 (NBD) — Chinese tech company Baidu (Nasdaq: BIDU) is beefing up investment in the highly competitive live streaming sector to boost its growth in the mobile end.
Photo/Liu Chunshan (NBD)
In the eyes of industry insiders, the more niche focus suits the relative strength of Baidu, Chinas biggest provider of search engine service, as the live streaming sector has been dominated by short video giants like Tencent-backed Kuaishou and ByteDances Douyin, which has developed streaming businesses for years and has accumulated plenty of influential content creators.
The theme of Robins first streaming corresponds with Baidus differentiated strategic focus. According to executive vice president Shen Dou, Baidus streaming service will emphasize on providing information and knowledge, instead of gaming and e-commerce display which are more commonly seen on Chinas live streaming platforms.
At the companys annual mobile ecosystem conference on Wednesday, vice president Ping Xiaoli said Baidu will spend 500 million yuan (70.4 million U.S. dollars) in subsidy, plus exposure support, to discover and foster 1,000 live streaming stars.