In October 2020, Ren Lifeng, head of product of Xigua Video, explained the concept of "Medium-Length Video" publicly for the first time, namely, videos ranging from 1-30 minute. However, as creators enter the Chinese market, urgent issues such as localizing contents and attracting targeted viewers have become rising issues that need to be addressed for them. This prospect is promising for many international YouTubers. For example, YouTubers Dallmyd (represented by Night Media) and Colin Furze (represented by The Soho Agency), who have over 10,000,000 subscribers each on YouTube, recently created their account exclusively on the Chinese leading video platform Xigua Video earlier this year.Īccording to the Career Development Report for Medium-Length Video Creators, middle video subscribers reached 605 million over the past year, accounting for 64% of all Chinese internet users. In recent years, YouTubers' presence in the Chinese market has increased drastically as many creators chose to add Xigua Video as a new advancing platform in China.
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