艾媒咨询 | 国潮文化突围——2026年潮玩行业消费趋势研究报告

近年来，潮玩行业持续受益于国潮文化、IP经济、谷子经济、社交媒介及年轻消费群体身份认同的全方位赋能，其消费价值已从单一盲盒收藏延伸至文化认同、情感陪伴、社交货币与日常审美等多场景融合。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《国潮文化突围——2026年潮玩行业消费趋势研究报告》数据显示，2017-2029年中国谷子经济市场规模呈持续稳步上升趋势，从537亿元预计增长至3089亿元，整体高速增长。潮玩作为谷子经济与国潮文化的重要载体，有望持续受益于文化消费扩容。
2026年中国潮玩消费者希望行业发展方向中，结合国潮文化打造本土特色产品、提升产品质量优化性价比分别占56.66%、55.54%，丰富产品品类占43.67%。分性别看，男性因“产品款式更符合日常审美”“支持国货与本土设计师”“更贴合国潮/中国文化审美”选择国内潮玩品牌的比例分别为36.84%、35.09%、35.09%，女性对应为31.96%、30.70%、27.85%；女性因“价格更亲民、性价比更高”选择的比例为28.80%，高于男性的25.44%。国潮认同、品质性价比与日常审美正成为驱动国内潮玩品牌选择的关键因素。
艾媒咨询分析师认为，当前潮玩消费正由盲盒式符号消费转向文化认同、品质性价比与规范秩序并重，原创保护低占比并非需求弱，而是被国潮、品控等显性体验遮蔽。商家应开发国潮叙事与实用功能结合的中价位产品，强化品控与防伪溯源，联合文旅、教育场景开展主题快闪和联名营销，以原创故事内容提升复购与品牌信任。未来，随着国潮文化持续深化与谷子经济生态完善，潮玩行业仍具备强劲的增长潜力与品牌突围空间。
In recent years, the trendy toy industry has continuously benefited from comprehensive empowerment driven by China-fashion culture, IP economy, "Guzi economy," social media platforms, and the sense of identity among young consumers. Its consumption value has evolved from mere blind-box collecting to integration across multiple scenarios—including cultural identity, emotional companionship, social currency, and everyday aesthetics. According to data from iiMedia Research, a globally leading third-party data mining and analysis firm for new economy industries, in its latest report "Breakthrough of China-fashion Culture: 2026 Trend Research Report on the Trendy Toy Industry," the market size of China's "Guzi economy" has shown a steady upward trend from 2017 to 2029, growing from CNY 53.7 billion to an estimated CNY 308.9 billion, reflecting overall rapid growth. As a key vehicle for both the "Guzi economy" and China-fashion culture, the trendy toy sector is poised to continue benefiting from the expansion of cultural consumption.
In 2026, among Chinese trendy toy consumers, the preferred development directions for the industry were: creating locally distinctive products aligned with China-fashion culture (56.66%), enhancing product quality and optimizing cost-performance ratio (55.54%), and diversifying product categories (43.67%). By gender, among men, the proportions choosing domestic trendy toy brands based on "product styles better aligning with everyday aesthetics," "supporting domestic products and local designers," and "better matching China-fashion/Chinese cultural aesthetics" were 36.84%,35.09%, and 35.09%, respectively; among women, these proportions were 31.96%,30.70%, and 27.85%, respectively. Additionally, among women, the proportion choosing brands due to "more affordable prices and higher cost-performance ratio" was 28.80%, exceeding the 25.44% observed among men. China-fashion identity, quality and value proposition, and everyday aesthetic appeal are becoming key drivers for domestic collectible toy brands.
Analysts at iiMedia Research believe that current collectible toy consumption is shifting from blind-box symbolic consumption toward a balanced focus on cultural identity, quality and value proposition, and established norms. The low proportion of original content protection does not indicate weak demand, but rather that such demand is overshadowed by tangible experiences like China-fashion and quality control. Brands should develop mid-priced products that integrate China-fashion narratives with practical functionality, strengthen quality control and anti-counterfeiting traceability measures, and collaborate with cultural tourism and educational initiatives to launch themed pop-up events and co-branded marketing campaigns—leveraging original storytelling to boost repeat purchases and brand trust. In the future, as China-fashion culture continues to deepen and the grain-based economic ecosystem matures, the collectible toy industry still holds strong growth potential and opportunities for brand breakthroughs.

