The growth in numbers
Tencent's Chinese short-film mini-program, known as Lüpaopao Duanju, has crossed the one million monthly active users threshold. According to QuestMobile data reported by IT之家, in August the platform had 1.43 million monthly active users. In the first week of October, weekly active users reached 8.968 million, up 44.1% compared with the first week of September.
The figure marks an acceleration compared with the growth path that began after the official name change in July. In about three months, according to the source, the weekly user base approached 9 million users.
Investment and distribution
The expansion of the user base is accompanied by an increase in promotional spending. DataEye data reported by the source indicate that between October 1 and 7, 43,000 advertising materials were distributed, with an average daily increase of 57% compared with the previous week.
According to the source's reconstruction, growth is tied to two factors: replacing access to the previous short-film mini-program and support from WeChat ecosystem traffic. In this context, the video channel is cited in particular, indicated as having 600 million daily active users. The content offering has been expanded to include live-action fiction, productions made with artificial intelligence, and animated series.
How the service works
The mini-program is divided into three areas: a free theater, a scrolling feed, and a personal section. The free theater gathers categories such as AI productions, live-action fiction, daily new releases, animation, and most-watched titles. The scrolling feed offers a sequence of content in an immersive style. Viewing is free, but advertisements are inserted between episodes.
Some aspects remain to be clarified: the source does not specify how active users are measured, whether the data are independently verified, or what the actual advertising impact is. The figures should therefore be attributed to the cited measurements, not to official confirmation from Tencent.
