艾媒咨询 | 女要体验男重品质 长剧衍生空间最大——2026年微短剧行业消费趋势研究报告

近年来，微短剧行业持续受益于短视频生态、IP全链路开发、AI制作、付费模式创新及长短视频平台联动的全方位赋能，其消费形态已从单一的竖屏快节奏剧集延伸至长剧衍生、独家精品、社交互动与多场景观看等多场景融合。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《女要体验男重品质 长剧衍生空间最大——2026年微短剧行业消费趋势研究报告》数据显示，中国微短剧市场规模从2020年的9.4亿元增长至2024年的504.4亿元，2025年达到677.9亿元，2026年预计为793.3亿元，2030年预计将达1505.9亿元，行业持续高速扩张，已成为影视消费增量的核心引擎。
性别分层下，消费偏好差异显著。女性向他人推荐微短剧更看重视觉效果（32.45%）与剧情题材（31.24%），男性更看重制作质量（35.65%）与主题深度（31.48%）；付费原因上，女性更看重提前解锁（28.40%）与专属福利（27.99%），男性更看重剧情优质（31.02%）与高清画质（29.63%）；弃剧原因上，女性因剧情无聊弃剧占33.27%，男性因制作质量差弃剧占33.33%。女性重体验与情感驱动，男性重品质与内容深度，性别差异化运营成为平台竞争的关键。
2026年中国消费者认为微短剧满足观看需求的方面中，提供更多与长剧相关的衍生微短剧占58.96%，增加更多独家和高质量内容占49.22%，增强社交互动功能如评论和分享占42.74%，提供更多观看场景选择占32.16%，提供更多符合个人兴趣的推荐算法占21.86%，提高演员表演的质量和多样性占12.27%。长剧衍生内容需求高居首位，精品内容与社交互动紧随其后。
艾媒咨询分析师认为，长剧衍生微短剧是消费者最强烈的未被满足的需求，说明消费者对IP内容的消费具有连续性与延展性，希望在长剧之外通过微短剧获得更多番外、前传、后传、人物篇等衍生内容；这为长短视频平台联动与IP全链路开发提供了巨大的市场空间。未来，随着IP衍生开发深化、精品化制作升级与社交化观看体验完善，微短剧行业仍具备强劲的增长潜力与商业创新空间。
In recent years, the micro-short drama industry has continuously benefited from the comprehensive empowerment of the short-video ecosystem, end-to-end IP development, AI production, innovative paid models, and the integration of long-form and short-video platforms. Its consumption patterns have evolved from single vertical-screen fast-paced series to multi-scenario integration, including long-form derivative content, exclusive premium productions, social interaction, and multi-scenario viewing. According to the latest report titled "Women Value Experience, Men Prioritize Quality: The Greatest Potential for Long-Form Derivative Content—2026 Micro-Short Drama Industry Consumption Trend Research Report" released by iiMedia Research, a global leading third-party data mining and analysis institution in the new economy industry, the market size of China's micro-short drama industry grew from RMB 940 million in 2020 to RMB 50.44 billion in 2024, reached RMB 67.79 billion in 2025, is expected to hit RMB 79.33 billion in 2026, and is projected to reach RMB 150.59 billion by 2030. The industry continues to expand rapidly, becoming a core driver of growth in film and television consumption. Under gender stratification, consumption preferences show significant differences.
When recommending micro-short dramas to others, women prioritize visual effects (32.45%) and plot themes (31.24%), while men place greater emphasis on production quality (35.65%) and thematic depth (31.48%). In terms of payment motivations, women value early unlocking (28.40%) and exclusive benefits (27.99%), whereas men prioritize high-quality storytelling (31.02%) and HD visuals (29.63%). Regarding reasons for dropping a series, women cite plot boredom as the primary reason (33.27%), while men attribute it to poor production quality (33.33%). Women prioritize experience and emotional engagement, while men value quality and content depth, making gender-differentiated operations a key factor in platform competition.
In 2026, Chinese consumers believe that micro-short dramas should meet viewing needs in the following aspects: providing more derivative micro-short dramas related to long-form dramas accounts for 58.96%; offering more exclusive and high-quality content accounts for 49.22%; enhancing social interaction features such as comments and sharing accounts for 42.74%; providing more viewing scenario options accounts for 32.16%; offering more recommendation algorithms tailored to personal interests accounts for 21.86%; and improving the quality and diversity of actor performances accounts for 12.27%. The demand for derivative content from long-form dramas ranks first, followed closely by premium content and social interaction.
Analysts from iiMedia Research believe that derivative micro-short dramas from long-form dramas represent the most strongly unmet consumer demand, indicating that consumers exhibit continuity and extensibility in their consumption of IP content, seeking additional derivative content such as side stories, prequels, sequels, and character-focused episodes beyond long-form dramas; this creates significant market opportunities for collaboration between long-form and short-video platforms and end-to-end IP development. In the future, as IP derivative development deepens, premium production standards improve, and social viewing experiences are refined, the micro-short drama industry will continue to possess strong growth potential and room for commercial innovation.

