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500 450 400 350 300 250 200 150 100 50 0 200% 150% 100% 50% 0% -50% MAU [mn] DAU [mn] Figure 10: Development of monthly and daily active user of Douyin in China, 2017 – 2019, in millions22 To give more context about the industry, we looked at the user development of Weibo and Facebook. We chose these two companies as they are both one of the social media giants – Weibo provides insight of the Chinese market whereas Facebook reflects the trend overseas. Figure 11 and Figure 12 show the user development of Weibo and Facebook since they went public in 2014 and 2010, respectively. We can see that both Weibo and Facebook have been experiencing a rather steady growth of MAU over the years. The growth rate fluctuates in a very similar range of Douyin. In 2018, Weibo’s MAU growth rate averaged around 5%. For Facebook, the trend is more obvious, as the data available for Facebook’s user development spans a longer time horizon. We see that the growth rate of MAU has significantly lowered since 2014. Over the past four years, Facebook’s MAU growth rate has fluctuated with the range of 2% to 5%. This reinforced our assumption that the rapid growth phase is over, Douyin has reached a rather mature stage in its user development. 22 Source: QuestMobile, retrieved from https://www.questmobile.com.cn/research/report-new/58, http://www.sohu.com/a/298518542_100005778 - 39 - 01.2017 02.2017 03.2017 04.2017 05.2017 06.2017 07.2017 08.2017 09.2017 10.2017 11.2017 12.2017 01.2018 02.2018 03.2018 04.2018 05.2018 06.2018 07.2018 08.2018 09.2018 10.2018 11.2018 12.2018 01.2019 Number of Active Users [mn] MoM Growth [%]PDF Image | Analysis of ByteDance with a close look on Douyin TikTok
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