Summary of Key Points
The four major domestic streaming platforms—TikTok, Bilibili, REDnote, and Kuaishou—all entered the “interactive content” market within two months. Overseas, independent interactive platforms led by Chinese teams have also sparked a craze. Interactive content means that users are no longer just passive viewers; they can participate in the content by clicking, typing, or using tools (such as mini-games, AI conversations, and testing mechanisms). AI technology has lowered the barriers to creation, allowing ordinary people to produce interactive content as well. The driving forces behind this trend include the saturation of short-video traffic, users’ fatigue with one-way content, and the simplification of creative processes through AI tools. This segment of the content industry could become the key driver for growth in the next phase.
What Interactive Content Have the Four Domestic Platforms Launched?
Each platform has focused on different aspects, but the goal is always to engage users:
- Bilibili: Launched a beta version of the “Toy” platform in June, where creators can upload mini-games and quizzes (such as personality tests or fun tools) that appear below videos or in comment sections. Within a month of its launch, the interactive content generated over 8.5 million interactions, and the platform provided creators with traffic and computational resources as incentives.
- REDnote: Introduced a “Small Tools” section in July, offering tools like bean-pasting pattern generators and fashion styling testers that users can use directly within their notes without needing to switch to other apps. For example, if you want to create a bean-pasting design, you can do so right on REDnote, which is much more convenient than downloading from app stores. The platform also provided 100 million units of traffic as support for creators.
- TikTok: Introduced the “Interactive Space” feature, which supports interactive stories and mini-games (such as simulation games or level-based challenges). It also integrated an AI programming tool called Trae that allows users to describe their needs in language (e.g., “Create a mini-game to test what kind of animal I am”), and then AI generates playable content. During the beta phase, each user could upload up to 100 pieces of content, with a limit of 100 people playing each piece at any given time, demonstrating high user enthusiasm.
- Kuaishou: Announced on July 24th that it was looking for creators of AI interactive content, categorized into three types: interactive stories (e.g., interactive novels or manga series), AI-powered character conversations (such as chat companions or role-playing), and interactive lightweight applications (mini-games or tools). Selected creators got early access to the features and received traffic incentives.
Why Is Everyone Focusing on Interactive Content Now?
The simultaneous entry of these four platforms is not coincidental; it’s driven by three key factors:
1. Traffic Saturation: By the end of 2025, the number of short-video users is expected to reach 1.074 billion, indicating that growth has peaked. Platforms need new types of content to keep users engaged for longer periods. Interactive content is naturally more engaging; for example, users might repeatedly try different options in a quiz, spending more time on it than watching a video.
2. AI Makes Creation Accessible: Previously, creating mini-games required coding, graphic design, and server setup, which were beyond the capabilities of most people. Now, with AI tools like TikTok’s Trae or Codex, users can simply describe their ideas, and AI generates playable content, making creation accessible to everyone.
3. Users Want More Than Just Passive Consumption: After years of consuming short videos, users are tired of one-way content delivery. Internal data from TikTok shows that the lightweight interactive feature “Xiaohuoren” had 160 million daily active users in 2024, with over 50% being under 24 years old; the “Create a World” gameplay attracted more than 50 million users—indicating a desire for a more participatory experience.
Are Chinese Teams Leading the Overseas Interactive Content Market?
The overseas interactive content market has already gained momentum, and most of the leading platforms are developed by Chinese teams:
- Loopit: Launched in February this year, allowing users to generate interactive content using natural language (e.g., fun quizzes about Elon Musk). It became an instant hit after being shared by Musk, with over a million downloads in two months, reaching #8 on the Google Play global rankings and raising nearly $100 million in funding. North American users accounted for half of its user base, and the次日 retention rate exceeded 50%.
- Aippy: Developed by Chizicheng, users can create mini-games and stories and even “remix” (modify) others’ content with one click. As of June 2026, it had over 3 million downloads and nearly 2 million monthly active users, with a rating of 4.8 on the App Store and a valuation of $250 million from investors.
- Rezona: Created by a former TikTok product manager, this platform focuses on turning popular memes into games. Users can input an emoji or idea, and it generates a mini-game in seconds. It has raised four rounds of funding in three months and has over 6 million downloads, gaining popularity through organic growth.
Two Types of Interactive Content Platforms: Large-Company Specialized Sections vs. Independent Platforms
There are two main types of platforms in this market, each with its advantages:
- Large-Company Specialized Sections: Such as TikTok’s Interactive Space and Bilibili’s Toy, which leverage existing user bases to quickly attract new users. However, these formats are relatively fixed and constrained by the platform’s rules.
- Independent Platforms: Like Loopit and Aippy, they offer more flexibility and the ability to experiment with new ideas (e.g., multi-player interactions). This is similar to how short videos initially emerged from independent apps like TikTok and Kuaishou, rather than traditional video platforms.
The Future of the Content Industry: Moving From “Watching” to “Playing”
Interactive content is still in its early stages, and large companies are entering the market mainly to secure their positions. However, one thing is clear: the shift from passive consumption to active participation by users is irreversible. After short videos, interactive content could be the next growth driver for the content industry. Whether platforms can retain users will depend on their ability to create truly engaging and sticky content. But at least the direction is right—after all, who wants to be a spectator forever?
(The entire analysis is written in plain language, without using technical jargon, making it easy for non-financial professionals to understand.)