艾媒咨询 | 悦己理性 日常轻养——2026年中国轻医美行业消费洞察报告

iiMedia Research（艾媒咨询）发布《悦己理性 日常轻养——2026年中国轻医美行业消费洞察报告》，该报告为独立第三方中立产业调研，依托艾媒CMDAS数据系统多维度产业数据、终端市场实测样本完成测算。当前中国医美行业正告别野蛮生长，迈入以技术壁垒与合规能力为核心的高质量发展新阶段，轻医美化、日常化的消费趋势日益显著。iiMedia Research（艾媒咨询）数据显示，中国医美器械行业市场规模从2016年的232.8亿元增长至2025年的1070.3亿元，预计2026年将达1194.5亿元。同期，非手术类医美服务占比从2016年的39.7%波动提升至2025年的46.9%，预计2026年将达49.4%。国产器械技术突破与成本下探赋能非手术服务放量增长，行业上下游的竞争焦点正加速向合规资质、产品品质与服务体验转移。医美消费从“焦虑驱动”与“重度改造”向“悦己理性”与“日常轻养”深度演进，轻医美凭借低风险、恢复快、高频次等特征，正成为消费者日常抗衰与皮肤管理的主流选择。本报告立足真实消费视角，依托艾媒CMDAS数据系统多维度产业数据与终端市场实测样本，系统梳理轻医美消费者的决策动机、项目偏好、机构选择逻辑与复购意愿，为从业者洞察趋势、优化产品布局及合规化运营提供专业决策参考。

