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As discussed, we broke down Douyin’s revenue stream to three main components: initial app-opening ad, in-feed ad, and campaigns. Calculations of each component along with the totaled sum are shown below in Table 3. Table 3: Values of key parameters for ad and campaign revenue Daily Active User (DAU) [mn] 150 Average Daily Usage Per User [min] 60 Number of video clips per minute 4 2.4%15 Cost per time (CPT) [mn, CNY] 2.8 Number of campaigns 50 Cost per campaign [mn, CNY] 2.4 To make sense of the values given in Table 3, certain assumptions and explanations are made: 1. DAUisestimatedat150million.Accordingtothird-partydatafromQuestMobile,theaverage DAU of Douyin in 2018 is calculated to be 137 million (QuestMobile, 2019). 2. Average usage per day per user is estimated to be 60 minutes. According to third-party statistics, the average usage of Douyin per day per user in 2018 averaged 52 minutes (Iqbal, 2019). 15 Rounded value. Data Value In-feed ad load Cost per view (CPM/1000) [CNY] 0.24 Promotion factor for CPM 0.25 Number of days in a year 365 Estimated In-feed Ad Revenue [mn, CNY] 18,771 Estimated Initial App-opening Ad Revenue [mn, CNY] 1,022 Estimated Campaign Revenue [mn, CNY] 120 Estimated Total Revenue [mn, CNY] 19,913 - 32 -PDF Image | Analysis of ByteDance with a close look on Douyin TikTok
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