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艾媒报告|2019-2020中国二次元视频行业专题研究报告
本报告研究涉及企业/品牌/案例:AcFun,bilibili,腾讯视频,抖音;其他提及企业/品牌:爱奇艺,快手,优酷,快看漫画,叭哒,风鱼动漫,腾讯动漫,波动星球,阅文集团
iiMedia Research(艾媒咨询)数据显示,中国二次元用户规模预计在2021年突破4亿人,用户规模的持续增长,抬升了二次元产业的商业价值。随着国家政策的鼓励、中国二次元视频行业发展环境向好、视频产业链条趋于完善、直播与电商元素的加入,加速了中国二次元视频商业化。iiMedia Research(艾媒咨询)数据显示,以A站、B站为代表的垂直二次元视频平台仍是二次元用户观看视频的主要占地,占比超过五成;近六成的受访网民会为观看二次元视频付费。艾媒咨询分析师认为,平台方对UP主创作的大力扶植,不仅有利于丰富完善二次元视频内容生态,推动二次元视频产业升级,还有助于吸引更多用户人群。随着主力年轻用户的崛起,以及泛二次元用户人群的扩大,二次元视频平台有望迎来发展红利。
As the data of iiMedia Research showed, the scale of China ’s Two-dimensional users is expected to exceed 400 million by 2021. The continued growth in user scale has boosted the commercial value of the secondary industry. With the encouragement of national policies, the development environment of China ’s secondary video industry is improving, the video industry chain is complete, and the addition of live broadcast and e-commerce elements has accelerated the commercialization of China ’s Two-dimensional video. As the data of iiMedia Research showed, vertical Two-dimensional video platforms represented by AcFun and BiliBili are still the main areas for video watching by Two-dimensiona users, accounting for more than 50%; nearly 60% of the interviewed netizens will Pay for watching Two-dimensional videos. iiMedia analysts believe that the platform's strong support for the creator's main creation will not only help enrich and improve the Two-dimensional video content ecology, promote the upgrade of the Two-dimensional video industry, but also help attract more user groups. With the rise of the main young users and the expansion of the Pan- two-dimensional user population, the Two-dimensional video platform is expected to usher in a development bonus. -
艾媒报告|2019中国互联网群体经济用户与消费行为研究报告
本报告研究涉及企业/品牌/案例:腾讯视频,QQ音乐,饿了么,猫眼电影,美团,大众点评,美颜相机,美图秀秀,大姨妈,美柚,妈妈网,考拉海购,爱奇艺,芒果TV,宝宝树孕育,淘宝,微信,今日头条,懒人听书,喜马拉雅,西瓜视频,糖豆广场舞,网易新闻,春雨医生,丁香医生,滴滴出行,百度地图,AcFun,Soul,哔哩哔哩,全民K歌,虎牙直播,前程无忧,斗鱼TV,安居客,汽车之家,齐家网,央视新闻,同花顺,Keep,旅航纵横,携程
截至2019年6月,中国互联网普及率已经达到61.2%,网民规模突破8.5亿人,整体发展进入成熟阶段。与此同时,互联网整体人口红利基本消失,各企业开始将竞争的焦点转移至垂直群体市场。群体经济市场消费者具有同类特点,对于企业而言,其推广成本更低、收益更明显、商业模式更加清晰。iiMedia Research(艾媒咨询)数据显示,2020年预计她经济市场规模将达4.8万亿元、老年市场总体规模达4.6万亿元,小镇青年、Z世代、单身人群群体规模超亿人,各类群体经济均进入万亿级市场。但不同群体间需求差异也十分明显,新中产人群追求品质生活,而Z世代人群个性化消费需求则更为明显,垂直群体对产品适配性要求高,因此服务各群体市场的产品也需要更具针对性。
By June 2019, China Internet Penetration Rate has reached 61.2%, and the scale of netizens has exceeded 850 million, and the development of Internet industry has entered a mature stage. Meanwhile, the bonus of general netizens basically disappeared, and the enterprises began to shift the focus of competition to the vertical demographic-oriented market. The consumers of demographic-oriented market have similar characteristics. For enterprises, the promotion cost would be lower, the revenue would be higher, and the business model would be clearer. As the data of iiMedia Research showed, in 2020, the market scale of She-conomy in China is expected to reach 4.8 trillion yuan, the overall scale of elderly market is expected to reach 4.6 trillion yuan. The population size of town youth, generation Z, and singles exceeds 100 million respectively. The economy of different demographic groups have entered the market of trillion level. However, the demand difference among different groups is obvious. The new middle class pursue quality life, while the personalized consumption demand of generation Z is more obvious. The vertical demographic groups have high requirements for product adaptability, and therefore the products serving each demographic group market also need to be more targeted. -
