Douban
A Chinese community site for books, movies, music and cultural reviews.
Douban at a glance
Douban is a social media website and one of the most visited sites in China, currently ranked #118 in the country. It was founded in 2005 by Yang Bo and is headquartered in Beijing, China. Today Douban is owned by Douban Inc.. Our estimates put its audience at ≈ 120 million visits per month. The business earns money mainly through advertising, e-commerce. Its closest rivals include zhihu.com, weibo.com, xiaohongshu.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 113 million / month | +2% |
| Q2 | ≈ 116 million / month | +3% |
| Q3 | ≈ 120 million / month | +3% |
| Q4 | ≈ 127 million / month | +6% |
Traffic sources
- Direct76%
- Organic search13%
- Referral6%
- Paid3%
- Email2%
Audience & demographics
- Men52%
- Women48%
- Age 18-2430%
- Age 25-3429%
- Age 35-4420%
The audience is concentrated in China, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- China86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 36 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- China
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| douban | 1 | Very high | Dominant |
| login | Top 10 | High | — |
| sign up | Top 10 | High | — |
| download app | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the China web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 88% mobile
- Position in country
- Among the leading social media apps in China
Company information
- Website
- douban.com
- Sector
- Social Media
- Owner
- Douban Inc.
- Owner type
- Private company
- Founders
- Yang Bo
- Founded
- 2005
- Headquarters
- Beijing, China
- Employees
- 300+
- Ownership
- Douban Inc. controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $100 million annual revenue (est.)
- Languages
- Chinese
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $100 million annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Douban operates a social platform focused on China. A Chinese community site for books, movies, music and cultural reviews. Revenue comes mainly from advertising, supported by the other lines listed below.
- Advertising
- E-commerce
Products & services
International presence
- Primary market
- China
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (China)
- #118 in this index
- Sector rank
- Leading social media site in China
- Global rank
- 300
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| zhihu.com | ≈ 72 million / month | #119 class competitor | — |
| weibo.com | ≈ 54 million / month | #120 class competitor | — |
| xiaohongshu.com | ≈ 36 million / month | #121 class competitor | — |
What is Douban?
Douban (douban.com) is a social platform serving users in China. A Chinese community site for books, movies, music and cultural reviews. It ranks #118 among the most visited websites in the country in this index, within the social media category.
Who owns Douban?
The site is operated by Douban Inc., founded by Yang Bo. The company was established in 2005 and is headquartered in Beijing, China. It employs around 300+.
Traffic and audience
Traffic estimates place Douban at roughly 120 million visits per month, about 4 million per day. Around 88% mobile of sessions come from mobile devices, and visitors view about 11.4 pages per visit with an average session of 12 min.
How Douban makes money
Revenue comes primarily from advertising, alongside e-commerce.
Competitors in China
Its closest rivals include zhihu.com, weibo.com, xiaohongshu.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 2005
Douban is founded in Beijing, China.
- Growth phase
Expands its social media offering and moves to a mobile-first product.
- Today
Ranks #118 among the most visited websites in China.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Very high daily engagement
- Strong creator and community ecosystem
- Free to use with broad reach
- Self-serve advertising for small businesses
Cons
- Moderation and misinformation criticism
- Privacy and data-use concerns
- Algorithm changes hurt organic reach
- Ad load increases over time
Key statistics
Frequently asked questions
Who owns Douban?
Douban is operated by Douban Inc.. Private company structure, based on public filings and press reporting.
Where is Douban headquartered?
Douban is headquartered in Beijing, China.
When was Douban founded?
Douban was founded in 2005 by Yang Bo.
How many employees does Douban have?
Douban employs approximately 300+ people.
What is Douban's revenue?
Douban's revenue: ≈ $100 million annual revenue (est.).
Who are Douban's competitors?
Main competitors in China include zhihu.com, weibo.com, xiaohongshu.com.
How does Douban make money?
Mainly advertising, e-commerce.
Is Douban publicly traded?
No — Douban is not listed as an independent public company; it is operated by Douban Inc..
How many visitors does Douban get?
Third-party estimates place Douban at roughly 120 million visits per month, mostly from China, with 88% mobile traffic.
Is Douban safe?
Douban is an established social media site founded in 2005 and ranked #118 in China; use the official domain douban.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsdouban.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageChina and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos