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当前位置: 艾媒报告中心 > 大文娱

本报告研究涉及企业/品牌/案例:腾讯游戏,王者荣耀,多益网络,神武4,阴阳师

受新冠疫情影响,移动游戏获发展机遇,2020年中国移动游戏市场规模达1850.3亿元,预计2021年有望突破2020亿元。在中国移动游戏产业链中,IP起重要的串联、延伸作用,为促进行业规范化、精品化发展,政府部门采取日趋严格的监管措施并鼓励IP开发及转换。iiMedia Research(艾媒咨询)数据显示,51.5%的受访移动游戏用户表示会因IP喜好而玩相应的手游,并对其持有较高的期待值;其中78.9%的受访IP受众玩家有游戏付费习惯。因此在政策利好、市场需求拉动的背景下,游戏企业通过IP改编、自研IP等途径突破内容壁垒,全方位拓展游戏IP题材,进而研发精品游戏,并深挖移动游戏IP价值,不断完善IP衍生产品矩阵,最终构建移动游戏IP生态,提升IP商业化变现效率。
Affected by the Covid-19, China mobile gaming industry have gained development opportunities. In 2020, the scale of China mobile gaming market grew to 185.03 billion yuan, and it is expected to exceed 200 billion yuan in 2021. In China mobile gaming industry chain, IP plays an important role in tandem and extension. In order to promote the standardization and high-quality development of the industry, the government departments have adopted increasingly strict regulatory measures and encouraged IP development and conversion. As the data of iiMedia Research showed, 51.5% of the mobile game users interviewed show that they would play the corresponding mobile games based on their IP preferences, and hold high expectations for them; Amongthem, 78.9% of the IP audience players interviewed have the habit of paying for games. So under the background of good policies and market demand, through IP adaptation and independent research IP, game enterprises break the content barrier, expand game themes in an all-round way and then develop high-quality goods game. Furthermore, game enterprises dig the mobile game IP value, improve the IP derivative product matrix. Finally they build the mobile games IP ecosystem and improve the efficiency of IP commercialization.

本报告研究涉及企业/品牌/案例:探探。
其他企业/品牌:微信,QQ,微博,陌陌,百度贴吧,知乎,腾讯,Before,避风,有噗。

随着图片社交、声音社交、视频社交等产品形态的创新以及革新,移动社交市场将保持稳健发展态势,iiMedia Research(艾媒咨询)数据显示,2020年中国移动社交用户规模突破9亿人,较2019年增长7.1%。短视频与直播行业的火爆,使得人们交流的方式已从单纯的文字聊天,到图片分享,再到语音沟通,最后到用视频社交的转变。iiMedia Research (艾媒咨询)数据显示,受访移动社交用户交流方式中文字聊天占比约七成,仍为主流交流方式。在倾向交流方式调查中,12.5%受访用户表示倾向使用视频方式,倾向占比超过实际使用占比,用户对视频交流占比提升意愿明显。5G 网络带来的高质量、低延迟特性,势必会大大提升移动社交的产品体验和以及玩法的升级,而 AI 技术使得不同的社交模式具有可行性。未来,随着 5G + AI 技术的持续创新,社交产品场景将更加丰富和新颖,有望重塑用户的社交行为链条。

With the innovation and innovation of product forms such as image socialization, voice socialization, and video socialization, the mobile social market will maintain a steady development trend. As the data of iiMedia Research showed, the scale of mobile social users in China is exceed 900 million in 2020 which is an increase of 7.1% from 2019. The popularity of the short video and live broadcast industry has transformed the way people communicate from simple text chat, to picture sharing, to voice communication, and finally to video social interaction. As the data of iiMedia Research showed, text chat accounts for about 70% of the interviewed mobile social users' communication methods, which is still the mainstream communication method. In the survey on communication methods, 12.5% of the interviewed users indicated that they would prefer to use video methods, and the proportion of inclination exceeds the proportion of actual use, and users are obviously willing to increase the proportion of video communication. The high-quality, low-latency features brought by 5G networks will inevitably greatly enhance the product experience and gameplay upgrades of mobile social networking, and AI technology makes different social models feasible. In the future, with the continuous innovation of 5G + AI technology, social product scenarios will be richer and more novel, which is expected to reshape users' social behavior chain.