偏好即饮 场景化进补——2026年人参饮品消费行为调查报告

近年来，人参饮品行业持续受益于大健康产业、即饮化消费、场景化滋补与国潮养生理念的全方位赋能，其消费形态已从传统的炖煮进补延伸至运动补给、日常免疫、礼品赠送与熬夜恢复等多场景融合。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《偏好即饮 场景化进补——2026年人参饮品消费行为调查报告》数据显示，中国保健品市场规模由2013年的993亿元增长至2024年的3554亿元，2025年达3775亿元，2026年预计将达4005亿元，整体保持稳健增长。人参饮品作为传统滋补即饮化的代表品类，有望持续受益于保健品市场扩容与消费场景多元化。
从饮用场景看，中国消费者饮用人参饮品的主要场景中，运动后补充能量占比最高，达62.86%；其次为作为礼品赠送，占51.43%；工作疲劳时提神与生病康复期间均为42.86%，日常养生保健占40.00%，熬夜后恢复精力占20.00%。运动补给与礼赠场景构成人参饮品消费的双核心，日常养生与疲劳恢复则形成重要补充。从产品偏好看，中国消费者偏好的人参精华原液类型中，人参与草本植物混合占68.54%，与水果精华混合占59.43%，纯人参精华原液占55.98%，添加益生菌占42.18%。复合配方与风味改良型产品接受度更高，纯原液亦保持较强基础需求。
基于消费调研发现与行业趋势，艾媒咨询分析师对人参饮品品牌提出四点策略建议：一是聚焦核心场景与人群，优先选择运动补给、日常免疫、老年滋补等高频场景中的一个做深做透，打造场景化爆品，而非贪多求全；二是强化价值透明化，主动公开原料产地、成分含量、检测报告等信息，用透明建立信任，破解消费者对价格与品质的顾虑；三是构建全渠道运营体系，线上做内容种草与私域复购，线下做体验与信任背书，形成协同闭环；四是适度创新引领，优先推进剂型与包装创新，辅以天然成分复合配方，在提升体验的同时强化功能感知，逐步培养消费者的高频饮用习惯。未来，随着即饮滋补消费习惯养成与产品创新深化，人参饮品市场仍具备强劲的增长潜力与品牌突围空间。
In recent years, the ginseng beverage industry has continuously benefited from the comprehensive empowerment of the broader health industry, on-the-go consumption trends, scenario-based nourishment, and the China-fashion wellness concept. Its consumption patterns have expanded from traditional stewing-based tonic use to multi-scenario integration, including sports replenishment, daily immune support, gift gifting, and recovery after staying up late. According to the latest report titled "Prefer On-the-Go Consumption, Scenario-Based Tonic—2026 Ginseng Beverage Consumption Behavior Survey" released by iiMedia Research, a global leading third-party data mining and analytics institution in the new economy industry, the market size of China's health product sector grew from 99.3 billion yuan in 2013 to 355.4 billion yuan in 2024, reaching 377.5 billion yuan in 2025 and is expected to hit 400.5 billion yuan in 2026, maintaining steady overall growth. As a representative category of traditional tonic beverages adapted for on-the-go consumption, ginseng drinks are poised to continue benefiting from the expansion of the health product market and the diversification of consumption scenarios.
In terms of consumption scenarios, among the primary contexts where Chinese consumers drink ginseng beverages, post-exercise energy replenishment accounts for the highest proportion at 62.86%; followed by gift gifting at 51.43%; refreshing during work-related fatigue and during illness recovery at 42.86% each; daily health maintenance at 40.00%; and energy recovery after staying up late at 20.00%. Sports replenishment and gift gifting scenarios form the dual core of ginseng beverage consumption, while daily health maintenance and fatigue recovery serve as important complements. In terms of product preferences, among the types of ginseng essence liquid preferred by China consumers, a mixture of ginseng and herbal plants accounts for 68.54%, a mixture with fruit essence for 59.43%, pure ginseng essence liquid for 55.98%, and probiotic additives for 42.18%. Composite formulations and flavor-enhanced products enjoy higher acceptance, while pure essence products maintain strong foundational demand.
Based on consumer research findings and industry trends, iiMedia Research analysts offer four strategic recommendations for ginseng beverage brands: First, focus on core scenarios and target audiences, prioritizing in-depth development in one high-frequency scenario—such as sports replenishment, daily immunity, or elderly nourishment—to create scenario-based hit products rather than attempting to cover too many areas; second, enhance value transparency by proactively disclosing information such as raw material origins, ingredient content, and testing reports, using transparency to build trust and address consumer concerns about price and quality; third, establish an omnichannel operational system, leveraging online content-driven recommendations and private domain repeat purchases, while offline experiences and trust endorsements create a synergistic closed loop; fourth, foster moderate innovation leadership by prioritizing formulation and packaging innovation, complemented by natural ingredient blends, to enhance both user experience and functional perception, gradually cultivating frequent consumption habits among consumers. In the future, as convenient ginseng beverage consumption habits take root and product innovation deepens, the ginseng beverage market still holds strong growth potential and room for brand differentiation.

艾媒咨询 | 从瘦身到养生——2026年轻食行业消费观察报告

iiMedia Research（艾媒咨询）发布《从瘦身到养生——2026年轻食行业消费观察报告》，该报告为独立第三方中立产业调研，依托艾媒 CMDAS 数据系统多维度产业数据、终端市场实测样本完成测算。当前中国轻食产业正经历从爆发式增长向稳健增长过渡的关键阶段，行业消费逻辑正由早期的“网红减脂”概念驱动，全面转向以日常化、健康化、大众化为核心的常态化消费。iiMedia Research（艾媒咨询）数据显示，2020年至2025年中国轻食产业市场规模从1117亿元持续攀升至3808亿元，预计2030年将达到8227亿元，整体呈持续快速扩容态势；行业增长率在2021年达到50.6%的高点后波动回落，预计2030年将降至9.0%。轻食早已突破单一的西式沙拉形态，演变为涵盖中式热轻食、预包装代餐及控卡食品等满足热量可控与营养均衡的多元集合，全面覆盖体重管理与日常健康用餐场景。轻食消费正从“追求低卡的焦虑型进食”迈向“兼顾营养与口感的养生型享受”，健康诉求的长期化与饮食场景的全面化，为行业带来了新的结构性机遇。本报告立足真实消费视角，依托艾媒CMDAS数据系统多维度产业数据与终端市场实测样本，系统梳理轻食消费者的购买动机、品类偏好、渠道选择逻辑，为从业者洞察趋势、优化产品布局及挖掘细分机遇提供专业决策参考。

