Hong Kong – Douyin, the Chinese version of TikTok, demonstrates strong reach and engagement across the Greater Bay Area (GBA), with nearly 90% of residents reporting they watched videos on the platform in the past week, according to a new study by Omnicom Media Group (OMG) Hong Kong on June 2025.
The study found that Douyin is the most-used short-form video platform among GBA residents, followed by Bilibili (69%) and Kuaishou (65%). Douyin also led in viewing time, with 60% of respondents saying they spent the most time on the platform.
OTT and video streaming platforms were found to be highly popular in the region. Among the 12 monitored platforms, half recorded viewership above 30% in the past week, led by Tencent Video (66%), iQIYI (64%), and Youku (50%). Paid subscriptions are also common, with 87% of respondents subscribing to at least one platform and an average of 3.4 paid services per user.
Traditional television remains relevant, with GRT Satellite Channel and CCTV being the most-watched networks among GBA residents, excluding Hong Kong and Macau.
Hong Kong movies and dramas ranked among the top 10 preferred video content types, particularly among Guangzhou residents, women, and middle-aged viewers. They placed sixth overall at 13%, tied with travel content, while Chinese dramas (24%), Chinese movies (22%), and Western movies (17%) topped the list. Douyin and Tencent Video were cited as popular platforms for watching Hong Kong-produced content.
Video viewing is predominantly mobile-driven across all age groups, with the 45–59 demographic showing even higher reliance on mobile devices compared to younger users.
Social media and streaming platforms such as Xiaohongshu and Douyin serve as primary information sources for GBA residents. WeChat Public (公眾號) emerged as the most-used social platform, followed by Xiaohongshu. Beyond entertainment, these platforms are also used for information searches and self-learning.
Meanwhile, traditional media usage—including newspapers, magazines, and radio—remained moderate over the past week. However, digital formats such as online newspapers and magazines were more popular among middle-aged respondents, particularly in Guangzhou and Shenzhen.
The report also noted a growing fusion between traditional and digital media, with brands leveraging O2O integrations, celebrity partnerships, outdoor advertising, and influencer marketing to boost campaign reach across Hong Kong and Guangdong.
According to OMG Hong Kong, the rise of short video has transformed user habits, driving higher engagement and conversion rates as advertisers increasingly shift budgets toward short-form platforms.
The study further highlighted evolving social media behaviours in the AI era, where AI-powered search and social platforms are becoming the top tools for information and purchase decisions. More than 50% of respondents reported using AI search and social tools regularly, with nearly 90% conducting searches within three days and a third doing so daily.
The findings come as the GBA—comprising Guangdong, Hong Kong, and Macau—continues to thrive economically. Its GDP surpassed US$1 trillion in the first half of the year and is projected to reach US$5.8 trillion by 2040, accounting for around 2.3% of global GDP. With growing cross-border mobility and investment interest, the region is expected to emerge as a major economic hub, rivalling the San Francisco and Tokyo Bay areas.