艾媒报告|2019-2020中国文娱行业运行监测与头部企业布局研究报告
本报告研究涉及企业/品牌/案例:人民网,华谊兄弟,腾讯音乐集团,阅文集团,哔哩哔哩,抖音,虎牙直播,腾讯游戏;其他提及企业/品牌:人民在线,人民视讯,环球网,幸福蓝海影视文化集团,中央广播电视台,中视传媒股份有限公司,中影集团,上影集团,光线传媒,华谊兄弟,博纳影业,万达影视传媒,腾讯,百度,阿里巴巴,考拉FM,QQ音乐,酷狗音乐,酷我音乐,全民K歌,虾米音乐,网易云音乐,猫眼娱乐,QQ阅读,起点中文网,新丽传媒,天方听书网,喜马拉雅,懒人听书,AcFun,搜狐视频,乐视视频,次元社,微信,支付宝,豌豆荚,百度应用,中国移动,中国电信,华为,美图手机,阿里云视频,快手,梨视频,腾讯微视,斗鱼直播,YY直播,王者荣耀,QQ游戏,网易游戏,百度,字节跳动,企鹅影视,淘票票,优酷视频,UC浏览器,书旗小说,阿里体育,百度贴吧,爱奇艺,梨视频,百度问答,今日头条,西瓜视频,火山小视频,懂车帝,皮皮虾视频,芒果TV
本报告主要通过文娱行业的投融资数据,对媒体、影视、音乐、阅读、动漫、短视频、网络直播、游戏等文娱细分领域的上下游进行深入探究,并对阿里文娱、腾讯、哔哩哔哩、爱奇艺等典型企业的文娱投资进行案例分析,以此对中国文娱行业的发展进行预判。文娱行业的高速发展赢得了资本市场的青睐,媒体仍占据文娱投资细分领域的头部地位,影视、动漫在数字技术帮助下,优势明显。而互联网大企业依托自身业务,进行文娱生态布局,掌握了一定的先发优势。
The rapid development of the entertainment industry has won the favor of the capital market. From the perspective of segmentation, in 2019, the media sector received 30.2% of financing, ranking first in the segment of the entertainment industry, followed by film and television (19.0%), animation (16.8%), and short video (12.3%). Rank third and fourth. iiMedia Research analysts believe that the entertainment industry has obvious advantages in the help of digital technology in film, television, and animation. In the mobile Internet era, new formats and models of short video and live broadcast are favored by the investment market; and large Internet companies rely on their own businesses to carry out the ecological layout of the entertainment industry has a certain first-mover advantage. -
艾媒报告 |2019H1哔哩哔哩运行状况与行业趋势研究报告
本报告研究涉及企业/品牌/案例:哔哩哔哩,腾讯,阿里,CMC资本,正心谷创新资本,君联资本,掌趣科技,华兴资本,华人文化产业投资基金,正心谷创新资本,优酷、爱奇艺、网易,三七互娱,完美世界,世纪华通,IGG,游族网络,智明星通,巨人网络,AcFun,嘀哩嘀哩
“二次元文化”泛指动画(Anime)、漫画(Comic)、游戏(Game)、轻小说(Novel)内容及相关衍生品。互联网发展扩大了二次元文化覆盖面和传播广度,更多非核心层次二次元人群有机会接触、了解二次元内容及文化,泛二次元群体不断扩大。iiMedia Research(艾媒咨询)数据显示,2018年中国互联网二次元用户规模为2.81亿人,用户增长率达21.1%。在动漫产业、网络游戏快速发展的过程中,二次元用户规模有望持续增长,预计2019年将达3.34亿人。经过十年发展,哔哩哔哩已经成为中国最大的二次元内容平台,并以年轻人喜爱的在线娱乐平台为新目标不断发展壮大。为此,公司一方面通过频繁的投融资活动来扩充内容产品、增强研发实力、拓展用户群体,另一方面通过加速商业化来增强自身造血功能,提升综合竞争实力。虽然公司全产业链布局日趋完善,用户和营收增长表现亮眼,但依然面临激烈的外部竞争、严格的市场监管、扩大的业绩亏损等诸多风险。
“Secondary metaculture“ refers to animation (Anime), comic, game, Novel content and related derivatives. The development of the Internet has expanded the coverage and dissemination of secondary metaculture. More non-core secondary people have the opportunity to contact and understand secondary content and culture. Pan-secondary groups are expanding. According to iiMedia Research data, the number of secondary Internet users in China was 281 million in 2018, with a growth rate of 21.1%. In the process of rapid development of animation industry and online games, the scale of secondary users is expected to continue to grow, and it is expected to reach 334 million people in 2019. After ten years of development, Bilibili has become the largest secondary content platform in China, and the