艾媒咨询 | 从室内走向文旅——2026年剧本杀行业消费者需求调研报告

iiMedia Research（艾媒咨询）发布《从室内走向文旅——2026年剧本杀行业消费者需求调研报告》，该报告为独立第三方中立产业调研，依托艾媒 CMDAS 数据系统多维度产业数据、终端市场实测样本完成测算。当前中国剧本杀行业正经历从爆发式增长向规模化稳健运营切换的关键阶段，行业增长动力已由门店数量扩张转向单店运营质量与用户复购的提升。iiMedia Research（艾媒咨询）数据显示，2018-2025年中国剧本杀行业市场规模由65.3亿元增长至448.1亿元，整体呈持续扩大态势，同比增长率由2019年的67.99%逐步回落至2025年的17.30%。消费者对剧本杀的认知已从“新奇体验”转向“常态化娱乐选择”，市场告别野蛮生长，进入比拼内容质量、DM专业度与沉浸体验的精细化运营时代。剧本杀消费正打破传统室内门店的物理边界，加速向文旅景区、特色小镇、文化街区等更广阔的实景空间延伸，“剧本杀+文旅”的融合业态为行业打开了新的增量空间。本报告立足真实消费视角，依托艾媒CMDAS数据系统多维度产业数据与终端市场实测样本，系统梳理剧本杀消费者的剧本偏好、游玩频次、渠道选择与文旅融合体验诉求，为从业者洞察趋势、优化产品布局及挖掘细分机遇提供专业决策参考。

艾媒咨询 | 为IP与科技买单——2026年密室逃脱行业消费趋势研究报告

iiMedia Research（艾媒咨询）发布《为IP与科技买单——2026年密室逃脱行业消费趋势研究报告》，该报告为独立第三方中立产业调研，依托艾媒 CMDAS 数据系统多维度产业数据、终端市场实测样本完成测算。当前中国密室逃脱行业正经历从规模扩张向沉浸式实景娱乐升级的关键转型期，技术融合与内容创新成为驱动行业增长的核心引擎。iiMedia Research（艾媒咨询）数据显示，2018年中国密室逃脱行业市场规模为50.0亿元，2019年快速扩张至99.7亿元，期间短暂回落后重拾升势，于2025年增长至155.5亿元，预计2026年将达175.9亿元。行业在波折中展现出较强的消费韧性，消费者不再满足于传统的机械解谜，而是对场景沉浸感、剧情丰富度与互动科技感提出了更高要求。密室逃脱消费正从“小众圈层爱好”向“大众沉浸式社交体验”演进，IP内容力与科技体验感已成为消费者衡量品牌价值的核心标尺。本报告立足真实消费视角，依托艾媒CMDAS数据系统多维度产业数据与终端市场实测样本，系统梳理密室逃脱消费者的购买动机、主题偏好、渠道选择与品牌信任逻辑，为从业者洞察趋势、优化产品布局及挖掘细分机遇提供专业决策参考。

