Summary of Key Points
The short-video platform Red Fruit has unexpectedly captured a large number of elderly users (over 40 million aged 50 and above) by adopting a model where watching ads earns them free content. These users have been the platform's most stable foundation from the beginning, contributing to long usage times and ad revenue, yet their contributions have not been fully recognized. Although there are now more short videos targeting the elderly, they often consist of formulaic, uplifting stories that do not accurately reflect the complex realities of older life. The potential of the elderly economy is enormous—reaching 7 trillion yuan in 2024 and expected to grow to 30 trillion yuan by 2035. Platforms need to shift from simply utilizing these users to truly understanding and valuing their experiences.
I. Red Fruit's Free Model Hits the Right Spot for Elderly Users
Previously, watching a paid short video could cost dozens of yuan, which is a significant expense for retirees with limited incomes. Data shows that 60% of middle-aged and elderly people have never paid for such content. Red Fruit has adopted the same logic as Tomato Novel, where watching a few ads unlocks the next episode, perfectly fitting the elderly's preference for spending time to save money. Moreover, the elderly are much less resistant to ads; they can simply eat some fruit or chat while waiting, finding it no trouble at all. This approach has opened up the elderly market, which was previously inaccessible due to cost barriers.
II. Elderly Users: The Invisible Heroes of Red Fruit, Yet Not Recognized
From the very beginning, elderly users were among the first to join Red Fruit and supported the platform during its toughest growth periods. Today, Red Fruit has 300 million monthly active users, with one in every seven being over 50 years old, and more than half of all users being over 45. They spend an average of 125 minutes on the platform per day (longer than on platforms like iQiyi), generating substantial ad revenue. In 2024, 20 content providers received over 100 million yuan in ad revenue, all thanks to the time spent by these users. However, the elderly only receive a few yuan in rewards for their engagement, and no one tells them that their two hours of viewing are crucial to the platform's success. They are seen as mere data points, not as co-creators of the platform.
III. The Rise of Elderly-Focused Content, but Still Formulaic
There is an increasing number of short videos targeting the elderly, such as "The 80s Grandma Takes Control of Her Family" and "Love in the Dusk," which follow a common formula of hardship followed by a happy outcome, with the main characters being older individuals. These stories resonate with the elderly's desire for respect and relief from frustration, but they fail to capture the complexities of life, such as loneliness, grief, self-doubt, or the small moments of warmth in daily life. They offer a pleasant experience similar to eating "delicate sugarcoated treats"—sweet but lacking in substance.
IV. The Huge Potential of the Elderly Economy: How Platforms Can Truly Engage with Them?
The elderly economy is already worth 7 trillion yuan and is expected to grow to 30 trillion yuan by 2035. The time, attention, and emotional needs of the elderly have been significantly underestimated by mainstream markets. Red Fruit's free model is one of the few attempts to engage with this audience, but it is not enough:
- We should stop treating the elderly merely as a source of traffic and recognize their role as key contributors to the platform's success (e.g., by creating dedicated sections for them and providing user-friendly features like larger fonts and simplified interfaces).
- We need to move beyond formulaic content and depict authentic aspects of older life, such as learning to use smartphones, reconciling with family members, and showing community support.
- We must listen to the elderly's voices by involving them in content creation and decision-making, rather than just analyzing their preferences.
The simple phrase "thank you" from these users is more than just a polite gesture; it represents a transformation from being used objects to being treated as respected individuals.
V. Conclusion: What Elderly Users Really Need Is More Than Free Content
Red Fruit's success is a result of the unexpected alignment between its business model and the needs of the elderly. However, the platform still owes them a genuine recognition of their value. The elderly economy is about serving their needs, not just exploiting them for profit. Only by treating the elderly as real people, not just as demographic categories, can platforms truly tap into this vast market and earn their respect. After all, it is the elderly who have supported Red Fruit with their time and passion.