艾媒咨询 | 车载音乐新蓝海——2026年音乐行业用户体验研究报告

近年来，音乐行业持续受益于智能座舱、AI生成音乐、多终端协同、内容付费及演出融合生态的全方位赋能，其消费场景已从单一的手机听歌延伸至车载出行、运动穿戴、家居休闲与便携播放等多场景融合，车载音乐正成为行业增长的新蓝海。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《车载音乐新蓝海——2026年音乐行业用户体验研究报告》数据显示，中国车载音乐市场规模由2018年的28.4亿元持续增至2025年的350.8亿元，7年间规模扩大约12.4倍，年均复合增速约43%，整体呈高速扩张态势，车载场景已成为音乐消费的重要增量入口。
从用户期待看，独立音乐人扶持体系完善（29.78%）、AI生成音乐普及化（28.99%）、音乐付费模式多元化（28.77%）及线下线上演出融合（28.54%）位列用户期待前列，反映出用户对内容生态、技术应用与商业模式创新的多元诉求。从终端分布看，2026年中国音乐用户使用手机体验音乐App占比达43.37%，车载音乐系统、手表/穿戴设备、便携音乐播放器分别占31.60%、29.67%、28.88%，多终端分布特征显著，手机虽仍居首位，但车载与穿戴设备已形成重要补充。
艾媒咨询分析师认为，音乐消费正从手机单极向车载、穿戴、家居等全场景渗透，通勤与运动等碎片化场景需求加速释放，跨终端无缝衔接已成为用户体验核心诉求。建议商家加快开发适配车载与穿戴设备的轻量化产品，实现多终端账号同步与内容无缝流转，并针对通勤、运动、家居等场景构建差异化曲库推荐及场景化会员营销策略，全面提升用户全场景粘性与付费意愿。未来，随着智能座舱普及与车载内容生态完善，车载音乐市场仍具备强劲的增长潜力与商业创新空间。
In recent years, the music industry has continuously benefited from comprehensive empowerment across intelligent cockpits, AI-generated music, multi-terminal collaboration, paid content models, and integrated performance ecosystems. Its consumer scenarios have evolved from standalone mobile music listening to multi-scenario integration encompassing in-vehicle entertainment, sports wearables, home leisure, and portable playback, with in-vehicle music emerging as a new blue ocean for industry growth. According to data from iiMedia Research—the world-leading third-party data mining and analytics firm for the new economy sector—published in its latest report "The New Blue Ocean of In-Vehicle Music: 2026 Music Industry User Experience Research Report," China's in-vehicle music market size has grown steadily from CNY 2.84 billion in 2018 to CNY 35.08 billion in 2025, representing a roughly 12.4-fold expansion over seven years, with a compound annual growth rate of approximately 43%. This overall trend indicates rapid market expansion, and the in-vehicle scenario has become a crucial growth channel for music consumption.
In terms of user expectations, the following factors rank highest: well-established support systems for independent musicians (29.78%), widespread adoption of AI-generated music (28.99%), diversified paid music models (28.77%), and integration of offline and online performances (28.54%). These findings reflect users' diverse demands for content ecosystems, technological applications, and innovative business models. From the perspective of terminal distribution, in 2026, the proportion of China's music users accessing music apps via mobile phones will reach 43.37%, while those using in-vehicle music systems, smartwatches/wearable devices, and portable music players will account for 31.60%,29.67%, and 28.88% respectively. This demonstrates a pronounced multi-terminal distribution trend: although mobile phones remain the primary channel, in-vehicle and wearable devices have become important complementary channels.
Analysts at iiMedia Research believe that music consumption is evolving from a single-channel reliance on mobile phones to encompassing all scenarios—including in-vehicle, wearable, and home environments. The demand in fragmented scenarios such as commuting and exercise is growing rapidly, and seamless cross-terminal integration has become a core requirement for user experience. Merchants are advised to accelerate the development of lightweight products tailored for in-vehicle and wearable devices, enabling synchronized accounts across multiple terminals and seamless content transfer. Additionally, they should create differentiated music library recommendations and scenario-based membership marketing strategies for specific contexts like commuting, exercise, and home use, thereby enhancing overall user engagement across all scenarios and boosting willingness to pay. In the future, with the widespread adoption of smart cockpits and the continuous refinement of in-vehicle content ecosystems, the in-vehicle music market is poised to maintain strong growth potential and ample room for commercial innovation.