艾媒咨询 | AI预测 主动干预——2026年健康管理平台行业用户行为研究报告

近年来，健康管理平台行业持续受益于大健康产业、智能穿戴、AI预测分析、慢病管理及数字化医疗服务的全方位赋能，其价值已从基础健康记录延伸至风险预警、主动干预与全场景生活方式管理等多场景融合。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《AI预测 主动干预——2026年健康管理平台行业用户行为研究报告》数据显示，中国大健康产业营收由2015年的2.8万亿元快速增长至2019年的6.9万亿元，随后步入增速换挡期，2025年达9.3万亿元。大健康产业由高速扩张转向提质增效，为健康管理平台从“记录工具”向“预测干预平台”升级提供了坚实支撑。
2026年中国健康管理平台用户付费因素中，专属课程（健身、瑜伽、减脂、康复等）以36.67%位居首位，睡眠监测与改善建议、长期健康管理与风险提醒均达30.91%紧随其后，用户付费意愿正从单一课程向睡眠改善与长期风险管理延伸。2026年中国健康管理平台用户期待的发展方向中，更专业医疗健康服务与更全面生活方式管理的占比分别达41.35%和40.26%，期待更智能个人健康数据分析与预测的占34.39%。专业医疗能力、全场景管理与AI预测分析构成用户核心期待。
艾媒咨询分析师认为，用户需求正加速从基础健康记录向“专业医疗干预+全场景生活方式管理”深度融合转型，平台亟须重点布局慢病管理与医生咨询服务，构建饮食、运动、睡眠、心理一体化管理体系，并依托智能穿戴生态打通与AI预测分析实现精准健康干预。建议商家以医疗级专业服务建立用户信任壁垒，以极简无广告设计降低使用门槛，通过软硬件数据协同与隐私合规建设，构筑差异化竞争护城河。未来，随着大健康产业提质升级与AI主动干预能力成熟，健康管理平台仍具备强劲的增长潜力与模式创新空间。
In recent years, the health management platform industry has continuously benefited from comprehensive empowerment across the broader health industry, smart wearables, AI predictive analytics, chronic disease management, and digital healthcare services. Its value has expanded from basic health record-keeping to multi-scenario integration, including risk early warning, proactive intervention, and comprehensive lifestyle management across various contexts. According to data from iiMedia Research—a globally leading third-party data mining and analytics firm in the new economy sector—its latest report, "AI Prediction & Proactive Intervention: 2026 Health Management Platform Industry User Behavior Research Report," shows that the revenue of China's broader health industry grew rapidly from 2.8 trillion yuan in 2015 to 6.9 trillion yuan in 2019, then entered a phase of slowing growth, with projected revenue reaching 9.3 trillion yuan by 2025. The broader health industry is now transitioning from rapid expansion to quality and efficiency enhancement, providing solid support for health management platforms to evolve from mere "record-keeping tools" to "predictive intervention platforms."
In 2026, among the user payment drivers for health management platforms in China, exclusive courses (e.g., fitness, yoga, fat loss, rehabilitation) will rank first with 36.67%, followed by sleep monitoring and improvement recommendations, and long-term health management and risk alerts, both at 30.91%. User willingness to pay is shifting from single-course offerings toward sleep improvement and long-term risk management. Among the development directions users anticipate for health management platforms in 2026, more professional medical and health services and more comprehensive lifestyle management will account for 41.35% and 40.26% of expectations, respectively, while more intelligent personal health data analysis and prediction will account for 34.39%. Professional medical capabilities, full-scenario management, and AI predictive analytics constitute the core expectations of users.
Analysts from iiMedia Research believe that user demand is accelerating a transition from basic health records toward a deep integration of "professional medical intervention + full-scenario lifestyle management." Platforms urgently need to prioritize the development of chronic disease management and physician consultation services, establish an integrated management system encompassing diet, exercise, sleep, and psychological well-being, and leverage smart wearable ecosystems to enable precise health interventions through AI predictive analytics. It is recommended that businesses build user trust through medical-grade professional services, lower the barrier to entry via minimalist and unobtrusive ad designs, and create a differentiated competitive moat through the synergy of hardware and software data and the implementation of privacy compliance frameworks. In the future, as the broader health industry undergoes quality improvement and upgrading, and as AI-driven proactive intervention capabilities mature, health management platforms will continue to possess strong growth potential and significant room for business model innovation.

艾媒咨询 | 2026年中国有声书行业发展趋势研究报告

iiMedia Research（艾媒咨询）发布《2026年中国有声书行业发展趋势研究报告》，该报告为独立第三方中立产业调研，依托艾媒 CMDAS 数据系统多维度产业数据、终端市场实测样本完成测算。当前中国在线阅读市场持续扩容，有声书作为其中核心的内容消费形态，正迎来用户需求分化与产业价值重构的重要窗口期。iiMedia Research（艾媒咨询）数据显示，中国声音经济产业市场规模从2017年的307.6亿元持续攀升至2025年的6110.1亿元，预计2029年将达到7415.8亿元，整体增势稳健。行业增速逐步趋于平稳，单纯的流量红利与内容铺量难以构建持久壁垒，产业发展正面临同质化竞争加剧与用户付费意愿分化的双重挑战，亟需从规模驱动向精细化运营与内容品质驱动转型。在此背景下，有声书消费已从早期的“碎片化尝鲜”转向深度的“陪伴式习惯”，用户对内容质量、演播体验与场景适配的要求持续提升。本报告立足真实消费视角，依托艾媒CMDAS数据系统多维度产业数据与终端市场实测样本，系统梳理有声书行业的发展痛点、消费需求变迁与竞争格局，为从业者洞察趋势、优化内容布局及挖掘细分机遇提供专业决策参考。

