Recently, QuestMobile, a third-party research institution, released the semi annual report of China Mobile Internet in 2024. Data shows that China's mobile Internet online entertainment demand is strong, and most scenes maintain a growth trend. Short video, mobile games, and online video are the digital entertainment fields where the user duration is mainly concentrated. Among them, the monthly active users of short videos have reached 989 million. In addition, as of June, the number of mobile Internet monthly active users reached 1.235 billion, up 1.8% year on year. In the first half of the year, new users mainly came from first tier cities, and the proportion of first tier users increased to 9.3%. Micro dramas have become one of the important forms of entertainment for users. Data shows that the user penetration rate of micro drama content on short video platforms exceeds 60%, with nearly 30% of users being deep viewers. The number of users reached 474 million and 259 million respectively for the content of micro skits on Tiktok and Kwai platforms. On Tiktok and Kwai platforms, the proportion of male users decreased by 3.6% and 3.4% respectively year on year, while the proportion of female users reached 52.8% and 48% respectively. Users under the age of 24 are the user groups with the largest proportion of Tiktok and Kwai platforms, 22.7% and 23.3% respectively. Among Tiktok platforms, users from third tier cities accounted for 25.8%, while Kwai platforms were dominated by users from second tier cities, accounting for 23.5%. Short video platforms and micro dramas continue to be popular. According to QuestMobile's statistics, the popular content elements of micro dramas on major platforms are relatively similar, with elements such as domineering CEO, rebirth, family affection, and cute children being frequently mentioned. Short dramas are also a visual representation of the previous online "cool articles". According to the "Research Report on China's Micro Drama Market in 2023-2024", the market size of micro dramas in China has climbed to 37.39 billion yuan in 2023, an increase of 267.65% compared to the previous year, and is expected to exceed the 100 billion yuan mark by 2027. According to the "Research Report on the Development of Online Audiovisual Communication in China (2024)", 39.9% of users frequently watch micro dramas, and 31.9% of users have paid for the content of micro dramas. It is worth mentioning that the governance of short videos and micro dramas continues to be promoted. The State Administration of Radio, Film and Television recently launched a special governance to further strengthen standardized management, protect the legitimate rights and interests of consumers, and promote the healthy and orderly development of the industry in response to the problems of high fees, opacity, induced payment, and difficulties in safeguarding rights in the charging of micro dramas. In addition, relevant national departments have also issued corresponding documents for the creation, production, and content review of micro dramas, continuously increasing management efforts and refining management measures. According to this report, the AIGC industry has grown rapidly and become an important part of the growth of the Internet market. Data shows that in June 2024, the AIGC APP industry had a monthly active user base of 61.7 million, a year-on-year increase of 653.3%. The short video industry has concentrated traffic, and upgrading AI creation functions will attract more users to participate and promote further development of the industry. (New Society)