Xigua Video

Xigua Video (Chinese: 西瓜视频; pinyin: Xīguā Shìpín) is a Chinese online video-sharing platform owned by ByteDance.[1][2][3] Originally serving primarily as a sharing platform for Toutiao's user-created short videos, Xigua now also produces film and television content. As of June 2020, the platform has 131 million monthly active users.[4][5]

Xigua Video 西瓜视频
Other namesToutiao Video (original name)
Developer(s)ByteDance
Initial releaseMay 2016 (2016-05)
Operating systemiOS, Android
TypeVideo sharing
LicenseProprietary
Websitewww.ixigua.com

History

Xigua Video was initially launched as Toutiao Video in May 2016.[6]

On June 8, 2017, Toutiao Video officially changed its name to Xigua Video and redesigned its logo.[7] The name "Xigua" means "watermelon" and refers to the Chinese concept of "watermelon-eating crowd" (吃瓜群众; chīguā qúnzhòng; 'eat melon group congregation'), meaning "onlookers who just casually enjoy their melons and watch events unfold without wanting to get involved."[3]

On November 25, 2017, Xigua Video established a co-production fund to encourage content creation with an amount of RMB 2 billion.[8]

In January 2018, Xigua Live went online. In the same month, Xigua Video launched the first season of online live quiz show Millionaire Heroes.[9]

In September 2018, Xigua Video announced plans to develop film and television drama segments.[2]

On October 20, 2020, the platform announced at an annual conference that it would invest at least RMB 2 billion to incentivize creators of "middle-form" videos in the coming year.[4]

Partnerships

In April 2020, Xigua Video announced a content cooperation deal with BBC Studios to jointly produce two documentaries, Hubble: The Wonders of Space Revealed and Primates, and show other BBC Studios content on Xigua.[1] The platform also partnered with the Discovery Channel to air documentaries such as Man vs. Wild and Life After Chernobyl.[10]

In April 2020, Moonbug Entertainment, a London-based company, announced a partnership with Xigua Video, making content from the Little Baby Bum brand available on the platform in both English and Mandarin.[11]

References
  1. Frater, Patrick (April 23, 2020). "BBC Studios Sets Content Deal With China's Xigua Video". Variety.
  2. Yang, Yingzhi (September 15, 2018). "ByteDance to enter China's long-form streaming video market, challenging iQiyi, Tencent Video". South China Morning Post.
  3. Canaves, Sky (October 1, 2019). "Understanding China's Video Streaming Services". China Film Insider.
  4. Chen, Wency (October 21, 2020). "ByteDance's Xigua Video pivots to 'middle video,' incentivizing creators with USD 300 million". KrASIA.
  5. Chan, James (July 8, 2020). "ByteDance vs Bilibili: Is there a Chinese alternative to YouTube?". KrASIA.
  6. Chen, Wency (April 1, 2020). "The top Chinese short-video apps in 2020 vying to grab your attention with fast content". KrASIA.
  7. 西瓜视频举办首届西瓜PLAY视频嘉年华，揭示2018短视频行业新风向. NetEase (in Chinese). November 21, 2017.
  8. Zhang, Xia (November 27, 2017). "Xigua Video Plans to Set Aside USD300 Million to Attract Producers, Encourage Content Creation". Yicai Global.
  9. Millward, Steven (January 17, 2018). "In China, millions are tuning into an online game show in the hope of winning money". Tech in Asia.
  10. Zhou, Xiaobai (April 22, 2020). 西瓜视频与BBC、Discovery达成内容合作 独家播出纪录片《哈勃三十年》. TechWeb (in Chinese).
  11. Weiss, Geoff (April 22, 2020). "Kids' Content Giant Moonbug Enters China In Deal With Bytedance-Owned Xigua Video". TubeFilter.
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