Chinese video-sharing app Kuaishou files for IPO as new leaders emerge in the industry

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The fickle Chinese consumer has latched onto a set of new preferences for watching videos, a trend investors and media giants are tapping into.

"We believe short video plays Douyin and Kuaishou, since they entered the Live field, have reshaped China's Live landscape causing mounting pressure on the existing plays," Jialong Shi, head of China internet and new media research at Nomura, said in an email last week, referring to the livestreaming sector.

In a sign of the times, BBC Studios announced on Oct. 19 a multi-year strategic cooperation with Bilibili for distribution of shows and films from the British media company, as well as co-production of future content. She noted the app's users are primarily "generation z," or those born roughly in the mid-to-late 1990s to early 2000s. "We do see this group as one of the driving forces for content consumption in China," she said.

Among long-form players, Bilibili was able to make the most significant shift to shorter videos and other popular content, a change which may not be replicable, he said. Zhao added that the major long-form video platforms Youku,Nasdaq-listed Bilibili shares are up more than 140% so far this year; Baidu-owned iQiyi is up about 20%.

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