艾媒咨询 | 熟人社交局——2026-2027年无人自助棋牌室行业消费观察报告

iiMedia Research（艾媒咨询）发布《熟人社交局——2026-2027年无人自助棋牌室行业消费观察报告》，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。当前无人自助棋牌室行业正从粗放扩张迈向精细化运营的关键转折期，市场即将步入存量博弈与品质竞争的新阶段，同质化门店泛滥与区域供需错配风险凸显，亟需从“铺点位、抢规模”转向“提体验、做品牌”的价值驱动模式。iiMedia Research（艾媒咨询）数据显示，中国连锁经营行业市场规模从2020年的4.1万亿元增长至2025年的5.6万亿元，预计2030年将达到8.1万亿元，整体呈现持续攀升态势，连锁化、标准化经营模式在各细分领域加速渗透。市场对品牌化运营和可复制商业模式的需求增强，为行业的规模化发展提供了良好的外部环境。无人棋牌室消费已从早期的尝鲜转向日常习惯驱动，形成“便捷可及为先导、卫生安全为底线、空间体验为延伸”的层级化消费逻辑，单纯依赖低价补贴或概念包装难以构建可持续的核心壁垒。本报告立足真实消费视角，梳理行业痛点、消费需求变迁与竞争格局，为从业者洞察趋势、优化门店布局及挖掘细分机遇提供专业决策参考。

艾媒咨询 | 2026-2027年中国影视行业消费趋势研究报告

近年来，中国影视行业持续受益于流媒体平台、短视频生态、AI制作、微短剧模式及互动内容技术的全方位赋能，其消费形态已从单一的大屏观影延伸至移动端追剧、短视频二创、微短剧投流、互动剧共演等多场景融合，“从观影到共演”成为行业变迁的重要主线。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年中国影视行业消费趋势研究报告》数据显示，2020年至2025年中国微短剧市场规模由9.4亿元跃升至677.9亿元，预计2030年将达1505.9亿元，微短剧成为拉动影视消费增量的核心引擎。
2026年中国观众影视观看平台中，腾讯视频与爱奇艺分别以32.63%、31.57%占据前两位，抖音以28.55%紧随其后，优酷、快手、B站、央视网占比均接近或超过20%，华为视频、乐视视频等平台亦保持14%以上份额，市场呈现头部集中与梯队分化并存格局。与此同时，2026年中国影视消费过程中31.49%的用户认为影视作品质量参差不齐、烂片过多，30.72%认为会员价格过高且权益不合理，28.73%指出影视IP改编过度、缺乏创新。内容质量、会员权益与原创能力成为制约消费体验的突出痛点。
艾媒咨询分析师认为，微短剧爆发、短视频平台入局与用户参与式消费是影视行业增长的核心驱动力。观众角色正从被动观影向互动共演、二创传播与付费共创转变，平台竞争从流量争夺转向内容质量、会员体验与IP创新能力的综合较量。未来，随着AI技术迭代、微短剧精品化与互动内容生态完善，中国影视行业仍具备强劲的增长潜力与商业重构空间。
In recent years, China's film and television industry has continuously benefited from the comprehensive empowerment provided by streaming platforms, the short-video ecosystem, AI-driven production, the micro-short drama model, and interactive content technologies. Its consumer behavior has expanded beyond traditional large-screen viewing to encompass a variety of integrated scenarios—including mobile-based series watching, user-generated content creation for short videos, micro-short drama distribution, and co-production of interactive dramas. The transition "from traditional viewing to collaborative viewing" has become a key theme driving the industry's evolution. According to data from the latest "2026–2027 China Film and Television Industry Consumer Behavior Trend Research Report," released by iiMedia Research—a globally leading third-party data mining and analysis firm specializing in new-economy industries—China's micro-short drama market size surged from RMB 940 million in 2020 to RMB 67.79 billion in 2025, and is projected to reach RMB 150.59 billion by 2030, positioning micro-short dramas as a core engine driving growth in film and television consumption.
As of 2026, among Chinese viewers' preferred film and television streaming platforms, Tencent Video and iQIYI ranked first and second with shares of 32.63% and 31.57%, respectively; TikTok followed closely with a share of 28.55%; Youku, Kuaishou, Bilibili, and CCTV.com each held shares close to or exceeding 20%; while platforms such as Huawei Video and LeTV also maintained market shares above 14%. The market exhibits a dual pattern characterized by concentrated leadership among top players alongside a differentiated distribution across the broader market. Meanwhile, in 2026,31.49% of Chinese consumers perceived the quality of film and television productions as uneven and noted an excessive number of subpar titles; 30.72% considered membership pricing too high or the benefits offered unreasonable; and 28.73% pointed out that film and television IP adaptations were overly repetitive and lacked innovation. Content quality, membership benefits, and original content creation capabilities have become prominent pain points hindering the consumer experience.
According to analysts at iiMedia Research, the surge in micro-short dramas, the entry of short-video platforms into the market, and user-driven participatory consumption are the core drivers of growth within the film and television industry. The role of audiences is shifting from passive viewership to interactive co-creation, user-generated content dissemination, and paid co-creation; meanwhile, platform competition has evolved from merely competing for traffic to a comprehensive contest centered on content quality, membership experience, and IP innovation capabilities. Looking ahead, with the continuous advancement of AI technology, the increasing sophistication of micro-short dramas, and the maturation of the interactive content ecosystem, China's film and television industry still possesses strong growth potential and significant room for commercial restructuring.

