Short Video 2.0: Beyond Douyin, New Entrants Redefine Content
Startups experiment with niche platforms for education, shopping, and professional use.
✍️ By Dr. Alan Hughes | Telecoms & Space Policy Analyst
Douyin, China’s version of TikTok, remains the undisputed leader in short video, but a new wave of startups is reshaping the market with specialized platforms. By 2025, short video in China has moved beyond entertainment into education, commerce, and professional networking.
EdTech startups are launching short video platforms that deliver bite-sized lessons in languages, coding, and finance. E-commerce firms use video-first strategies to drive live shopping, while professional platforms offer career tips and training in quick, shareable clips.
Regulators have encouraged this trend by supporting platforms with “positive social value,” pushing innovation beyond purely entertainment. This diversification reduces market concentration and provides consumers with tailored content ecosystems.
Although Douyin continues to dominate, these niche challengers highlight the next phase of China’s content economy—one defined by specialization rather than one-size-fits-all entertainment.