online entertainment platform favored by young people is the new goal of continuous development and growth. For this reason, on the one hand, the company expands content products, strengthens R&D strength and expands user groups through frequent investment and financing activities, on the other hand, it strengthens its hematopoietic function and enhances its comprehensive competitive strength by accelerating commercialization. Although the company's overall industrial chain layout is becoming more and more perfect and the growth of users and revenue is outstanding, it still faces many risks, such as fierce external competition, strict market supervision, expanded performance loss and so on. -
艾媒报告|2019中国新媒体营销价值专题报告
本报告研究涉及企业/品牌/案例:小红书,知乎,微信,微博,豆瓣,爱奇艺,哔哩哔哩,Acfun,腾讯视频,yy直播,淘宝直播,抖音,花椒直播,天下秀,伊利果果昔,德芙,宝洁,虎牙直播
随着Z世代的到来和科技的发展,新媒体营销对新一代用户群体的影响力不断上升。新媒体是继传统媒体之后,在互联网背景下出现的媒体形态,用户从过去被动接受的角色转变为可自主创作的作者与读者身份。iiMedia Research(艾媒咨询)数据显示,新媒体用户中中青年为用户主流,年龄在26岁至40岁的比例超过七成。同时,娱乐、社交、资讯获取为新媒体平台最主要用途,占比分别达到57.8%,53.1%和51.8%,近四成受访用户表示最常接触的新媒体广告形式为图片广告,同时近三成受访用户偏好以图片为主的广告形式。与此同时,新媒体营销同样存在其不足之处,访用户对于新媒体广告传达产品信息的有效性持较为中立的态度,认为新媒体营销广告或其产品信息的可信度一般。新媒体营销广告在传递产品信息、提升广告可信度上仍需继续改善。未来新媒体营销应精耕广告内容,在趣味性、有效性、创新性上寻求提升与突破,提高其信息真实性,如何在保留真实性的基础上深耕内容创作将是新媒体营销未来的发展方向。
With the advent of Generation Z and the development of technology, the influence of new media marketing on the new generation is increasing. New media is a media form emerging in the Internet era after the traditional media. Users have changed from passively accepted roles to independent authorship and reader identity. As the data of iiMedia Research showed, young and middle-aged users of new media are the mainstream of users, with over 70% of them aged from 26 to 40. At the same time, entertainment, social networking and information acquisition are the main uses of new media platforms, accounting for 57.8%, 53.1% and 51.8% respectively. Nearly 40% of respondents indicated that the most frequently contacted form of new media advertising is photo advertising, while nearly 30% of respondents preferred image-based advertising. However, new media marketing has its shortcomings. Interviewed users have a more neutral attitude towards the effectiveness of new media advertising to convey product information. They think that the credibility of new media marketing advertising or its product information is general. New media marketing advertisements still need to be improved in delivering product information and enhancing the credibility of advertisements. In the future, new media marketing should focus on advertising content, seek to improve and break through in interest, effectiveness and innovation, and improve the authenticity of its information. Working for further cultivating content creation on the basis of retaining authenticity will be the future development direction of new media marketing. -
艾媒报告|2018上半年中国二次元市场监测与发展趋势专题研究报告
本报告研究涉及企业/品牌包括:快看漫画、腾讯动漫、哔哩哔哩、AcFun、星辉娱乐、美盛文化、高乐玩具、小白龙、星原文化、金添动漫、智高文创、梦之城、芝兰玉树、精英动漫、凯迪威、亲宝文化、亲子企鹅、奥飞动漫、有妖气、中央央视动画
iiMedia Research(艾媒咨询)数据显示,2018年中国二次元用户预计将达2.76亿人,2019年有望增至3.28亿人。艾媒咨询分析师认为,近年互联网企业注重对日本动漫正版版权收购,同时加强国产动漫IP创作,而二次元IP结合手机游戏、电影等产业发展也进入快速发展期,推动中国泛二次元用户群体扩大,二次元用户规模稳定增长。
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