# Content Economy

From Scroll to Study: Xiaohongshu Bets on Depth to Challenge China’s Video Giants

Xiaohongshu is pivoting toward mid-to-long-form video to capitalize on a 43% growth in consumption time for deep content. By restructuring its organization and deploying massive creator subsidies, the platform aims to evolve from a lifestyle social app into a high-utility 'knowledge search engine' that challenges Bilibili and Douyin.