Based on Wired’s tracking, news preferences settled back into the “text-only” category for the vast majority of consumption. Video is seen as too intensive for casual reading and browsing.

Is the growth of Toutiao simply a shift of video-first consumers from other platforms or is it triggering a new trend to video and AR variations of news consumption from the wider pool of users?

Are Chinese news readers’ preferences different?

Does the personalization experience fulfill individual content type preferences enough for mass adoption and Netflix-level spread beyond the mainland?