艾媒咨询 | 2026年中国“拼豆”行业发展状况与消费行为调查数据

拼豆作为兼具创意DIY、情绪疗愈与休闲社交属性的文创产品，其行业发展受益于居民人均可支配收入提升、情绪经济与“谷子经济”扩容，成为满足消费者多元休闲需求的重要选择。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年中国“拼豆”行业发展状况与消费行为调查数据》显示，2026年中国拼豆消费者以女性（77.78%）、Z世代与千禧一代（合计占比超90.00%）为主，核心人群集中在二线与新一线城市（合计占比70.99%），以上班族和自由职业者为消费主力（合计占比93.41%），中高收入群体（5001-15000元）占比突出。消费行为方面，短视频平台是消费者主要接触与获取信息的渠道；消费者的消费频次以每月1次及以上为主，客单价集中在51-100元区间，偏好灵活、按需付费模式；消费者最看重优质原料、IP联名与价格优惠。同时，消费者普遍认可拼豆的性价比与解压效果，但也关注产品质量参差不齐、山寨泛滥等问题，对原料安全、成品质量与服务升级需求迫切。艾媒咨询分析师指出，在消费升级与需求多元化的背景下，拼豆行业正从低门槛手工项目向体验类消费升级，亲子体验、线上定制与IP联名是未来商业增量主要途径。行业需完善原料质量标准与监管体系，优化产品设计与服务体验，精准把握不同年龄、收入、职业群体的差异化需求，才能提升用户粘性，推动行业规范化、长期化发展。
As a cultural and creative product that combines creative DIY, emotional healing, and leisure social interaction, the development of the perler beads industry benefits from rising disposable income, the expansion of the emotional economy, and the growth of the otaku economy, making it a key choice for meeting consumers' diverse leisure needs. According to the latest "Survey Data on the Development Status and Consumer Behavior of China's 'Perler Beads' Industry in 2026" released by iiMedia Research (a leading global third-party data mining and analysis firm in the new economy industry), in 2026, Chinese puzzle beans consumers were predominantly women (77.78%), Generation Z and millennials (collectively accounting for over 90.00%), with the core demographic concentrated in second-tier and new first-tier cities (collectively accounting for 70.99%). Office workers and freelancers formed the main consumer base (collectively accounting for 93.41%), with middle- and high-income groups (5,001-15,000 yuan) showing particularly strong representation. In terms of consumption behavior, short video platforms serve as the primary channel for consumers to access information. The majority of consumers engage in purchasing activities at least once a month, with an average order value concentrated between 51-100 yuan. They prefer flexible, on-demand payment models. Consumers prioritize high-quality ingredients, IP collaborations, and price discounts. While they generally recognize the cost-effectiveness and stress-relieving effects of perler beads, they also express concerns about inconsistent product quality and rampant counterfeit products, urgently calling for improved ingredient safety, finished product quality, and service upgrades. iiMedia Research analysts pointed out that against the backdrop of consumption upgrading and diversified demand, the "perler beads" industry is transitioning from low-threshold handmade projects to experiential consumption upgrades. Parent-child experiences, online customization, and IP collaborations are the primary drivers of future business growth. The industry needs to improve raw material quality standards and regulatory systems, optimize product design and service experiences, and accurately grasp the differentiated needs of various age, income, and occupational groups to enhance user engagement and promote standardized, long-term industry development.

