Analyzed from the perspective of video production, short video whether the cost of capital or time cost is less than the long video; while the content presentation, the long video is more complete and profound, and its spiritual value is higher than that of the short video; the short video tends to information and news, and its economic value is higher than that of the long video. Analyzed from the consumption point of view, the carrier of short video is more extensive than long video, and the cell phone is the main body, and its important consumer group is mainly office workers and young people. While the long video market is equally extensive but smaller in scale, dominated by TV and theaters, and its key consumers are mainly housewives, the elderly, and children. From the degree of video infectivity analysis, long video compared to short video more **** love and "high arousal state" characteristics.

With the development of Internet technology, especially after the popularization of cell phones as a mobile Internet customer point of function, short video development hormone growth. Currently more popular such as fast hand, jittery sound, QQ short video, etc., almost some of the larger social media platforms are opened with short video content. According to the relevant big data enterprise statistics, as of the end of 2018, the size of Internet users 829 million people, including cell phone users Internet users reached 817 million people, and the size of short video users reached 648 million people, the utilization rate is 78.7%.

These data can show that the number of Chinese Internet users as well as more than half of the total population, and the vast majority of Internet users are through the cell phone as an Internet tool, the majority of people who use cell phones to access the Internet will browse short videos.