On September 24, toutiao.com, Douyin (Chinese version of TikTok) and Xigua Video (a short video platform), all owned by the social media giant ByteDance, released big data for their first cooperation season (from November 17, 2018 to June 14, 2019).
According to the statistics, the short videos on the three platforms were played a total of 21.17 billion times, and the total number of comments reached 42.55 million.
Users aged 18-23 are the most interested in the NBA, followed by the 24-30 age group. These people were born after 1990, as the NBA entered China and increased its influence year by year. Males are 9 times as interested in the NBA than females according to the data.
Toutiao.com and Douyin differ in terms of the cities where the NBA is most popular. On toutiao.com, the top three cities are Beijing, Shanghai and Shenzhen; on Douyin, it’s Beijing, Guangzhou and Hangzhou. Guangdong province has three cities (Guangzhou, Shenzhen and Dongguan) in the top 10 both on toutiao.com and Douyin.
Toutiao.com users are most interested in the Houston Rockets, while Douyin users are most interested in the Golden State Warriors. The three most favorite players on toutiao.com are James Harden, Kevin Durant, and LeBron James, while the three most favorite players on Douyin are LeBron James, Kobe Bryant and Stephen Curry.
During the 2018-19 season, over 18.79 million pieces of NBA-related content were created on toutiao.com.
In the playoffs, three Warriors games attracted the most attention, which were Game 5 and Game 6 against the Toronto Raptors and Game 5 against the Houston Rockets.
Proofread by Raymond Fitzpatrick