艾媒咨询 | 2026年全球AI漫剧行业投融资数据分析简报

2022至2026年全球AI漫剧行业投融资整体呈活跃态势，2026年进入理性整合阶段，呈现“事件数回落、金额提升”的特征。根据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年全球AI漫剧行业投融资数据分析简报》显示，2022至2026年该主题共发生67起投融资事件，总金额达359.62亿人民币，其中2026年事件数回落但金额大幅提升。艾媒咨询分析师认为，投融资波动可能与以下因素有关：一是AIGC技术商业化落地进入新阶段，市场从野蛮生长转向理性整合，资金向头部成熟项目集中；二是技术与内容制作门槛较高，资本倾向于押注模式跑通的中后期项目，早期投资更偏向技术探索；三是行业受政策导向影响显著，技术创新受政策鼓励，而内容监管节奏影响应用层投资布局。
From 2022 to 2026, global AI comic industry investment and financing remained active overall, entering a phase of rational consolidation in 2026, characterized by "declining event numbers but rising funding amounts." According to the latest "Report on Investment and Financing Data Analysis of Global AI Comic Industry in 2026" released by iiMedia Research (a leading third-party data mining and analysis firm for the new economy industry), there were 67 investment and financing events in this sector from 2022 to 2026, totaling 35.962 billion RMB, with a significant increase in funding despite fewer events in 2026. Analysts from iiMedia Research noted that the fluctuations in investment and financing may be linked to the following factors: First, the commercialization of AIGC technology has entered a new stage, shifting the market from unbridled growth to rational consolidation, with funds concentrating in mature, leading projects. Second, the high technical and content production barriers lead capital to favor mid-to-late-stage projects with proven models, while early-stage investments are more focused on technological exploration. Third, the industry is significantly influenced by policy guidance, where technological innovation is encouraged by policies, while content regulation timelines impact investment layouts in the application layer.

QQ音乐×艾媒咨询 | 中国音频音质行业白皮书

当音频从“能听就行”的工具化需求，升级为“追求好音质”的体验化刚需，中国音频行业正迎来一场“音质觉醒的时代拐点。过去，“好音质”是发烧友的专属标签；如今，从年轻人的日常听歌、职场人的专注背景音，到家庭智能终端的场景化需求，全民对“高品质声音”的追求正在爆发——好音质不再是小众热爱，而是大众消费的核心诉求。技术的迭代打破了“好音质=高门槛”的认知，用户与品牌的双向奔赴，更推动“好音质”从“模糊感知”走向“标准定义”。
　　iiMedia Research（艾媒咨询）数据显示，2025年中国耳朵经济市场规模为6110.1亿元，预计2029年将达到7415.8亿元。艾媒通过对行业趋势的系统梳理，期望为品牌、用户与行业从业者提供一份“全民好音质”时代的参考坐标，共同见证音频行业从“量的扩张”向“质的提升”的跨越。
　　As audio evolves from a utilitarian need of "barely audible is enough" to an experiential imperative of "pursuing superior sound quality," China's audio industry is reaching a pivotal turning point: an era of audio awakening. In the past, "superior sound quality" was an exclusive hallmark of audiophiles. Today, the pursuit of "high-fidelity sound" is surging nationwide—manifesting in young people's daily music listening, professionals' focus-enhancing background sound, and scenario-specific demands for smart home terminals. Superior sound is no longer a niche passion but a core demand of mainstream consumption. Technological advancements have shattered the perception that "superior sound equals high barriers to entry." The mutual commitment between users and brands is further driving the definition of "superior sound" from a "vague perception" toward a "standardized benchmark."
　　iiMedia Research data indicates that China's audio entertainment market will reach a scale of RMB 611.01 billion yuan in 2025, with projections suggesting it will expand to RMB 741.58 billion yuan by 2029. Through a systematic analysis of industry trends, iiMedia Research aims to provide brands, users, and industry practitioners with a reference point for the era of "High-Quality Audio for All." This initiative seeks to collectively witness the audio industry's transition from "quantitative expansion" to "qualitative enhancement."