本报告研究涉及企业/品牌/案例:腾讯游戏,网易游戏,三七互娱,多益网络。

中国移动游戏行业在新冠疫情期间实现快速增长,并有望在后疫情时期继续借势增长。iiMedia Research(艾媒咨询)数据显示,2020年中国移动游戏市场规模增长至1850.3亿元,2021年更有望突破2000亿元。移动游戏市场中,电竞、云游戏、海外市场均具有较好的发展机遇。受疫情影响,2020年上半年中国移动电竞赛事更多转移线上举行,近九成受访用户对线上电竞赛事观看体验表示满意,未来疫情影响减弱后,电竞赛事线上线下结合发展的趋势也有望继续延续。云游戏在游戏产业内属于革新性的模式,未来其推广有望突破终端及设备配置限制,将成为厂商重点布局产品类型,2023年预计增至6.58亿人。出海市场方面,海外移动游戏厂商受疫情影响恢复较慢,也是中国企业海外增强影响力的良好机会。总体而言,中国移动游戏未来仍然具有较大增长空间。

China mobile gaming industry achieved rapid growth during the Covid-19 era, and is expected to continue to take advantage of the situation in the post Covid-19 era. As the data of iiMedia Research showed, the scale of China mobile gaming market will grow to 185.03 billion yuan in 2020, and it is expected to exceed 200 billion yuan in 2021. In the mobile game market, e-sports, cloud gaming and overseas markets all have good development opportunities. Affected by the Covid-19, in the first half of 2020, China Mobile E-sports events were more limited online, and nearly 90% of the users interviewed are satisfied with the viewing experience of online E-sports events. When the impact of the Covid-19 weakens, the trend of online and offline development of E-sports events is expected to continue. Cloud gaming is an innovative mode in the game industry. In the future, its promotion is expected to break through the limitation of terminal and device configuration, and it will become a key product type for manufacturers. It is expected to increase to 658 million people in 2023. In terms of overseas market, overseas mobile gaming manufacturers recover slowly affected by the Covid-19, which is also a good opportunity for Chinese enterprises to enhance their influence overseas. Overall, China's mobile gaming still have a large growth space in the future.

本报告研究涉及企业/品牌/案例:中文在线,阅文集团。

随着互联网与数字化技术的不断发展,有声书市场蓬勃发展。2019年中国有声书行业市场规模达到63.6亿元,持续三年增速高于30%。2019年中国有声书用户数量为4.78亿,同比去年上升19.0%,预计2020年将达5.69亿。目前行业巨头积极布局,抢占市场,音频平台也发力数字营销,培养用户听书习惯。iiMedia Research(艾媒咨询)数据显示,有声书是居民的重要阅读媒介,用户听书目的多样,非阅读学习目的占比达59.2%,悬疑探案类最受欢迎,占比47.1%。用户理性消费,实际付费金额与付费预算大体相符,付费预算在10-20元的用户占比最高,达31.2%。在选择有声书时,48.2%的用户最优先考虑的因素是有声书本身的内容。在这方面,中文在线结合网络文学传统文学,覆盖多种类型,通过专业音频开发,打造有声精品。

