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100 80 60 40 20 0 73.4 72.1 61 57.7 50.9 48.6 49 49.1 49.9 50.4 2012 2013 2014 2015 2016 2017* 2018* 2021* Others Revenue from advertisement Revenue from paid content 2019* 2020* Revenue from copyright distribution Figure 7: Revenue distribution in the online video industry in China up to 202119 Micro company trend – Douyin On the other hand, we identified five parameters that are key to Douyin’s in-feed ad revenue, which makes up a substantial amount of the company’s total revenue. 1. Daily active user (DAU) 2. Daily active usage per user 3. Number of video clips per minute 4. In-feed ad load 5. Promotionfactor We examined these parameters separately carefully on the its possible variations in future and its impact on Douyin’s revenue growth. 19 Source: Statista - 36 - Revenue Distribution [%]PDF Image | Analysis of ByteDance with a close look on Douyin TikTok
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