艾媒咨询 | 2025年中国演唱会市场发展状况与消费行为调查数据

随着数字宣发普及及跨城观演常态化，中国演唱会市场正迈入规模化与专业化发展的新阶段。根据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《2025年中国演唱会市场发展状况与消费行为调查数据》显示，2025年中国演出市场规模为969.10亿元，预计2026年将达到1017.03亿元。消费需求稳步回升、线下娱乐场景吸引力增强、以及演出内容与形式的持续创新，共同推动了演出市场规模的持续扩张。预计未来几年，随着居民消费水平的提高和文化需求的增加，演出市场规模将继续扩大。
在2025年中国消费者观看演唱会的主要原因中，占比最高的是“喜爱的明星重启演唱会”，达到49.20%；其次是“个人消费水平恢复”，占比47.30%；排名第三的是“个人喜好”，占比42.60%。此外，在消费者参加演唱会的考虑因素中，排名前三位的因素分别是举办城市远近（30.10%）、时间是否合适（27.30%）和票价高低（15.20%）。这表明演唱会市场的复苏由喜爱明星的回归与个人消费信心双向驱动，情感连结是核心引擎。同时，消费决策呈现高度理性化：即使对明星充满热情，地理位置、时间成本与票价等现实因素仍是关键约束，反映出市场已进入情感冲动与精打细算并存的“理性热爱”新阶段。
艾媒咨询分析师认为，未来中国演唱会市场将呈现三大趋势。一是市场结构持续细分与下沉：在核心城市竞争白热化的同时，演出将加速向二三线城市渗透，以匹配消费者对“举办城市远近”的敏感需求。二是体验价值成为核心竞争维度：市场从单一的明星驱动，加速向“明星IP×创新制作×沉浸科技”的综合体验驱动转变，VR/AR等技术将深度应用于线上直播与现场互动，提升附加值以平衡消费者对票价的考量。三是商业模式融合化：“演唱会+”模式将成熟发展，与文旅、商业地产、品牌营销深度绑定，形成跨业态消费闭环，从而优化成本并拓宽收入来源。中国演唱会市场将在狂热与理性的动态平衡中，走向更专业、更精细化的新阶段。
With the popularization of digital promotion and the normalization of cross-city performances, the Chinese concert market is entering a new stage of scale and professional development. According to the latest "2025 China Concert Market Development Status and Consumer Behavior Survey Data" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis agency for the new economy industry, the scale of the Chinese performance market in 2025 is 96.91 billion yuan, and it is expected to reach 101.703 billion yuan in 2026. The steady recovery of consumer demand, the enhanced appeal of offline entertainment scenarios, and the continuous innovation of performance content and forms have jointly driven the continuous expansion of the performance market. It is expected that in the coming years, with the improvement of residents' consumption levels and the increase in cultural demands, the scale of the performance market will continue to expand.
Among the main reasons for Chinese consumers to watch concerts in 2025, the highest proportion is "favorite stars restarting concerts", reaching 49.20%; followed by "personal consumption level recovery", accounting for 47.30%; and the third is "personal preference", accounting for 42.60%. In addition, among the factors consumers consider when attending concerts, the top three factors are the distance of the hosting city (30.10%), whether the time is suitable (27.30%), and the ticket price (15.20%). This indicates that the recovery of the concert market is driven by the return of favorite stars and the restoration of personal consumption confidence, with emotional connection being the core engine. At the same time, consumer decisions show a high degree of rationalization: even if they are passionate about stars, factors such as geographical location, time cost, and ticket prices remain key constraints, reflecting that the market has entered a new stage of "rational love" where emotional impulse and careful calculation coexist.
Analysts from iiMedia Research believe that the Chinese concert market will present three major trends in the future. First, the market structure will continue to be segmented and sink: while competition in core cities intensifies, performances will accelerate their penetration into second- and third-tier cities to match consumers' sensitive demand for "distance of the hosting city". Second, experience value will become the core competitive dimension: the market will shift from being solely driven by stars to being driven by a comprehensive experience of "star IP × innovative production × immersive technology", with VR/AR and other technologies deeply applied in live streaming and on-site interaction to increase added value and balance consumers' consideration of ticket prices. Third, business models will be integrated: the "concert +" model will mature and develop, deeply binding with tourism, commercial real estate, and brand marketing to form a cross-industry consumption closed loop, thereby optimizing costs and broadening revenue sources. The Chinese concert market will move towards a more professional and refined new stage in the dynamic balance of enthusiasm and rationality.

