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. Xigua Video continuously provides high-quality content to different audiences through personalized services.[4] As of June 2020, the platform has 131 million monthly active users.[5][6]


Xigua Video was initially launched as Toutiao Video in May 2016.[7]

On June 8, 2017, Toutiao Video officially changed its name to Xigua Video and redesigned its logo.[8] 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]

In November 2017, the number of users exceeded 200 million.[9]

On November 25, 2017, Xigua Video established a co-production fund to encourage content creation with an amount of RMB 2 billion.[10]

In January 2018, Xigua Live went online. In the same month, Xigua Video launched the first season of online live quiz show Millionaire Heroes.[11]

In April 2018, the user volume exceeded 350 million.[4]

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

In October 2018, a new brand visual image was launched, with the release of the "Kaleidoscope Plan" and "Windmill Plan" to encourage high-quality content creation.[12]

In August 2019, the third "Xigua PLAY" video carnival was held on a cruise ship, marking the beginning of the "era of great navigation" for video creators.[13]

In December 2019, "Top Hero"(头号英雄), a nationwide interactive knowledge live answering activity, was launched jointly with "Toutiao " and "Tiktok".[4][14]

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.[5]


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.[15]

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.[16]


  1. ^ a b Frater, Patrick (April 23, 2020). "BBC Studios Sets Content Deal With China's Xigua Video". Variety. Archived from the original on July 29, 2021. Retrieved January 27, 2021.
  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. Archived from the original on December 13, 2019. Retrieved January 27, 2021.
  3. ^ a b Canaves, Sky (October 1, 2019). "Understanding China's Video Streaming Services". China Film Insider. Archived from the original on February 1, 2021. Retrieved January 27, 2021.
  4. ^ a b c "西瓜视频公司介绍" [Introduction to Xigua Video Company]. www.ixigua.com. Retrieved 2023-10-06.
  5. ^ a b Chen, Wency (October 21, 2020). "ByteDance's Xigua Video pivots to 'middle video,' incentivizing creators with USD 300 million". KrASIA. Archived from the original on February 5, 2021. Retrieved January 27, 2021.
  6. ^ Chan, James (July 8, 2020). "ByteDance vs Bilibili: Is there a Chinese alternative to YouTube?". KrASIA. Archived from the original on February 1, 2021. Retrieved January 27, 2021.
  7. ^ Chen, Wency (April 1, 2020). "The top Chinese short-video apps in 2020 vying to grab your attention with fast content". KrASIA. Archived from the original on September 2, 2023. Retrieved January 27, 2021.
  8. ^ 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. Archived from the original on September 2, 2023. Retrieved January 27, 2021.
  9. ^ "西瓜与B站的中视频之战 界面新闻" [The Battle between Xigua and Bilibili - Interface News]. m.jiemian.com. Retrieved 2023-10-06.
  10. ^ Zhang, Xia (November 27, 2017). "Xigua Video Plans to Set Aside USD300 Million to Attract Producers, Encourage Content Creation". Yicai Global. Archived from the original on February 1, 2021. Retrieved January 27, 2021.
  11. ^ Millward, Steven (January 17, 2018). "In China, millions are tuning into an online game show in the hope of winning money". Tech in Asia. Archived from the original on February 6, 2021. Retrieved January 27, 2021.
  12. ^ "西瓜视频完成品牌升级 将发力直播和自制综艺 - 21财经" [Xigua Video Completes Brand Upgrade and Will Focus on Live Broadcasting and Homemade Variety -21 Finance]. m.21jingji.com. Retrieved 2023-10-06.
  13. ^ "创作人方舟领你看世界;「2019西瓜PLAY视频嘉年华」即日起正式启动" [Creator FangZhou leads you to see the world; The 2019 Xigua PLAY Video Carnival officially launched today]. ah.ifeng.com. Retrieved 2023-10-06.
  14. ^ "《头号英雄》人民日报直播答题专场,114万人同时在线答题--传媒--人民网" [Top Hero "People's Daily Live Q&A Session, with 1.14 million people answering questions online at the same time - Media - People's Daily]. media.people.com.cn. Retrieved 2023-10-06.
  15. ^ 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). Archived from the original on 2021-01-31. Retrieved 2021-01-27.
  16. ^ Weiss, Geoff (April 22, 2020). "Kids' Content Giant Moonbug Enters China In Deal With Bytedance-Owned Xigua Video". TubeFilter. Archived from the original on March 7, 2021. Retrieved January 27, 2021.