艾媒咨询 | 2026-2027年中国信息流广告消费决策洞察报告

近年来，信息流广告持续受益于数字营销、算法推荐、短视频生态及平台商业化能力的全方位赋能，已成为品牌触达用户的重要形态。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《2026-2027年中国信息流广告消费决策洞察报告》数据显示，2023至2025年中国信息流广告保持平稳增长态势，2025年市场规模达2563.5亿元，但增速已从早期高速扩张阶段逐步收窄，行业进入存量精耕与体验优化并重的发展阶段。
从消费决策看，不购买原因集中在信任与体验层面，信任构建是关键。2026年中国用户不购买信息流广告相应产品的原因中，广告弹窗/形式干扰引发抵触占23.88%，对品牌不了解缺乏信任感占23.13%，产品非实际需求占20.90%。微信广告痛点则集中在频繁推送与真实性，体验问题突出。2026年中国用户浏览微信信息流广告遇到的问题中，广告频繁推送干扰正常浏览占28.62%，广告内容与实际不符存在虚假宣传占26.97%，广告内容低质量或无关紧要占25.50%。形式干扰、信任缺失与内容质量共同构成用户转化的重要阻碍。
艾媒咨询分析师认为，微信信息流广告的用户痛点集中在推送频次、内容真实性与内容质量三个方面，其中频繁推送是最突出的问题，直接影响用户的平台使用体验；虚假宣传与低质量内容则损害用户信任，长期不利于广告生态健康。微信平台需在频次管控、内容审核、质量提升三方面持续优化，平衡商业变现与用户体验。未来，随着用户对广告体验要求的提升与平台治理能力完善，信息流广告市场仍具备从规模增长转向信任驱动与质量竞争的结构性升级空间。
In recent years, feed advertising has continuously benefited from comprehensive empowerment driven by digital marketing, algorithmic recommendations, the short-video ecosystem, and platform commercialization capabilities, evolving into a crucial channel for brands to reach their target users. According to data from the latest "2026-2027 China Feed Advertising Consumer Decision Insight Report" released by iiMedia Research—a globally leading third-party data mining and analytics firm specializing in new economic industries—the market size of feed advertising in China maintained steady growth from 2023 to 2025, reaching 256.35 billion yuan by 2025. However, the growth rate has gradually slowed from its earlier phase of rapid expansion, indicating that the industry has entered a new stage focused on optimizing existing user bases and enhancing user experiences. From a consumer decision-making perspective, the primary reasons for not purchasing feed-ad-supported products revolve around trust and experience issues, with trust building being the key factor.
In 2026, among the reasons Chinese users did not purchase feed-ad-supported products, 23.88% cited ad pop-ups or format disruptions causing resistance, 23.13% cited a lack of trust due to unfamiliarity with the brand, and 20.90% cited the product not meeting their actual needs. Regarding WeChat ads, the main pain points were frequent ad deliveries and authenticity concerns, with user experience issues being particularly prominent. In 2026, among the problems Chinese users encountered while browsing WeChat feed ads, 28.62% cited frequent ad deliveries disrupting normal browsing, 26.97% cited ad content inconsistent with reality (false advertising), and 25.50% cited low-quality or irrelevant ad content. Format disruptions, lack of trust, and ad content quality collectively pose significant obstacles to user conversion.
Analysts at iiMedia Research believe that the pain points for users of WeChat feed ads primarily revolve around three aspects: ad delivery frequency, content authenticity, and content quality. Among these, excessive ad delivery is the most prominent issue, directly impacting users 'platform experience; while false advertising and low-quality content undermine user trust and, in the long run, jeopardize the health of the advertising ecosystem. The WeChat platform needs to continuously optimize its strategies in three key areas—frequency control, content moderation, and quality enhancement—to strike a balance between commercial monetization and user experience. In the future, as user expectations for the advertising experience rise and the platform's governance capabilities improve, the feed advertising market still holds structural upgrade potential—shifting from mere scale growth toward trust-driven development and quality competition.