艾媒咨询 | 2025-2026年中国AI漫剧行业趋势白皮书

2025年末，中国AI漫剧行业迎来关键转折点，技术爆发与生态重构成为主旋律。AI技术推动漫剧创作迈入工业化阶段，使其在制作效率和视觉风格上与真人短剧形成鲜明区隔。与此同时，政策规范持续完善，叠加消费升级趋势，共同构筑了行业发展的坚实基础。产业链在IP储备深化、平台激励加码及AIGC技术赋能下持续扩容，而用户行为的深化则牵引内容加速向精品化、情感化方向演进。
此轮变革中，AI漫剧赛道迎来了政策与市场的双重拐点：一方面，抖音、快手、腾讯等核心平台密集推出精品化扶持政策；另一方面，监管趋严倒逼内容质量升级。这种“激励”与“收紧”并行的态势，标志着行业正式告别野蛮生长，迈入质效并重的精耕时代。
市场数据印证了强劲的增长势头，iiMedia Research（艾媒咨询）数据显示，中国动画微短剧市场规模在2025年呈现出爆发式增长，达到189.8亿元，同比激增276.3%，艾媒预期这一增长态势将延续，2030年市场规模有望突破850亿元。
By the end of 2025, China's AI comic and drama industry will reach a crucial turning point, with technological explosion and ecological reconstruction becoming the main themes. AI technology has driven the creation of comic dramas into an industrialized stage, making them distinct from live-action short dramas in terms of production efficiency and visual style. Meanwhile, the continuous improvement of policy regulations, coupled with the trend of consumption upgrade, have jointly built a solid foundation for the development of the industry. The industrial chain has been continuously expanding under the deepening of IP reserves, the intensification of platform incentives, and the empowerment of AIGC technology. Meanwhile, the deepening of user behavior has driven content to accelerate its evolution towards high-quality and emotional content.
In this round of transformation, the AI comic drama industry has reached a dual turning point in terms of policy and market: on the one hand, core platforms such as Tiktok, Kuaishou, and Tencent have successively introduced policies to support high-quality products; On the other hand, stricter regulation has forced an upgrade in content quality. This concurrent trend of "incentives" and "tightening" marks the industry's official farewell to wild growth and its entry into an era of meticulous cultivation that emphasizes both quality and efficiency.
Market data confirms the strong growth momentum. According to iiMedia Research, the market size of China's animated micro-short dramas witnessed explosive growth in 2025, reaching 18.98 billion yuan, a year-on-year increase of 276.3%. iiMedia Research predicts that this growth trend will continue, and the market size is expected to exceed 85 billion yuan by 2030.

