Survey: Douyin leads GBA media landscape with deep user engagement

Douyin remains the leading viewing platform across all age groups in the Greater Bay Area (GBA), with 60% of residents naming it a top-three platform for time spent, a survey by OMG Hong Kong finds. 

Conducted by OMG Hong Kong, the "GBA survey on media habits" examines the media consumption behaviours of individuals in GBA. The survey was conducted from 6 to 25 June among 517 residents aged between 18 and 59 in nine mainland GBA cities: Guangzhou, Shenzhen, Zhuhai, Foshan, Huizhou, Dongguan, Zhongshan, Jiangmen, and Zhaoqing, excluding Hong Kong and Macau.

The report reveals that Douyin is the leading platform for sharing short videos and the most widely used video-viewing platform among all respondents. Its popularity spans all age groups, particularly among the younger demographic: about 92% of respondents aged 18 to 34 use it, followed by those aged 35 to 44 (88%), and those aged between 45 and 59 (86%)

Beyond reach, Douyin demonstrates profound audience engagement. The report reveals that 60% of GBA residents rank it among their top three platforms for time spent, significantly ahead of competitors such as Tencent Video (23%), GRT Satellite (20%), Bilibili (18%), and CCTV (16%).

In terms of content, Chinese dramas (24%) and films (22%) are the most preferred genres. Hong Kong movies (13%) and dramas (9%) also rank in the top 10, with 72% of residents having viewed Hong Kong content in the past week—a category particularly popular with women and the 45-59 age group, primarily viewed on Tencent Video and GD Jade.

Despite the rise of digital platforms, traditional television remains a key channel. GRT Satellite (70%) and CCTV (67%) recorded high past-seven-day (P7D) viewership, with GD Jade also ranking among the top 10 most-watched channels (39%).

The social media landscape in the GBA is led by WeChat Public (72% P7D usage), followed closely by Xiaohongshu (65%). Usage for both platforms gradually decreases with age, with 75% of those aged between 18 and 34 using it, followed by those aged between 35 and 44 (73%), and those aged between 45 and 59 (68%).

At the same time, Xiaohongshu follows closely in second place, with 65% usage over the past week. Its popularity also trends downward with age: 75% among the 18 to 34 age group, 62% among the 35 to 44 age group, and 57% among the 45 to 59 age group.

Summarising the overall trends, Queenie Pan, China media solutions manager, Omnicom Media Group Hong Kong, said: “There's a clear shift in the Greater Bay Area: users are dedicating more time to watching short videos on social media and moving directly to in-app purchases, creating a closed-loop consumer journey.”

Nicole Cheng, insights director, Omnicom Media Group Hong Kong, said: “The GBA is viewed as a region rich with potential and opportunities, making it crucial to understand its diverse aspects. One key focus is the media habits of GBA residents, which differ from those of Hong Kong residents. This survey not only examines these media habits but also provides strategies for effectively targeting GBA audiences."

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These media habits in the mainland GBA cities contrast sharply with those of new arrivals in Hong Kong. A separate OMG survey found that "New Hongkongers" align more closely with local preferences, favouring streaming services such as Netflix and YouTube. TVB also shows strong penetration (76%) among this group, especially those who speak Cantonese.

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