Xigua Video 西瓜视频
Other namesToutiao Video (original name)
Initial releaseMay 2016; 7 years ago (2016-05)
Operating systemiOS, Android
TypeVideo sharing

Xigua Video (Chinese: 西瓜视频; pinyin: Xīguā Shìpín) is a Chinese online video-sharing platform owned by ByteDance.[1][2][3] Originally serving primarily as a sharing platform for Toutiao's user-created short videos, Xigua now also produces film and television content. As of June 2020, the platform has 131 million monthly active users.[4][5]


Xigua Video was initially launched as Toutiao Video in May 2016.[6]

On June 8, 2017, Toutiao Video officially changed its name to Xigua Video and redesigned its logo.[7] The name "Xigua" means "watermelon" and refers to the Chinese concept of "watermelon-eating crowd" (吃瓜群众; chīguā qúnzhòng; 'eat melon group congregation'), meaning "onlookers who just casually enjoy their melons and watch events unfold without wanting to get involved."[3]

On November 25, 2017, Xigua Video established a co-production fund to encourage content creation with an amount of RMB 2 billion.[8]

In January 2018, Xigua Live went online. In the same month, Xigua Video launched the first season of online live quiz show Millionaire Heroes.[9]

In September 2018, Xigua Video announced plans to develop film and television drama segments.[2]

On October 20, 2020, the platform announced at an annual conference that it would invest at least RMB 2 billion to incentivize creators of "middle-form" videos in the coming year.[4]


In April 2020, Xigua Video announced a content cooperation deal with BBC Studios to jointly produce two documentaries, Hubble: The Wonders of Space Revealed and Primates, and show other BBC Studios content on Xigua.[1] The platform also partnered with the Discovery Channel to air documentaries such as Man vs. Wild and Life After Chernobyl.[10]

In April 2020, Moonbug Entertainment, a London-based company, announced a partnership with Xigua Video, making content from the Little Baby Bum brand available on the platform in both English and Mandarin.[11]


  1. ^ a b Frater, Patrick (April 23, 2020). "BBC Studios Sets Content Deal With China's Xigua Video". Variety.
  2. ^ a b Yang, Yingzhi (September 15, 2018). "ByteDance to enter China's long-form streaming video market, challenging iQiyi, Tencent Video". South China Morning Post.
  3. ^ a b Canaves, Sky (October 1, 2019). "Understanding China's Video Streaming Services". China Film Insider.
  4. ^ a b Chen, Wency (October 21, 2020). "ByteDance's Xigua Video pivots to 'middle video,' incentivizing creators with USD 300 million". KrASIA.
  5. ^ Chan, James (July 8, 2020). "ByteDance vs Bilibili: Is there a Chinese alternative to YouTube?". KrASIA.
  6. ^ Chen, Wency (April 1, 2020). "The top Chinese short-video apps in 2020 vying to grab your attention with fast content". KrASIA.
  7. ^ 西瓜视频举办首届西瓜PLAY视频嘉年华,揭示2018短视频行业新风向. NetEase (in Chinese). November 21, 2017.
  8. ^ Zhang, Xia (November 27, 2017). "Xigua Video Plans to Set Aside USD300 Million to Attract Producers, Encourage Content Creation". Yicai Global.
  9. ^ Millward, Steven (January 17, 2018). "In China, millions are tuning into an online game show in the hope of winning money". Tech in Asia.
  10. ^ Zhou, Xiaobai (April 22, 2020). 西瓜视频与BBC、Discovery达成内容合作 独家播出纪录片《哈勃三十年》. TechWeb (in Chinese).
  11. ^ Weiss, Geoff (April 22, 2020). "Kids' Content Giant Moonbug Enters China In Deal With Bytedance-Owned Xigua Video". TubeFilter.