艾媒咨询 | 2025年中国车载音乐市场发展状况与消费者调查数据

当前，中国车载音乐市场正处于快速发展的增长期，其核心驱动力来源于汽车智能化浪潮下年轻消费者群体的旺盛需求。根据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《2025年中国车载音乐市场发展状况与消费者调查数据》显示，2025年中国车载音乐市场规模为350.8亿元，2025年车联网的渗透率为77%。随着智能座舱普及及流媒体服务深化，付费订阅和个性化推荐成为行业盈利关键。未来，伴随5G和车联网技术发展，车载音乐将与生活场景更紧密结合，市场潜力持续释放。
在2025年中国消费者收听车载音乐渠道中，占比前三的渠道分别是链接手机蓝牙播放（43.74%）、自己下载的车载软件（40.40%）和车载预装软件（38.41%）。在音质需求方面，用户最看重多样化的音效选择（66.91%），其次为优化音乐的层次感和空间感（46.35%），以及确保流畅播放（37.58%）。这表明，当前中国车载音乐市场正处于“设备融合”与“品质升级”的关键阶段。手机蓝牙与车载软件共同构成收听主渠道，反映了用户对跨设备便捷性与原车生态的双重依赖。同时，用户对音质的需求已超越基础稳定性，转向对个性化音效与沉浸式听觉体验的深度追求，这为软件功能优化与硬件适配提出了明确方向。
艾媒咨询分析师认为，未来中国车载音乐市场将加速向“全场景智能听觉服务”演进。随着车辆智能座舱与物联网生态的深度融合，音乐服务将深度嵌入行车场景，实现基于地理位置、驾驶状态甚至乘客情绪的智能推荐与自适应音效调节。音质体验将持续升级，结合空间音频技术与个性化声学配置，为用户打造沉浸式“移动音乐厅”。同时，内容形态将更趋互动化与社交化，车载K歌、多乘客协同播放、跨终端音乐接力等创新功能将普及，使车载音乐从单向收听转变为连接人、车、生活的核心数字娱乐枢纽。
At present, the Chinese in-car music market is in a period of rapid growth, with the core driving force coming from the strong demand of young consumers in the wave of automotive intelligence. According to the latest "2025 China In-Car Music Market Development Status and Consumer Survey Data" released by iiMedia Research (iimedia research), a leading third-party data mining and analysis agency for the new economy industry, the scale of the Chinese in-car music market will reach 35.08 billion yuan in 2025, and the penetration rate of the Internet of Vehicles will be 77% in 2025. With the popularization of intelligent cabins and the deepening of streaming media services, paid subscriptions and personalized recommendations have become the key to industry profitability. In the future, with the development of 5G and Internet of Vehicles technology, in-car music will be more closely integrated with life scenarios, and market potential will continue to be released.
In 2025, the top three channels for Chinese consumers to listen to in-car music are playing via Bluetooth connection to mobile phones (43.74%), self-downloaded in-car software (40.40%), and pre-installed in-car software (38.41%). In terms of audio quality requirements, users value diverse audio effect options the most (66.91%), followed by the optimization of music's layering and spatial sense (46.35%), and ensuring smooth playback (37.58%). This indicates that the current Chinese in-car music market is at a critical stage of "device integration" and "quality upgrade". The combination of mobile phone Bluetooth and in-car software constitutes the main channels for listening, reflecting users' dual dependence on cross-device convenience and the original vehicle ecosystem. At the same time, users' demands for audio quality have gone beyond basic stability, turning towards a deeper pursuit of personalized audio effects and immersive auditory experiences, which provides a clear direction for software function optimization and hardware adaptation.
Analysts from iiMedia Research believe that in the future, the Chinese in-car music market will accelerate its evolution towards "all-scenario intelligent auditory services". With the deep integration of vehicle intelligent cabins and the Internet of Things ecosystem, music services will be deeply embedded in driving scenarios, achieving intelligent recommendations and adaptive audio effect adjustments based on geographical location, driving status, and even passenger emotions. Audio quality experiences will continue to upgrade, combining spatial audio technology and personalized acoustic configurations to create immersive "mobile music halls" for users. At the same time, content forms will become more interactive and social, with innovative functions such as in-car karaoke, multi-passenger collaborative playback, and cross-terminal music relay becoming widespread, transforming in-car music from one-way listening to a core digital entertainment hub connecting people, vehicles, and life.