艾媒咨询 | 流量至上 原创不足——2026年综艺行业观众需求洞察报告

近年来，中国综艺行业持续受益于数字内容生态、短视频传播、AI制作、平台自制及IP衍生开发的全方位赋能，其消费形态已从单一电视观看延伸至移动端追综、短视频二创、弹幕互动与衍生消费等多场景融合。全球领先的新经济产业第三方数据挖掘和分析机构iiMedia Research（艾媒咨询）最新发布的《流量至上 原创不足——2026年综艺行业观众需求洞察报告》数据显示，中国数字经济总体规模已由2016年的22.6万亿元增长至2025年的70.8万亿元，连续多年保持稳步扩张态势，为综艺内容的数字化生产与传播提供了坚实的产业基础。
从观众反馈看，31.17%的观众认为综艺节目过于依赖明星效应而忽视内容本身，29.44%的受访者警惕价值观导向错误，同时各有超27%的受众对内容缺乏深度及形式单一等问题表示关切。2026年中国内地娱乐综艺观众反映的突出问题集中于过度依赖明星效应而忽视内容本身（37.34%）、跟风严重致题材重复率高（35.06%）及广告植入过多过生硬（34.85%）。流量依赖、同质化竞争与商业植入过度已成为制约观众体验与行业口碑的核心痛点。
艾媒咨询分析师认为，当前综艺市场深陷“流量至上”与“同质化竞争”的双重困局，原创力不足与商业短视行为正严重侵蚀观众信任。行业须加快从“明星驱动”向“内容驱动”转型，通过深耕本土原创IP、建立题材差异化开发机制、以场景化原生广告替代生硬植入，并强化节目价值导向审核，方能重构产品核心竞争力和长期口碑。未来，随着观众审美持续提升与内容监管趋严，综艺行业仍具备从流量竞争转向品质竞争的结构性升级空间。
In recent years, China's variety show industry has continuously benefited from comprehensive empowerment across digital content ecosystems, short-video dissemination, AI production, platform original content, and IP derivative development. Its consumption patterns have evolved from exclusive television viewing to multi-scenario integration, including mobile platform viewing, short-video derivative creations, live comment interactions, and derivative consumption. According to data from iiMedia Research—a globally leading third-party data mining and analytics firm for the new economy industry—its latest report, "Traffic-First, Original Content Shortcomings: 2026 Variety Show Industry Audience Demand Insight Report," reveals that China's overall digital economy scale has grown from 22.6 trillion yuan in 2016 to 70.8 trillion yuan in 2025, maintaining steady expansion for multiple consecutive years. This growth has laid a solid industrial foundation for the digital production and dissemination of variety show content.
Based on audience feedback, 31.17% of viewers believe that variety shows over-rely on star power while neglecting the content itself; 29.44% of respondents are concerned about misguided value orientations; and over 27% of viewers express concerns about a lack of depth in content and limited format diversity. In 2026, the most prominent issues raised by audiences of entertainment variety shows in mainland China were excessive reliance on star power at the expense of content quality (37.34%), rampant trend-following leading to high repetition rates of themes (35.06%), and overly frequent or awkward product placements (34.85%). Over-reliance on traffic, homogenized competition, and excessive commercial integration have become core pain points constraining both audience experience and industry reputation.
Analysts at iiMedia Research contend that the current variety show market is grappling with a dual dilemma: the prioritization of "traffic" and the prevalence of "homogenized competition." A lack of originality, coupled with short-sighted commercial practices, is severely eroding audience trust. The industry must accelerate its transition from a "star-driven" model to a "content-driven" one—by deeply cultivating localized original IP, establishing differentiated development mechanisms for diverse themes, replacing rigid product placements with scenario-based native advertising, and strengthening value-oriented content review processes. Only through these measures can the industry rebuild its core competitive advantages and cultivate long-term positive reputations. Looking ahead, as audience aesthetic standards continue to rise and content regulations become increasingly stringent, the variety show sector still possesses substantial room for structural upgrading—shifting from a competition based on traffic to one centered on quality.