With the continuous development of Internet and digital technology, the audio book market is booming. In 2019, the market scale of China's audio book industry will reach 6.36 billion yuan, with a growth rate of more than 30% for three years. In 2019, the scale of audio book users in China will be 478 million, up 19.0% from last year, and it is expected to reach 569 million in 2020. At present, the industry giants actively layout and seize the market, and audio platform also makes efforts in digital marketing to cultivate users' listening habits. As the data of iiMedia Research showed, audio books are an important reading medium for residents. Users listen to books for various purposes. Non reading learning purposes account for 59.2%, and suspense investigation is the most popular, accounting for 47.1%. Users are rational in consumption, and the actual payment amount is generally consistent with the payment budget. Users with a payment budget of 10-20 Yuan account for the highest proportion, accounting for 31.2%. When choosing audio books, 48.2% of users give priority to the content of audio books. In this regard, ChinseALL Co. Ltd. combines traditional literature of network literature, covers a variety of types, and creates excellent audio products through professional audio development.

2021年1月13日,《2020年中国网络文学作家影响力榜单解读报告》正式发布,其中男频影响力榜单中,猫腻凭借《大道朝天》登顶第一;天下归元则以《山河盛宴》问鼎女频榜单。本次上榜作家中,85后、90后作家是中坚力量。iiMedia Research(艾媒咨询)数据显示,超过六成上榜男频作家影响力榜单的作家为85后及90后,女频榜单中该部分作家比例占比也达到54.0%。此外,多位95后作家也成功上榜。在新血液注入行业的同时,网络文学中生代和资历深厚的作家也仍旧保持强大影响力。三代作家共同贡献优质内容,促进网络文学行业更加繁荣发展。

On January 13, 2021, The Interpretation Report of 2020 China Internet Literature Writers Influence Ranking was officially released. Among the male channel ranking, Maoni topped the ranking by virtue of The Path Toward Heaven, while Tianxiaguiyuan won the ranking of female channel by virtue of Shan He Sheng Yan. Among the writers on the ranking, the post-85 and post-90 writers are the backbone. As the data of iiMedia Research showed, more than 60% of the writers on the male channel ranking are the post-85s and post-90s, and the one in female channel is 54.0%. In addition, a number of post-95 writers are also on the list. At the same time that new blood is injected into the industry, the Mesozoic and highly qualified Internet literature writers still maintain strong influence. The three generations of writers contribute high-quality content together to promote the prosperity and development of Internet literature industry.

本报告研究涉及企业/品牌/案例:百度,喜马拉雅,得到。

经过早期的爆发增长阶段,中国知识付费行业已逐步转入稳定发展阶段,行业竞争格局开始明朗,同时综合型平台在知识付费赛道的布局也在加强。iiMedia Research(艾媒咨询)数据显示,2015年新增知识付费相关企业数量突破700家,达到近十年最高值,此后行业每年新增企业数呈现逐年下降的态势,行业每年新增企业数呈倒U型变化。行业早期野蛮生长阶段出现诸多问题。其中内容同质化、宣传缺乏真实性等问题尤为突出,进而对用户的长期吸引力不足,降低了用户对知识付费平台的好感,49.5%用户认为平台专业度不高、实用性不强,最终反作用导致知识付费产品服务的复购率低等问题。因此,知识付费平台亟需规范整治,健康有序地发展。

After the early stage of explosive growth, China Knowledge Paying Industry has gradually turned into a stable development stage, and the industry competition pattern has become clear. At the same time, the layout of comprehensive platform in the knowledge paying industry is also strengthening. As the data of iiMedia Research showed, in 2015, the number of new knowledge payment related enterprises exceeded 700, reaching the highest value in nearly a decade. Since then, the number of new enterprises in the industry has decreased year by year, and the number of new enterprises in the industry has changed in an inverted U-shape. There are many problems in the early growth stage of the industry. Among them, the problems of content homogeneity and lack of authenticity of publicity are particularly prominent, which makes it less attractive to users for a long time, and reduces the users' favor for the knowledge paying platform. 49.5% of the interviewed users think that the platform is not professional and practical, which eventually leads to the low repurchase rate of knowledge paying products and services. Therefore, the knowledge paying platform needs to be standardized and developed in a healthy and orderly way.


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