Baidu-owned video streaming platform iQiyi is taking the massively popular short video format and targetting a previously untapped segment of the market: the elderly.

The company launched Jinshi (锦视) this week (September 11), which hosts videos more appropriate to its target audience, according to New Business Intelligence.

Jinshi, the third short video offering from iQiyi, hopes to entice the older generation by focussing on topics including current events and politics, health, and the military.

The app also differs from others in that users can switch between video and audio streams, and it features horizontal videos.

Video services in China have seen a marked uptick in usage, which is primarily being driven by short-form videos.

In 2013, the country spent 60% of its daily entertainment time on social media and 13% on video platforms.

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