ByteDance Explores Content Paywall Feature for Douyin, TikTok's Sister App
ByteDance, the parent company of TikTok, is reportedly testing a paywall feature for content creators on its Chinese short video platform, Douyin.
According to an anonymous source familiar with the matter, ByteDance has started allowing select content creators with over 100,000 followers to put a portion of their videos behind a paywall on Douyin.
Users would then need to pay to access the full videos. The introduction of this paywall is part of ByteDance's ongoing efforts to monetise Douyin, which boasts over 800 million users.
While ByteDance has not officially commented on the matter, Chinese media outlets have reported on the new feature. Screenshots shared by Sina, a local media outlet, show a notification window on Douyin informing content creators that ByteDance is entitled to a 30% commission on their earnings. The reports also suggest that content creators have the freedom to set their own prices for their videos without interference from ByteDance.
It is important to note that the information provided by Chinese media outlets has not been independently verified by Reuters. However, if accurate, this paywall feature could provide content creators on Douyin with a new revenue stream and further incentivise the production of high-quality content.
Douyin has been a testing ground for various monetisation strategies, with many successful features eventually making their way to TikTok. As ByteDance continues to explore different avenues for generating revenue, the introduction of a paywall on Douyin could potentially pave the way for similar features on TikTok in the future.
ByteDance is reportedly testing a paywall feature for content creators on Douyin, its Chinese short video platform.
Select content creators with over 100,000 followers are being allowed to put part of their videos behind a paywall.
Users would need to pay to access the full videos.